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, created for the U.S.
betting firm Novig, features the actress from the hit series "Euphoria" scantily clad and draped in various pieces of sports equipment. This visual has sparked a wave of criticism from women athletes and supporters who feel it undermines the message of genuine athletic empowerment. Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to the actress, telling her that "this is what women in sport look like" – a statement that underscores the stark contrast between a marketing gimmick and the real, hard‑working athletes who compete at the highest levels.
During an appearance on Good Morning Britain, Hunt elaborated on why she believes the ad is problematic and why authentic role models are essential for the next generation. "When we’re trying 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 said. She highlighted a troubling statistic: roughly 64 percent of girls stop participating in organized sport or regular exercise before they turn 16.
"We don’t need to place any kind of barrier in their way," she argued, "whether that barrier is an unrealistic body image, a sexualised marketing campaign, or a lack of opportunity. Girls need to see that sport is about ability, perseverance, and joy, not about looking a certain way." She continued, "It’s about empowering young girls and young women to get out there without worrying about what they look like or what they’re wearing. Sport isn’t always pretty; sometimes it’s messy, sweaty, and even painful. That honesty is what makes it powerful." Hunt also pointed out that elite sport often involves moments that are far from glamorous.
"You might see athletes vomiting in the corner of the track after a grueling race, or you might see them crying after a hard‑won victory," she explained. "Those moments remind us that greatness is earned through struggle, not through a glossy photo shoot." The backlash to the advert was not limited to Hunt. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training, captioning it, "I don’t know what Sydney Sweeney was doing, but this is what a woman in sport looks like." The post resonated widely, illustrating the disconnect between the commercial’s sexualised imagery and the authentic, sweat‑soaked reality of athletic training.
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." Her comment captured a sentiment shared by many athletes: the line between celebrating the physicality of sport and exploiting it for commercial gain should not be blurred. 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 photos featured athletes such as Serena Williams and Megan Rapinoe, who are celebrated for both their sporting achievements and their confidence in presenting their bodies without shame. By aligning herself with those images, Sweeney may have been attempting to reposition the conversation toward body positivity, though critics argued that the context of a betting ad remained fundamentally different.
Hunt believes that the collective response from women in sport has already shifted the narrative away from the ad itself. "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’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress." She added that the conversation has now taken on a broader, more constructive tone.
"It’s more about the intention behind the message, and it’s moved into a completely different spin now, where we’re able to celebrate women’s sport in many different ways." The incident underscores a larger cultural debate about how female athletes are portrayed in media and advertising. While some argue that any visibility can be beneficial, many athletes and advocates contend that representation must be authentic and respectful, focusing on skill, dedication, and the joy of competition rather than on sexual appeal. The ongoing dialogue suggests that future campaigns will need to navigate these concerns carefully, ensuring that the primary message aligns with the values of empowerment, inclusivity, and genuine role modeling for the next generation of girls who aspire to run, jump, throw, and compete at their highest potential.