Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as an obstacle for young girls who aspire to participate in sport. The advertisement, produced for the U.S. wagering firm Novig, features the actress from "Euphoria" scantily clad, using sports equipment as a makeshift covering. The visual has sparked a wave of criticism from women involved in athletics, who argue that it sends a misleading message about what female athletes look like.
Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the actress, telling her that the portrayal does not reflect the reality of women in sport. "This is what women in sport look like," she said, underscoring the disconnect between the commercial's aesthetic and the everyday experience of female competitors. During an interview on Good Morning Britain, Hunt explained why authentic role models are essential. "When we try to provide role models for young people and especially young women in sport, we want to highlight what the body can achieve, not merely how it appears," she asserted.
She pointed to a troubling statistic: roughly 64 % of girls stop participating in physical activity before they turn 16. "We cannot afford to create any additional barriers that might discourage them from staying active, whether that means training for a professional career or simply joining a community ParkRun with friends," Hunt added.
The athlete emphasized that empowerment comes from encouraging girls to focus on performance rather than appearance. "It’s about showing that you can get out there without worrying about how you look or what you wear," she said. "Sport isn’t always glamorous. The journey to elite performance can be messy – sometimes you feel like you’re vomiting on the track, or you may end a training session in tears.
Those moments are part of the story, and they don’t need to be polished for a marketing campaign." Hunt’s remarks resonated with other prominent sports figures. 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 also weighed in 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. The collection featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to align her own image with a tradition of celebrating the athletic form in a more artistic context.
Despite the backlash, Hunt believes the collective response from women in sport has turned the tide. "The reaction has almost outweighed the moment itself," she said.
"The first thing I saw were all the positive compilations of women in sport. It shifted the conversation away from the ad and toward celebrating real athletes." She clarified that her criticism is not a personal attack on Sweeney, but rather a comment on the intention behind the advertisement.
"It’s not about the actress personally," Hunt explained. "It’s about the message being sent.
The discussion has now moved into a broader dialogue about how we honor women’s sport, and that’s a positive development." The episode highlights a larger cultural debate about the portrayal of female athletes in media and advertising. While some argue that any visibility can be beneficial, others maintain that representation must be authentic and respectful, showcasing the dedication, resilience, and physical capabilities that define sport.
Hunt’s stance underscores the belief that young girls need to see role models who embody strength and perseverance, not just aesthetic appeal. In summary, the controversy surrounding Sydney Sweeney’s Novig advert has ignited a conversation about the values we promote in sports marketing.
Amy Hunt, along with other athletes, is urging brands and creators to focus on the substance of athletic achievement rather than using sexualized imagery to sell a product. By shifting the narrative toward genuine empowerment, they hope to keep girls engaged in sport beyond adolescence, fostering a generation that values performance, health, and personal growth above superficial looks.