Female athletes have condemned a betting advert starring actress Sydney Sweeney, calling it exploitative and damaging to women’s sport.

The commercial, which appeared on television and online last month, showed Sweeney in a high‑energy sports setting, intercut with images of female runners and gymnasts. The tagline suggested that viewers could place a bet on the performance of women in sport, a premise that many found problematic.

Sprinter Amy Hunt was the first to voice her concerns on Twitter, describing the advert as "shameful" and arguing that it reduced athletes to a betting prop. The backlash spread quickly, with other competitors such as gymnast Ellie Downie and footballer Leah Williamson adding their voices.

"This is what women in sport look like," Hunt wrote, urging sponsors to treat female athletes with respect rather than as marketing gimmicks.

BBC Sport reported that the advert was criticised for focusing on the athletes’ appearance rather than their skill, a trend that has long troubled women’s sport. The agency behind the ad has not yet released a statement, leaving the debate to social media and industry forums.

Representatives for the UK betting company say they were unaware of the backlash, but industry insiders note that the controversy could affect future partnerships with women's teams and events. The incident comes at a time when the sport’s governing bodies are pushing for more equitable funding and media coverage.

In response to the uproar, the British Athletics Federation released a brief statement calling for “responsible marketing that celebrates athletic performance.” The federation’s spokesperson added that they would review all future sponsorship agreements.

The controversy also highlights the broader struggle for women’s sport to secure fair representation. Historically, female athletes have been under‑paid and under‑promoted, and recent campaigns have aimed to shift the narrative toward merit rather than appearance.

Looking ahead, the next major athletics meet, the European Championships in Berlin, is scheduled for November. Organisers have pledged to showcase women’s achievements in a manner that emphasises skill and dedication.

As the debate continues, the athletes’ unified stance may influence how sponsors approach marketing in the years ahead.