Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney’s provocative betting commercial could act as an obstacle for young girls who might otherwise be inspired to take up sport. The advertisement, produced for the U.S. betting firm Novig, features the actress from "Euphoria" scantily dressed and draped in various pieces of sports equipment.
The imagery sparked a wave of criticism from women involved in athletics, who argued that it reduces sport to a sexualized spectacle rather than celebrating athletic achievement. Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney, telling the Hollywood star that "this is what women in sport look like" – a statement meant to underline the contrast between genuine athletic performance and the commercial’s suggestive portrayal.
During an appearance on Good Morning Britain, Hunt elaborated on why authentic role models matter. "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," she said.
Hunt highlighted a troubling statistic: roughly 64 percent of girls drop out of organized sport before turning 16. She argued that any additional barrier – including media that sexualises female athletes – only deepens the problem. "We don’t need to place any kind of barrier whatsoever in their way in terms of providing the opportunity and the empowerment for them to still exercise, whatever that looks like, professional or just going to do a ParkRun with your friends," Hunt explained. She continued, emphasizing that empowerment should be about confidence in one’s abilities rather than appearance.
"It’s about empowering young girls and young women and young people to show that you really can just get out there and you don’t have to worry what you look like, you don’t have to worry about what you’re wearing. Sport isn’t about looking pretty; it’s about pushing limits and embracing the messiness of effort." Hunt also described the less glamorous side of elite competition, noting that the path to excellence can involve moments that are far from glamorous – like vomiting on the track or breaking down in tears after a grueling session.
"It’s shown to people that being aspirational and trying to be elite is something amazing, and you should really want to be the best version of yourself you can be. And that doesn’t always look attractive, and that doesn’t always look nice," she said. The backlash was not limited to Hunt. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing with the caption, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the disconnect between the ad’s aesthetic and the reality of athletic performance. Australian boxer Skye Nicolson added her voice on Instagram, drawing a line between looking "sexy" as a natural by‑product of sport and using sexuality as a marketing tool: "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 counter‑move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. The BODY Issue is known for featuring athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photographs that celebrate the human form in the context of sport. By juxtaposing those images with her own commercial, Sweeney may have been attempting to reframe the conversation around body positivity and athleticism.
Hunt believes the collective response from women in sport has already shifted the narrative. "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 stressed that the discussion has moved beyond a personal attack on Sweeney and has become a broader conversation about intent and representation. "It’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress.
It’s more the kind of intention, and it’s just moved into a completely different spin now, where we’re able to kind of have all these different things celebrating women's sport," Hunt concluded. The episode highlights a growing tension between commercial interests that seek to capitalize on the allure of celebrity and the authentic voices of athletes who want sport to be seen for its dedication, discipline, and empowerment.
As more women speak up, the hope is that future campaigns will prioritize genuine role models—athletes whose stories reflect hard work, resilience, and the real physicality of sport—over images that merely aim to attract attention through sexualisation. This shift could help reverse the alarming dropout rates among young girls and ensure that the next generation sees sport as a space where they can thrive based on ability, not appearance.