Amy Hunt has voiced serious concerns that Sydney Sweeney's recent betting commercial could act as a deterrent for young girls who might otherwise be interested in participating in sport. The advertisement, produced for the U.S.-based betting firm Novig, features the actress from "Euphoria" scantily clad and draped only in sports equipment, a visual that has sparked a wave of criticism from women athletes and supporters of women's sport.
Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest this past weekend, responded directly to the ad by reminding the actress that "this is what women in sport look like" – a statement that underscores the contrast between the commercial's sexualised imagery and the reality of female athletes who train, compete, and endure the physical demands of sport. During an interview on Good Morning Britain, Hunt explained why authentic role models are essential for encouraging participation among girls and young women. "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 stop engaging in organized sport or regular exercise before they turn 16.
She argued that any additional barrier – whether it be a misleading advertisement or a cultural expectation about appearance – 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," Hunt continued. She stressed that empowerment comes from encouraging girls to move their bodies without fear of judgment about their looks or attire. "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," she added.
Hunt pointed out that sport is often far from glamorous. "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," she said.
She acknowledged that the pursuit of excellence can be physically and emotionally taxing. "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 confessed, illustrating the raw, unfiltered side of high‑performance sport that rarely appears in glossy marketing campaigns. Hunt's critique was echoed by several other prominent women in sport. 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," directly juxtaposing the ad's aesthetic with the reality of athletic competition. Australian boxing champion 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 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 reframe the conversation around body positivity and the celebration of athletic form. Despite the controversy, Hunt believes the outpouring of support for 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 observed. She clarified that her concerns are not personal attacks on Sweeney, but rather reflections on the intent behind the advertisement. "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 incident has sparked a broader discussion about how women athletes are portrayed in media and advertising.
While some argue that any visibility can be beneficial, many athletes, coaches, and advocates contend that representation must be authentic and respectful, showcasing the dedication, skill, and perseverance that define sport. The backlash against the Novig ad serves as a reminder that the sports community continues to push for images that inspire participation rather than reinforce stereotypes, ensuring that future generations see role models who embody both strength and substance.