Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney's recent betting commercial could act as an obstacle for young girls who are interested in sport. The advertisement, created for the U.S. betting firm Novig, showcases the actress from "Euphoria" in minimal clothing, using sports equipment as a cover. The provocative nature of the ad has sparked a wave of criticism from women in the sporting community, who argue that it sends the wrong message about female athletes.
Hunt responded directly to Sweeney, reminding the Hollywood star that "this is what women in sport look like" after Hunt herself placed fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest over the weekend. In an interview on Good Morning Britain, Hunt explained why authentic role models are essential for encouraging participation among girls and women.
"When we aim to provide role models for young people, especially young women in sport, we need to highlight what the body can achieve rather than how it appears," Hunt said. She cited alarming statistics that reveal roughly 64 percent of girls stop engaging in exercise and sport before they turn 16. "We cannot afford to add any further barriers that might discourage them from staying active, whether that means pursuing a professional career or simply joining a community ParkRun with friends," she added.
Hunt stressed that empowerment comes from confidence in one's abilities, not from conforming to aesthetic standards. "Girls and women should feel free to get out there without worrying about their looks or their attire. Sport is often messy and unglamorous, and that reality is part of what makes it powerful," she continued.
She reflected on her own experiences, noting that elite competition can involve moments that are far from pretty—such as vomiting on the track or breaking down in tears after a grueling session. These authentic moments, she argued, demonstrate resilience and the pursuit of excellence. The backlash against the advert was not limited to Hunt. Former U.S.
Olympic gymnast Gracie Kramer posted a video of her own performance with the caption, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the disconnect between the commercial's sexualized imagery and the reality of athletic effort. Australian boxer Skye Nicolson also weighed in on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." In what appeared to be a response to the criticism, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. The issue famously features nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of sport rather than as a marketing gimmick.
By highlighting these images, Sweeney may have been attempting to align herself with a broader conversation about body positivity in athletics. Hunt believes that the collective outcry from women in sport has already shifted the narrative in a more positive direction. "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.
She emphasized that the conversation has moved beyond a personal attack on Sweeney and is now focused on the broader intention behind such advertising. "It's not about the actress herself," Hunt clarified. "It's about the intent behind the ad and how it frames women's sport. The dialogue has now turned into a celebration of women's achievements, showcasing a variety of stories and successes rather than a single, sexualized image." The incident highlights a larger cultural debate about how female athletes are portrayed in media and advertising.
While some argue that provocative imagery can draw attention to women's sports, many athletes and advocates contend that it reduces the athletes to objects rather than honoring their skill, dedication, and hard‑won accomplishments. The conversation sparked by Hunt and her peers serves as a reminder that role models in sport should inspire through performance, perseverance, and authenticity, not through sexual appeal. In the months ahead, the sport community will likely continue to push for advertising that respects and accurately represents female athletes. This includes advocating for campaigns that showcase the diverse realities of training, competition, and the personal journeys of women in sport.
By keeping the focus on empowerment, resilience, and the sheer physical capabilities of athletes, the hope is to encourage more girls to stay active, pursue their passions, and see themselves reflected in a way that celebrates their true potential.