Amy Hunt is deeply concerned that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who might otherwise be inspired to take up sport. The advertisement, created for the U.S. betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sports equipment. Its release has sparked a wave of criticism from women athletes and advocates who argue that the imagery undermines the message of genuine athletic empowerment.
Hunt responded forcefully, reminding the public that the image of a woman in sport should be defined by performance, not by sexualized presentation. She made the point after finishing fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, using her platform on Good Morning Britain to stress that role models need to showcase what bodies can achieve rather than how they appear. "When we try to present role models for young people and especially young women in sport, we want to highlight capability over aesthetics," she said.
She highlighted a troubling statistic: roughly 64 percent of girls drop out of organized sport and regular exercise before they turn sixteen. Hunt argued that society should not add any further obstacles that could discourage participation.
Whether a girl aspires to become an elite athlete, join a local Parkrun with friends, or simply stay active for health reasons, the focus should be on empowerment and opportunity, not on how she looks or what she wears. "It's about giving young women the confidence to step onto the field, the track, the court, without fearing judgment about their appearance," Hunt explained.
"Sport isn't always glamorous; it can be messy, it can involve moments of exhaustion, tears, even vomiting at the side of a track. Those raw experiences are part of the journey toward becoming the best version of yourself." Hunt's remarks resonated with a broader community of athletes who also took issue with the Novig ad.
Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the disconnect between authentic athletic effort and the ad's sexualized portrayal.
Australian boxing champion Skye Nicolson added her voice on Instagram, stating, "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 celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, perhaps an attempt to reframe the conversation around body positivity and athletic excellence.
However, many observers felt the gesture missed the mark, as it seemed to deflect rather than address the core criticism that the betting ad commodified women's bodies for commercial gain. Despite the controversy, Hunt believes the outpouring of support from women in sport has already shifted the narrative.
"The reaction has almost outweighed the moment itself," she said, noting that the flood of positive content—highlight reels, personal stories, and celebratory posts about female athletes—has eclipsed the initial shock of the advertisement. "The first thing I saw were all the uplifting compilations of women in sport." She emphasized that the backlash is not a personal attack on Sweeney but a broader statement about intent and impact.
"It's less about the actress and more about the intention behind the message," Hunt clarified. "The conversation has moved into a different space, one where we can celebrate women's sport in all its forms without needing to rely on sexualized imagery." The incident has sparked a larger dialogue about how media, brands, and advertisers should responsibly portray female athletes. Advocates argue that authentic representation—showcasing strength, skill, perseverance, and the everyday realities of training—offers far more compelling role models for the next generation than any stylized, eroticized campaign could.
In practical terms, this means encouraging brands to collaborate with athletes on campaigns that highlight training routines, personal triumphs, and the community aspects of sport. It also involves amplifying stories of women who have overcome barriers, whether socioeconomic, cultural, or institutional, to succeed in their chosen disciplines. By focusing on these narratives, advertisers can help dismantle the stereotypes that contribute to the high dropout rates among teenage girls.
Moreover, the controversy underscores the importance of listening to athletes when they voice concerns about representation. When prominent figures like Hunt, Kramer, and Nicolson speak out, they provide valuable insight into how messaging can either inspire or alienate potential participants. Their perspectives serve as a reminder that the sporting world thrives when inclusivity and authenticity are prioritized over fleeting publicity stunts. As the conversation continues, many hope that the heightened awareness will lead to more thoughtful advertising practices.
Brands may begin to consult with female athletes during the creative process, ensuring that campaigns reflect the true spirit of competition and camaraderie rather than exploiting sexuality for clicks. In the meantime, Hunt remains optimistic that the surge of positive content will continue to empower young girls. She envisions a future where every girl can see herself reflected in the achievements of athletes—whether they are breaking world records, training in community gyms, or simply enjoying a weekend run with friends—without ever feeling that her worth is measured by appearance.
The episode serves as a reminder that role models matter, and that the stories we choose to amplify have real consequences for participation, confidence, and the overall health of sport among women and girls worldwide.