Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who might otherwise be drawn to sport. The advertisement, produced for the U.S. betting firm Novig, features the Euphoria actress in minimal clothing, draped only in sports equipment, and has sparked a wave of criticism from women athletes and advocates.
Hunt responded directly to the actress, reminding her that "this is what women in sport look like" after Hunt herself finished fourth in the 200 metres at the World Athletics Ultimate Championships in Budapest over the weekend. During an interview on Good Morning Britain, Hunt explained the broader implications of the ad and the message it sends to aspiring athletes. "When we try to present role models for young people—especially young women—in sport, we want to highlight what the body can achieve, not just how it appears," Hunt said.
She pointed out a troubling statistic: roughly 64 percent of girls stop participating in sport or regular exercise before they turn sixteen. "We cannot afford to add any extra obstacles that might discourage them from staying active, whether that means joining a professional team or simply running a Parkrun with friends," she added. The athlete emphasized that empowerment comes from encouraging girls to move without worrying about their looks or attire. "Sport isn’t about being pretty; it’s about pushing limits and showing that striving for elite performance is a remarkable pursuit.
The goal is to become the best version of yourself, even when the process looks messy," Hunt explained. She described moments on the track that are far from glamorous—vomiting in a corner or breaking down in tears after a grueling training session—yet those moments are part of the authentic athlete experience. Hunt was not the only voice raising concerns. 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 response, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. The issue featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to reframe the conversation around body positivity in sport.
Hunt believes the outpouring of support from female athletes has already eclipsed any negative impact the commercial might have caused. "The reaction has almost outweighed the moment itself.
The first thing I saw was a flood of positive compilations of women in sport," she said. She clarified that her criticism is not a personal attack on the actress but rather a comment on the intention behind the advertisement. "It’s shifted the narrative entirely. Instead of focusing on a single controversial image, we now have a broader celebration of women’s sport," Hunt noted.
This shift, she argues, creates space for a more nuanced dialogue about how female athletes are represented in media and advertising. The controversy raises larger questions about the balance between marketing, sexuality, and authentic representation in sports culture.
While advertisers often turn to eye‑catching imagery to capture attention, critics argue that using sexualized portrayals of athletes can undermine the very empowerment they claim to promote. For many women in sport, the priority is visibility that reflects dedication, skill, and the hard work behind every performance, not a superficial focus on appearance.
Research consistently shows that role models who emphasize competence and perseverance have a stronger positive influence on youth participation than those who rely on sexual appeal. By showcasing athletes who overcome injuries, push through mental barriers, and celebrate both victories and setbacks, media can inspire a new generation to stay active and confident in their bodies. In response to the debate, several sports organizations have reiterated their commitment to promoting inclusive and respectful imagery. They stress that advertising should align with the values of sport—fair play, dedication, and mutual respect—rather than exploiting sexuality for commercial gain.
Hunt’s comments, alongside those of Kramer, Nicolson, and countless other athletes, underscore a growing movement within the sporting community: a demand for authentic representation that empowers rather than objectifies. As the conversation evolves, it may encourage advertisers to rethink strategies, focusing on stories that celebrate the resilience, talent, and diverse experiences of women in sport. Ultimately, the incident serves as a reminder that the images we choose to broadcast have real consequences for participation rates, self‑esteem, and the cultural perception of women athletes.
By championing role models who embody strength, perseverance, and genuine passion for sport, the community hopes to break down barriers and keep young girls engaged in physical activity well beyond their teenage years.