Amy Hunt has expressed concern that Sydney Sweeney's provocative betting commercial could act as an obstacle for young girls who are interested in taking up sport. The advertisement, created for the U.S.
betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sporting equipment. The visual has sparked a wave of criticism from women athletes and advocates who feel it undermines the message of empowerment they strive to promote.
Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest last weekend, responded directly to the actress, saying, "This is what women in sport look like." She made the remark during an interview on Good Morning Britain, underscoring her belief that the focus should be on athletic ability rather than appearance. "When we try to present role models for young people—especially young women—in sport, we want to highlight what the body can achieve, not merely how it looks," Hunt explained. She pointed to a troubling statistic: roughly 64 % of girls stop participating in organized sport or regular exercise before they turn 16.
"We cannot afford to create additional barriers that discourage them from staying active," she said. "Whether that means training to become an elite athlete or simply joining a local Parkrun with friends, the goal is to empower them to move their bodies without fear of judgment about their looks or attire." Hunt continued, describing sport as an arena that often looks messy and unglamorous. "It’s not always pretty," she noted. "When athletes push themselves to elite levels, they demonstrate something extraordinary—an aspiration to become the best version of themselves.
That journey can involve moments that are uncomfortable, even ugly: vomiting on the track, shedding tears after a grueling session, or feeling exhausted beyond words. Yet those moments are part of the authentic story of sport." She was not the only athlete to speak out. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Australian boxer Skye Nicolson added a comment on Instagram, drawing a line between looking "sexy" as a natural result of athletic performance and using sexuality as a marketing tool 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. Those pictures featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to reframe the conversation around body positivity and athletic form.
Hunt believes the outpouring of support from women in sport has already shifted the narrative away from the ad itself. "The reaction has almost outweighed the moment because the first thing I saw was all of the positive compilations of women in sport," she said.
"It’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress. It’s more about the intention behind the message, and it’s now spun into a completely different direction, where we can celebrate women’s sport in many varied ways." The broader issue at stake is the representation of female athletes in media and advertising. While some argue that any visibility can be beneficial, many experts contend that the way women are portrayed can either reinforce harmful stereotypes or challenge them.
When a high‑profile campaign chooses to sexualize a female figure rather than showcase genuine athletic achievement, it risks sending a message that a woman’s value in sport is tied to her physical appeal rather than her skill, dedication, or competitive spirit. Research supports Hunt’s concerns. Studies have shown that girls are more likely to stay engaged in sport when they see relatable role models who reflect their own aspirations and who are celebrated for performance, not appearance.
Role models who embody perseverance, resilience, and authenticity can inspire participation, improve self‑esteem, and counteract the dropout rates that plague youth sport programs. In addition to the immediate backlash, the incident has sparked a larger conversation about how betting companies and other commercial entities should approach athlete endorsements. Critics argue that these brands have a responsibility to align their messaging with the values of the sports community, especially when targeting younger audiences. By focusing on the excitement of competition and the personal growth that sport offers, advertisers can create campaigns that both sell a product and uphold the integrity of athletic role modeling.
Hunt’s call for “role models” resonates beyond this single advertisement. She advocates for a cultural shift where the narrative around women in sport emphasizes capability, hard work, and the joy of movement. This perspective aligns with ongoing initiatives worldwide that aim to increase female participation in sport, provide equitable funding, and ensure that media coverage reflects the diversity and talent of women athletes. Ultimately, the controversy surrounding Sydney Sweeney’s ad serves as a reminder that representation matters.
When athletes like Amy Hunt, Gracie Kramer, and Skye Nicolson speak up, they reinforce the message that sport should be inclusive, empowering, and focused on what the body can accomplish. Their voices help ensure that future generations of girls see sport as a space where they can thrive without having to conform to narrow standards of beauty or marketable sexuality.