Amy Hunt expressed serious concerns that Sydney Sweeney's provocative betting commercial could act as an obstacle for young girls who aspire to participate in sport. The advertisement, created for the U.S. betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sports equipment. Its release sparked a wave of criticism from women athletes and advocates who felt the imagery was at odds with the values of female sport.
Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the actress, stating, "This is what women in sport look like." She made the comment during an appearance on Good Morning Britain, where she elaborated on the broader issue of representation. "When we are trying to provide role models for young people and especially young women in sport, we want to highlight what their bodies can achieve, not merely how they appear," Hunt explained. She pointed to alarming statistics that show 64 percent of girls stop exercising or playing sport before they turn 16. "We cannot afford to create any additional barriers that might discourage them from staying active, whether that means training for elite competition or simply joining a local ParkRun with friends," she added.
According to Hunt, the core message should be empowerment: "Young girls and women need to know they can step onto a field, a track, or a court without worrying about their looks or what they wear. Sport is not about looking pretty; it is about pushing limits, enduring hardship, and sometimes confronting uncomfortable moments." She illustrated this point with personal anecdotes, noting that the path to elite performance often involves moments that are far from glamorous.
"At the highest level, you might see athletes vomiting on the side of the track, or you might have training sessions that leave you in tears. Those experiences are part of the reality of sport, and they do not always look attractive," Hunt said. Hunt was not the only athlete to condemn the commercial.
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 also weighed in on Instagram, writing, "There’s a big difference between looking ‘sexy’ because you do sport and using sex to sell sport." In what appeared to be a defensive move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. The spread featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to frame the conversation around body positivity and athletic form.
Despite the backlash, Hunt believes the collective response from women in sport has turned the tide in favor of a positive narrative. "The reaction has almost outweighed the moment itself," she said. "The first thing I saw were compilations of women celebrating sport, and that energy has shifted the conversation away from the ad itself." She emphasized that the criticism is not a personal attack on Sweeney but rather a critique of the commercial’s intent. "It’s about the intention behind the message, and now the discussion has moved toward celebrating women’s sport in a more authentic way," Hunt concluded.
The incident highlights a larger cultural debate about how female athletes are portrayed in media and advertising. While some argue that any exposure can raise visibility for women's sport, others contend that sexualized imagery undermines the very role models that young girls need.
The statistics Hunt cited—more than half of girls dropping out of sport before their mid‑teens—underscore the urgency of providing empowering, skill‑focused representations. Advocates suggest that future campaigns should feature athletes in action, showcasing dedication, training routines, and the joy of competition rather than relying on sexual appeal.
By presenting women as strong, capable, and resilient, advertisers can help counteract the dropout rates and inspire the next generation to stay active. In summary, Amy Hunt’s response to Sydney Sweeney’s betting advert serves as a rallying cry for authentic role models in sport. It stresses that the focus should remain on what bodies can accomplish, not how they look, and calls for a shift in how women’s athletic achievements are marketed and celebrated.