Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who might otherwise be drawn to sport. The advertisement, produced for the U.S. betting firm Novig, showcases the actress from "Euphoria" in a scantily clad ensemble, using sports equipment as a cover. The visual has sparked a wave of criticism from women in the sporting world, who argue that it undermines the values they strive to promote.
Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the ad. She told the actress, "this is what women in sport look like," underscoring the disconnect between the commercial’s sexualised imagery and the reality of female athletes who train hard and compete at the highest level. During an interview on Good Morning Britain, Hunt explained the broader issue at stake. "When we aim to provide role models for young people, especially young women, we need to highlight what their bodies can achieve rather than how they appear," she said.
She pointed to a troubling statistic: roughly 64 percent of girls stop participating in sports or regular exercise before they turn sixteen. "We cannot afford to add any extra obstacles that might discourage them from staying active, whether that means joining a professional team or simply running a local ParkRun with friends," Hunt added. The Australian sprinter emphasized that empowerment should be about confidence in one’s abilities, not about conforming to aesthetic standards.
"Girls and women should feel free to step onto the field, the track, or the court without worrying about their looks or their clothing," she said. "Sport isn’t about looking pretty; it’s about pushing limits, embracing the messiness of training, and sometimes dealing with the less glamorous moments – like feeling sick after a grueling session or shedding tears when a race doesn’t go as planned." Hunt’s remarks resonated with other athletes who also condemned the advert. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Australian boxer Skye Nicolson added a pointed comment on Instagram, noting, "There’s a big difference between looking ‘sexy’ because you do sport and using sex to sell sport." In what appeared to be a rebuttal, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. The issue famously features nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in a context of athletic achievement rather than sexual provocation. By highlighting these images, Sweeney seemed to suggest that the body can be both powerful and beautiful without reducing it to a marketing gimmick. Despite the controversy, Hunt believes the outpouring of support from women in sport has largely neutralised any negative fallout from the commercial.
"The reaction has almost outweighed the moment itself," she said. "The first thing I saw was a flood of positive compilations showcasing women in sport, and that shifted the narrative entirely." She clarified that her critique is not a personal attack on Sweeney but a broader commentary on intent and impact. "It’s not about the actress; it’s about the message being sent," Hunt explained.
"The conversation has now moved toward celebrating women’s sport in all its forms, and that’s a far better outcome than the original advert’s focus." The incident highlights an ongoing debate about how female athletes are portrayed in media and advertising. While some argue that any visibility is beneficial, many athletes and advocates contend that representation must be authentic and respectful, emphasizing skill, dedication, and the real experiences of women in sport. The backlash against the Novig ad underscores a growing demand for marketing that aligns with the values of empowerment, inclusivity, and genuine role modeling for the next generation of athletes.
In summary, Amy Hunt’s response to Sydney Sweeney’s betting commercial serves as a reminder that the images presented to young audiences matter. By championing the idea that sport is about capability, perseverance, and personal growth rather than appearance, Hunt and her fellow athletes are working to ensure that future generations see sport as an accessible and rewarding pursuit, free from unnecessary barriers or misleading portrayals.