Amy Hunt is deeply concerned that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who are interested in participating in sport. The advertisement, produced for the U.S.
betting firm Novig, showcases the actress from "Euphoria" in minimal clothing, using sports equipment as a makeshift veil. The visual has sparked a wave of criticism from women athletes and advocates who argue that it undermines the message of empowerment. Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded forcefully to the ad. She told the actress, "this is what women in sport look like," emphasizing that real athletes are defined by performance, not by sexualized imagery.
During an interview on Good Morning Britain, Hunt explained the broader stakes of the debate. "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 they turn 16. "We can't afford to add any extra barriers that might discourage them from staying active, whether that means training for elite competition or simply joining a local Parkrun with friends," she added.
The core of Hunt's message is empowerment through participation, not appearance. "It's about empowering young girls and young women to get out there without worrying about how they look or what they wear," she continued. She reminded viewers that sport is often messy and unglamorous. "Sport isn’t always pretty.
It can involve vomiting on the track or shedding tears after a hard session. Those moments are part of the journey toward excellence." Hunt's remarks resonated with other athletes who also condemned the advertisement. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Australian boxer Skye Nicolson added her voice 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 counter‑move, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. Those pictures featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to reframe the conversation around body positivity and athletic achievement. Despite the controversy, Hunt believes the outpouring of support from women in sport has largely eclipsed any negative fallout from the ad.
"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 clarified that her criticism is not a personal attack on Sweeney but rather a broader statement about intent and representation.
"It’s not anything personal against that actress," Hunt explained. "It’s more about the intention behind the message.
The conversation has shifted, and now we have a platform to celebrate women's sport in many different ways." The incident underscores a larger cultural conversation about how female athletes are portrayed in media and advertising. While some argue that any exposure raises the profile of women's sport, many athletes contend that sexualized imagery can reinforce harmful stereotypes and discourage participation.
The debate touches on issues of consent, agency, and the commercial exploitation of athletes' bodies. For young girls watching these discussions unfold, the stakes are real.
Role models who prioritize skill, dedication, and resilience over appearance can inspire a new generation to stay active, pursue competitive goals, or simply enjoy the health benefits of regular exercise. By highlighting the gritty, authentic side of sport—sweat, tears, and occasional setbacks—athletes like Hunt aim to dismantle the notion that sport must be aesthetically pleasing to be valuable.
In practical terms, organizations and schools can reinforce this message by promoting inclusive programs that focus on fun, skill development, and personal growth rather than appearance. Media outlets can also play a part by featuring stories that showcase athletes' achievements and challenges, rather than resorting to sensationalist or sexualized content. Ultimately, the controversy surrounding Sydney Sweeney's ad has sparked a valuable dialogue about the kind of images we choose to circulate and the impact they have on the next generation of athletes. Amy Hunt's call for authentic role models—women whose bodies are celebrated for what they can accomplish, not merely how they look—offers a roadmap for fostering a more supportive and empowering environment for girls in sport.