Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney’s provocative betting commercial could act as a deterrent for girls who might otherwise be interested in sports. The advertisement, created for the U.S.-based wagering firm Novig, showcases the actress from "Euphoria" scantily clad, using sports gear as a makeshift covering. The visual has sparked a wave of criticism from women within the sporting community, who argue that it sexualises athletics rather than celebrates athletic achievement.
Hunt’s response was swift and pointed. Following her fourth‑place finish in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, she took to the airwaves of Good Morning Britain to confront the message of the ad. "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.
Her remarks underscored a broader problem: a staggering 64 percent of girls drop out of regular physical activity before they turn sixteen. Hunt argued that any additional obstacles—such as media that reduces sport to a sex‑selling platform—only deepen that attrition. She continued, "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’s emphasis was on empowerment, not 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," she added. Hunt also highlighted the gritty reality of high‑performance sport. "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." By sharing these candid moments, she aimed to dismantle the myth that elite athletes are perpetually flawless and instead present a more authentic picture of dedication, struggle, and perseverance. Hunt was not the only athlete to condemn the ad. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself performing a routine, 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, stating, "There’s a big difference between looking ‘sexy’ because you do sport compared to using sex to sell ‘sport’." Their comments reinforced a shared sentiment that sport should be celebrated for its physical and mental challenges, not reduced to a marketing gimmick. 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 or semi‑nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps attempting to reframe the conversation around body positivity and the artistic representation of athletes. However, many observers felt the gesture missed the mark, as it seemed to sidestep the core criticism that the original commercial used sexuality to sell a betting product rather than to honour athleticism.
Hunt believes the collective outcry 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 noted that the backlash has transformed the story from a single controversial ad into a broader celebration of female athletic achievement. "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." The episode underscores a growing tension between commercial interests and the integrity of sport. While advertisers seek eye‑catching content to drive engagement, athletes and advocates argue that the portrayal of sport must remain authentic and respectful, especially when it comes to influencing the next generation.
Hunt’s call for role models who exemplify perseverance, skill, and resilience—rather than merely aesthetic appeal—resonates with ongoing efforts to close the gender gap in participation and to ensure that young girls see sport as an inclusive, empowering arena. In the broader context, this controversy adds to a series of debates about how women’s bodies are depicted in media. From the historic "Body Issue" to modern social‑media campaigns, there is a fine line between celebrating the human form and exploiting it for commercial gain.
Hunt’s stance advocates for a balance that prioritises the athlete’s performance and personal story over superficial visual appeal. Ultimately, the dialogue sparked by Hunt’s remarks and the supportive responses from fellow athletes may serve as a catalyst for change.
By amplifying voices that demand authentic representation, the sporting community can push back against marketing strategies that risk alienating the very participants they aim to attract. The hope is that future campaigns will focus on the power, dedication, and joy that sport brings, offering young girls genuine role models who inspire them to lace up their shoes, step onto the track, or join a local club—without worrying about how they look or how they are being marketed to the world.