Amy Hunt has voiced serious concerns 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, draped only in sports equipment, and has sparked a wave of criticism from women athletes and advocates.
Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney, telling her that the image portrayed in the ad does not reflect the reality of women in sport. "When we try 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 explained during an interview on Good Morning Britain. She highlighted a troubling statistic: 64 percent of girls stop participating in organized exercise or sport before they turn 16. "We cannot afford to add any extra barriers that discourage them from staying active, whether that means training to become a professional athlete or simply joining a community ParkRun with friends," she said.
Hunt stressed that empowerment comes from encouraging girls to focus on performance and enjoyment rather than appearance. "It’s about giving young women the confidence to get out there without worrying about how they look or what they wear," she added. "Sport isn’t always glamorous; sometimes it’s messy, uncomfortable, and even painful. Those moments—like feeling sick on the track or crying after a tough training session—are part of the journey toward becoming the best version of yourself." The backlash against the advert was not limited to Hunt.
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 boxing champion Skye Nicolson also weighed in on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport compared to 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. Those pictures featured celebrated athletes such as Serena Williams and Megan Rapinoe, often shown in artistic nude poses, perhaps in an attempt to reframe the conversation around body positivity and athletic achievement.
Despite the controversy, Hunt believes the collective response from female athletes has turned the tide in favor of a positive 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.
She clarified that her criticism is not a personal attack on Sweeney, but rather a comment on the intention behind the ad and its potential impact on young audiences. Hunt elaborated that the discussion has shifted away from the initial shock value of the commercial to a broader celebration of women’s sport.
"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, and it’s just moved into a completely different spin now, where we’re able to kind of have all these different things celebrating women's sport," she concluded. The incident underscores a larger conversation about how female athletes are represented in media and advertising.
While some argue that bold, eye‑catching imagery can raise visibility for women's sports, others contend that such tactics risk reducing athletes to objects of sexual appeal rather than showcasing their skill, dedication, and hard‑won achievements. The statistic that nearly two‑thirds of girls quit sports before their mid‑teens highlights the urgency of providing authentic, empowering role models who inspire participation through performance, not appearance. Experts in sport psychology note that representation matters: when young girls see athletes who look like them and who are celebrated for their capabilities, they are more likely to envision themselves in similar roles.
Conversely, when the focus shifts to sexualization, it can send a mixed message that success is tied to looks rather than effort and talent. This can be especially damaging in a cultural climate where body image issues already affect many adolescents. In response to the debate, several organizations have pledged to develop campaigns that emphasize athleticism and inclusivity.
Initiatives such as "Play Like a Girl" and "She Runs the World" aim to showcase diverse stories of women in sport, from grassroots participants to elite competitors, highlighting the joy of movement and the empowerment that comes from overcoming challenges. Hunt's stance reflects a growing movement among athletes who are using their platforms to advocate for more respectful and accurate portrayals.
By speaking out, she hopes to influence advertisers, media producers, and sponsors to consider the broader impact of their messaging on the next generation of female athletes. In summary, the controversy surrounding Sydney Sweeney's Novig advert has sparked a vital dialogue about the portrayal of women in sport, the importance of role models, and the need to protect young girls from harmful stereotypes. Amy Hunt, along with other prominent athletes, continues to champion the message that sport should be about ability, resilience, and personal growth—not about conforming to a narrow standard of beauty. The ongoing conversation promises to shape future advertising strategies, ensuring that the focus remains on empowering women and girls through sport rather than exploiting their images for commercial gain.