Amy Hunt has expressed serious concerns that Sydney Sweeney’s provocative betting commercial could act as a deterrent for young girls who are interested in taking up sport. The advertisement, created for the U.S. betting firm Novig, features the actress from "Euphoria" scantily dressed and draped in various pieces of sports equipment.
It has ignited a wave of criticism from women across the sporting world, who argue that the image it projects is at odds with the values they wish to promote to the next generation. Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the actress, telling her, "this is what women in sport look like." She made the remarks during an appearance on Good Morning Britain, emphasizing that role models should highlight athletic ability rather than physical appearance.
"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 pointed to statistics indicating that 64 percent of girls stop participating in physical activity before they turn 16, noting that any additional barrier—whether visual, cultural, or commercial—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 kind of just going to do a ParkRun with your friends," she continued.
Hunt stressed that the focus should be on empowerment and accessibility, not on the way athletes are dressed or how they appear on a screen. She added, "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, it’s not pretty, and that’s the thing to get to the level that we’re at.
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.
Sometimes it looks like throwing up in the corner of the track, or I’ve had sessions this year where I’ve been crying afterwards." Hunt’s comments were echoed by several other high‑profile athletes. Former U.S.
Olympic gymnast Gracie Kramer posted a short video of herself competing, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the disconnect between the ad’s sexualised imagery and the reality of athletic performance. Australian boxing champion Skye Nicolson also weighed in on Instagram, writing, "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 defensive move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. The issue famously showcases nude portraits of elite athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of sport rather than as an object of sexual appeal. By aligning herself with that visual language, Sweeney may have been attempting to reframe the conversation, though many observers felt the gesture came too late to offset the initial backlash.
Hunt believes 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. It’s more the 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." The controversy highlights a broader cultural debate about how female athletes are portrayed in media and advertising.
While some argue that any visibility is beneficial, others contend that the type of visibility matters. When a commercial reduces a high‑profile actress to a sexualised prop, it can send a message that a woman’s value in sport is tied to her appearance rather than her skill, dedication, or achievements.
Research consistently shows that role models who emphasize competence, perseverance, and authenticity have a stronger impact on encouraging girls to stay active. Studies from the University of Queensland and Sport England reveal that when young women see athletes who look and act like them—who experience setbacks, injuries, and triumphs—they are more likely to envision themselves participating in sport. Conversely, images that prioritize glamour over grit can reinforce stereotypes that sports are a male‑dominated arena or that female participation is primarily about aesthetics.
In response to the uproar, several sports organisations have pledged to amplify authentic stories of female athletes. Initiatives such as the Women’s Sport Trust’s "She Moves" campaign and the International Olympic Committee’s “Women in Sport” platform are curating content that showcases athletes in training, competition, and everyday life, deliberately avoiding overly sexualised framing.
Hunt’s own platform as a world‑class sprinter gives her a powerful voice. By speaking out, she not only defends the integrity of sport but also encourages brands to think more responsibly about the messages they send. She hopes that advertisers will recognize that the most effective way to sell a product to a broad audience is to align with values like empowerment, health, and genuine achievement, rather than relying on shock value or objectification.
The episode serves as a reminder that the conversation around women’s sport is evolving. As more athletes, fans, and stakeholders demand respectful and realistic representation, advertisers and media creators will need to adapt. The ultimate goal, according to Hunt and her fellow critics, is to ensure that every girl who dreams of sprinting down a track, swinging a racket, or stepping onto a field can see herself reflected in the sport she loves—free from unnecessary barriers and full of possibilities.