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, draped only in sports equipment, and has sparked a wave of criticism from women athletes and advocates across the sporting community.
Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to the actress, stating, "this is what women in sport look like." She made the remarks during an appearance on Good Morning Britain, underscoring the need for role models who emphasize performance over appearance. "When we’re trying to provide role models for young people and young women in sport, we really want to show that it’s about what your body can do, not so much what it looks like," Hunt said. She highlighted a troubling statistic: roughly 64 percent of girls drop out of organized sport and regular exercise before they turn 16. "We don’t need to add any extra barriers that could discourage them," she argued.
"Whether they aim for elite competition or simply want to join a local ParkRun with friends, the focus should be on empowerment and opportunity, not on how they look or what they wear." Hunt continued, "Sport isn’t about looking pretty; it’s about pushing limits and embracing the reality that training can be messy, uncomfortable, and even painful. The journey to elite performance is filled with moments that don’t look glamorous – vomiting on the track, crying after a hard session, or simply feeling exhausted.
Yet those moments are part of what makes sport powerful and transformative." She stressed that celebrating the raw, unfiltered experience of sport can inspire girls to see themselves as capable athletes rather than objects of visual appeal. "When you see women in sport who are focused on what they can achieve, it sends a message that you don’t have to worry about your outfit or your looks.
You just need to show up and give your best," Hunt added. Hunt was not the only athlete to condemn 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," drawing a stark contrast between authentic athletic performance and the sexualised imagery used in the commercial. 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 issue had previously featured nude portraits of iconic athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to align her own campaign with a broader conversation about body positivity in sport. However, many critics argued that the context of the betting ad – a commercial designed to sell a gambling product – was fundamentally different from the artistic celebration of athletic bodies presented in the BODY Issue.
Hunt believes the collective response from women in sport has already shifted the narrative. "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 ad, and now the conversation has turned toward celebrating women’s sport in a more authentic way." The backlash highlights a broader cultural debate about how female athletes are portrayed in media and advertising.
While some argue that any visibility for women in sport is beneficial, others contend that representation must be respectful and rooted in athletic achievement rather than sexual appeal. Studies have shown that when young girls see athletes depicted as strong, capable, and diverse, they are more likely to stay engaged in physical activity and pursue sports seriously.
In addition to the immediate criticism, the incident has sparked discussions about the responsibilities of brands when they partner with high‑profile celebrities. Betting companies, in particular, face scrutiny because of the potential for encouraging risky behaviour among vulnerable audiences. By employing a famous actress in a sexually charged context, Novig may have inadvertently reinforced harmful stereotypes that link women’s value to their physical appearance.
Hunt’s call for role models emphasizes that the most effective inspiration comes from athletes who showcase perseverance, resilience, and the willingness to push through adversity. She points out that many young athletes need to see examples of women who train hard, endure setbacks, and still find joy in sport, rather than images that reduce them to decorative objects. The conversation also touches on the importance of media literacy.
As audiences become more savvy, they can discern when an advertisement is using sport as a veneer for unrelated commercial aims. Educators, coaches, and parents can play a role by guiding young people to critically evaluate the messages they receive and to seek out authentic stories of athletic achievement. Ultimately, Hunt’s stance is a reminder that the future of women’s sport depends on the narratives we choose to amplify. By championing athletes who embody dedication and skill, and by rejecting portrayals that prioritize sex appeal over substance, the sporting community can create a more inclusive environment that encourages girls to stay active, stay confident, and stay true to their own athletic potential.