The campaign, for US sports prediction market company Novig, depicts Sweeney in minimal to no clothing while she pretends to play several different sports.

It has been widely criticised for sexualising women’s sport, with retired Olympic swimmer Ariarne Titmus saying she thought this type of “bullshit” marketing was a thing of the past.

“I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medallist wrote on Instagram. “Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity …

“How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?”