Athlete 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, produced 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 within the sporting community, who argue that it sends the wrong message about female athletes. Hunt responded to the ad by confronting the actress directly, stating, "This is what women in sport look like," after she placed fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest over the weekend.
During an appearance on Good Morning Britain, Hunt elaborated on why she believes the ad is problematic and why authentic role models are essential. "When we aim to provide role models for young people, especially young women in sport, we want to highlight what the body can achieve, not merely how it appears," Hunt explained. She referenced alarming statistics indicating that 64 percent of girls stop participating in physical activity before they turn sixteen. "We cannot afford to erect any barriers that might discourage them from staying active, whether that means pursuing a professional career or simply joining a community run with friends," she added.
Hunt stressed that empowerment should come from confidence in one's abilities rather than concern over appearance or attire. "It's about giving young girls and women the freedom to get out there without worrying about how they look or what they're wearing," she said. "Sport isn't always glamorous.
Reaching the elite level shows that ambition and hard work are rewarding, and you should strive to be the best version of yourself." She also acknowledged the less‑glamorous side of competition, noting that elite athletes often endure moments that are far from pretty. "Sometimes it feels like vomiting on the track, or I've had training sessions that left me in tears," Hunt confessed, underscoring that the reality of sport includes both triumph and struggle. Hunt was not the only voice condemning the advertisement. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." 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 response to the backlash, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram Stories. Those images featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps aiming to frame the conversation around body positivity and athleticism. Despite the controversy, Hunt believes the outpouring of support for women in sport has largely neutralised any potential negative impact of 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. "It has shifted the narrative away from the actress herself and turned it into a broader celebration of female athletic achievement." She added that the discussion has moved beyond a single commercial to a larger conversation about how women's sport is represented in media and advertising. "It's not a personal attack on the actress; it's about the intention behind the imagery," Hunt clarified. "Now the focus is on celebrating women's sport in all its forms, and that is a positive outcome." The incident highlights a growing tension between commercial interests that seek to leverage sexuality for attention and the sporting community's desire for authentic representation.
Many athletes argue that role models should inspire through skill, dedication, and perseverance rather than through sexualized imagery that may alienate potential participants. In recent years, there has been an increasing push for more inclusive and realistic portrayals of female athletes. Campaigns such as the "This Girl Can" initiative in the UK and similar movements worldwide aim to showcase women of all shapes, sizes, and abilities engaging in sport without the pressure to conform to conventional beauty standards. These efforts seek to address the dropout rates among adolescent girls by presenting sport as accessible and enjoyable for everyone.
Hunt's stance aligns with this broader movement. By calling attention to the statistic that nearly two‑thirds of girls disengage from physical activity before reaching 16, she underscores the urgency of providing relatable, empowering role models. She advocates for a narrative that celebrates effort, resilience, and the joy of movement, rather than one that reduces athletes to objects of visual appeal.
The debate sparked by Sweeney's ad serves as a reminder that advertising choices can have far‑reaching cultural implications. While brands may aim to capture attention through provocative imagery, they also bear responsibility for the messages they send to impressionable audiences. In the realm of sport, where confidence, body autonomy, and empowerment are already central themes, the line between artistic expression and exploitation can become blurred.
As the conversation continues, many hope that the heightened awareness will lead to more thoughtful collaborations between athletes, advertisers, and media outlets. The goal is to ensure that future campaigns highlight the strength, skill, and dedication of women in sport, fostering an environment where young girls feel encouraged to lace up their shoes and pursue their athletic ambitions without fear of judgment or unrealistic expectations.
In summary, Amy Hunt's response to the Sydney Sweeney betting commercial underscores a critical issue: the need for authentic, empowering role models in sport. By focusing on ability over appearance and championing inclusive representation, Hunt and her fellow athletes aim to break down barriers that prevent girls from staying active and to promote a healthier, more inclusive sporting culture for future generations.