Amy Hunt expressed serious concerns that Sydney Sweeney's provocative betting commercial could act as an obstacle for young girls who are interested in participating in sport. The advertisement, produced for the U.S. betting firm Novig, features the actress best known for her role in "Euphoria" dressed in minimal clothing and draped only in 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 recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to Sweeney by stating, "This is what women in sport look like." She made the comment during an interview on Good Morning Britain, underscoring her belief that role models should be celebrated for what their bodies can achieve rather than how they appear. "When we try to present role models for young people, especially young women in sport, we want to highlight performance and capability, not aesthetics," she said.
The statistics are stark: roughly 64 percent of girls stop exercising or participating in organized sport before they turn 16. Hunt warned that any additional barrier—whether it be a misleading image, a marketing gimmick, or a cultural expectation—could further discourage these girls from staying active. "We need to remove every obstacle that might prevent them from staying fit, whether that means joining a professional team or simply taking part in a community ParkRun with friends," she added. Hunt continued, "The goal is to empower girls and women to get out there without worrying about how they look or what they wear.
Sport isn’t about looking pretty; it’s about pushing limits, learning resilience, and sometimes dealing with uncomfortable moments—like feeling sick on the track or shedding tears after a hard training session. Those experiences are part of the journey toward becoming the best version of yourself." She 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." Australian boxer Skye Nicolson added on Instagram, "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 collection featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps attempting to shift the conversation toward artistic representations of the athletic form.
Hunt believes the outpouring of support for women in sport has already eclipsed any negative fallout from the ad. "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. She emphasized that the backlash is not a personal attack on Sweeney, but rather a critique of the intent behind the advertisement. "It’s more about the intention behind it, and the narrative has now shifted.
We’re seeing a broader celebration of women’s sport rather than a single, controversial image." The broader context of this debate touches on longstanding issues of representation in athletics. For decades, female athletes have fought for visibility that focuses on skill, dedication, and achievement, rather than on sexuality or appearance. Studies have shown that when media coverage emphasizes performance over looks, participation rates among girls increase.
Conversely, sexualized portrayals can reinforce harmful stereotypes and deter young women from seeing themselves as legitimate competitors. In addition to the immediate criticism, the incident has sparked conversations about the responsibilities of brands that partner with athletes. Betting companies, in particular, have been scrutinized for targeting younger audiences with flashy, attention‑grabbing campaigns.
Critics argue that such marketing should align with the values of the sport community, promoting healthy competition and responsible participation rather than exploiting athletes' bodies for commercial gain. Hunt’s advocacy aligns with initiatives worldwide that aim to create more inclusive and supportive environments for female athletes. Programs that provide mentorship, safe training spaces, and media literacy are gaining traction, helping girls navigate the pressures of both sport and societal expectations. By highlighting the real challenges—like the emotional toll of training, injuries, and the mental health aspects of competition—figures like Hunt are redefining what it means to be a role model.
Ultimately, the controversy surrounding Sweeney’s advert underscores a larger cultural shift. As more women demand authentic representation, advertisers and sponsors are being forced to reconsider how they depict athletes.
The hope, expressed by Hunt and many of her peers, is that this moment will serve as a catalyst for change, encouraging future campaigns to celebrate the strength, perseverance, and diverse bodies of women in sport rather than reducing them to eye‑catching props. The conversation continues to evolve, with athletes, fans, and industry leaders all weighing in on how best to balance creative freedom with respect for the athletes who inspire the next generation.
Hunt’s call for genuine role models—women whose stories are defined by their achievements and resilience—remains a powerful reminder that sport should be accessible, empowering, and inclusive for everyone, regardless of appearance.