Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who are interested in participating in 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 visual has sparked a wave of criticism from women within the sporting community, who argue that it sends the wrong message about female athletes. Hunt was quick to respond, confronting the Hollywood star directly after Sweeney's ad aired. She reminded Sweeney that the image of women in sport should be grounded in performance and dedication, not in sexualized presentation.
Hunt's remarks came on the heels of her own competitive success, having placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest over the weekend. "When we aim to provide role models for young people—especially young women—in sport, we need to highlight what the body can achieve rather than how it looks," Hunt explained during an interview on Good Morning Britain. She emphasized that the statistics are alarming: roughly 64 percent of girls abandon regular exercise or organized sport before they turn sixteen.
"We cannot afford to add any additional obstacles that might discourage them from staying active," she said. "Whether they aspire to become elite athletes or simply want to join a local Parkrun with friends, the focus should be on empowerment and opportunity, not on appearance." Hunt continued, "The message should be clear: you can step onto the field, track, or court without worrying about your outfit or how you look.
Sport is messy, it’s gritty, and it often looks far from glamorous. That reality is part of what makes reaching the highest levels so rewarding. It shows that striving for excellence is an incredible journey, and the goal should be to become the best version of yourself." She added a personal note, describing moments of vulnerability that athletes often experience: "Sometimes it looks like vomiting in the corner of the track, or having sessions that end in tears.
Those moments are part of the story, not something to hide behind a glossy, sexualized image." Hunt was far from the only athlete to criticize the commercial. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the contrast between authentic athletic effort and the ad's portrayal.
Australian professional boxer Skye Nicolson also weighed in on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport and using sex to sell sport." In what appeared to be a defensive maneuver, 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 frame her own ad within a broader conversation about body positivity and the representation of athletes. Despite the controversy, Hunt believes the collective response from women in sport has turned the tide in a positive direction.
"The reaction has almost outweighed the moment itself," she said. "The first thing I saw was a flood of uplifting compilations celebrating women in sport.
It shifted the narrative away from the ad and toward a broader celebration of female athleticism." She clarified that her criticism is not a personal attack on Sweeney but rather a comment on the intent behind the advertisement. "It's more about the intention behind the content," Hunt noted. "The conversation has now moved into a different space, one where we can highlight and celebrate the many facets of women's sport without relying on sexualized marketing tactics." The incident has ignited a wider discussion about how female athletes are represented in media and advertising.
Many argue that while body positivity is essential, it should not be conflated with the exploitation of sexual imagery to sell products unrelated to sport. The backlash suggests a growing demand for authentic role models who embody dedication, resilience, and the real, sometimes uncomfortable, experiences of training and competition.
In summary, Amy Hunt's call for genuine role models underscores a critical issue: the need to protect and encourage young girls to stay active and pursue sport for the right reasons. By focusing on ability rather than appearance, the sporting community can help ensure that the next generation sees athletes as people who push their physical limits, overcome setbacks, and celebrate the joy of movement—without the distraction of sexualized marketing.
The ongoing dialogue sparked by the Novig advert may ultimately lead to more thoughtful, respectful portrayals of women in sport, reinforcing the message that success is built on hard work, perseverance, and the courage to be oneself on and off the field.