Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as a roadblock for young girls who are interested in sport. The advertisement, created for the U.S. betting firm Novig, features the actress from "Euphoria" scantily clad and draped in sports equipment, a concept that 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 Championship in Budapest, responded to the ad by reminding the public that "this is what women in sport look like" – a statement aimed at challenging the hyper‑sexualised image presented in the commercial. Speaking on Good Morning Britain, she explained that when society tries to present role models for young people, especially young women, the focus should be on what the body can achieve rather than how it appears.
"When we see the statistics that 64 percent of girls drop out of sport and exercise before they turn 16, we cannot afford to add any extra obstacles," Hunt said. "We need to give them opportunities and empowerment, whether that means training for elite competition or simply joining a local Parkrun with friends." She continued, emphasizing that the goal is to inspire confidence and participation without the pressure of looking a certain way.
"It’s about empowering young girls and young women to get out there without worrying about their appearance or what they wear," Hunt added. "Sport isn’t always pretty – that’s part of the reality. When we reach the level we’re at now, it shows that striving for excellence is remarkable, and you should aim to be the best version of yourself." Hunt acknowledged that the pursuit of excellence can be uncomfortable and even painful. "Sometimes it looks like vomiting in the corner of the track, or having sessions where you cry afterward," she admitted, underscoring that the journey to athletic success is rarely glamorous.
Her criticism was echoed by other prominent athletes. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing with the caption, "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. Those pictures 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 rather than sexualisation. Despite the controversy, Hunt believes the collective response from women in sport has turned the tide in favour 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 noted.
"It’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress." She clarified that the issue is less about the individual actress and more about the intention behind the advert.
"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," Hunt concluded. The broader discussion highlights a persistent tension in the sports marketing world: how to balance artistic expression and commercial appeal with the responsibility to present athletes—especially women—as capable, strong, and relatable role models. While some argue that provocative imagery can draw attention and break taboos, many athletes and supporters contend that it risks reinforcing harmful stereotypes and deterring participation among the very demographic that needs encouragement.
Research consistently shows that representation matters. Young girls who see diverse, authentic portrayals of female athletes are more likely to stay engaged in physical activity. Conversely, when media emphasises sexuality over skill, it can send a mixed message that a woman’s value is tied to her looks rather than her performance. This is especially concerning given the alarming dropout rates among adolescent girls, a statistic Hunt highlighted.
In response to the backlash, several sports organisations have pledged to promote campaigns that focus on athletic achievement, mental health, and community involvement rather than aesthetic appeal. Initiatives such as "She Plays," "Girls in Motion," and various grassroots programs aim to create environments where girls feel safe to explore sport without fear of judgment.
The incident also raises questions about the role of betting companies in sports advertising. While betting is a legal industry, its association with sports can blur lines between competition and commercial exploitation. Critics argue that betting firms should adopt stricter guidelines to ensure their marketing respects the integrity of sport and the athletes involved.
Overall, the controversy surrounding Sydney Sweeney’s Novig advert has ignited an important conversation about the images we put forward as role models. Amy Hunt’s call for authentic representation underscores a growing demand for marketing that celebrates athleticism, resilience, and the joy of participation, rather than relying on sexualised shortcuts. As the dialogue continues, it may well shape future advertising standards and, more importantly, influence how young girls perceive their own potential in sport.