Amy Hunt has voiced serious concerns that Sydney Sweeney’s provocative betting commercial could act as a deterrent for young girls who might otherwise be inspired to take up sport. The advertisement, created for the U.S.
betting firm Novig, features the actress from "Euphoria" scantily clad, using sports equipment as a makeshift covering. The imagery has sparked a wave of criticism from women athletes and advocates who argue that it undermines the message of empowerment they strive to promote. Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to the actress, stating, "This is what women in sport look like." She made the comment during an appearance on Good Morning Britain, underscoring her belief that role models should be celebrated for their abilities rather than their 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 explained. She highlighted a troubling statistic: roughly 64 percent of girls stop participating in physical activity before they turn sixteen. "We don’t need to create any additional barriers that prevent them from staying active, whether that means training for a professional career or simply joining a community ParkRun with friends," she added. The Australian sprinter stressed that the core of sport is empowerment.
"It’s about encouraging girls and women to get out there without worrying about how they look or what they wear," she said. "Sport isn’t always pretty.
The reality of reaching elite levels includes moments that are messy, uncomfortable, even painful—like vomiting on the track or shedding tears after a grueling session. Those experiences are part of the journey toward becoming the best version of yourself." Hunt’s criticism was echoed by several other prominent athletes.
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 on Instagram, "There’s a big difference between looking ‘sexy’ because you do sport and 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 collection featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to frame the conversation around body positivity and athletic achievement rather than sexualization. Despite the heated debate, Hunt believes the positive response from women in sport has already eclipsed any negative fallout from the commercial.
"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." She clarified that her concerns are rooted in intention rather than personal animosity. "It’s more about the intention behind the message, and it’s shifted into a completely different spin now, where we can celebrate women’s sport in a multitude of ways," Hunt concluded.
The broader conversation touches on a longstanding tension in the sports marketing world: how to balance commercial appeal with authentic representation of athletes. While advertisers often lean on eye‑catching visuals to capture attention, many female athletes argue that such tactics can inadvertently reinforce stereotypes that prioritize appearance over performance.
This debate is especially salient given the stark drop‑off rates for girls in sport during adolescence. Studies repeatedly show that societal pressures, body image concerns, and a lack of relatable role models contribute to the decline. Experts suggest that showcasing athletes in training, during competition, and in moments of vulnerability can provide a more realistic and inspiring narrative.
When young girls see women who are celebrated for their dedication, resilience, and skill—rather than for their looks—they are more likely to envision themselves on the track, field, or court. In response to the controversy, several sports organizations have pledged to promote campaigns that focus on athletic achievement and personal growth. Initiatives such as mentorship programs, community sports festivals, and media features that highlight diverse bodies and stories are being championed as alternatives to the kind of sexualized advertising that sparked the backlash.
Ultimately, Hunt’s stance underscores a critical point: the representation of women in sport should empower the next generation to participate, persevere, and excel, regardless of how they look or what they wear. By foregrounding capability over aesthetics, the sports community can help close the participation gap and ensure that more girls remain active well beyond their teenage years.