Amy Hunt is deeply concerned that the recent betting commercial featuring Sydney Sweeney could act as an obstacle for young girls who might otherwise be drawn to sport. The advertisement, created for the U.S. betting firm Novig, showcases the actress from "Euphoria" in a highly revealing outfit, using sports equipment as a makeshift covering. This visual has sparked a wave of criticism from women athletes and supporters across the sporting community.
Hunt, who just finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the actress, telling her that "this is what women in sport look like." She made the remarks during an appearance on Good Morning Britain, stressing that the message we send to aspiring athletes should focus on capability rather than appearance. "When we try to present role models for young people—especially young women—in sport, the emphasis must be on what the body can achieve, not on how it looks," Hunt explained.
She highlighted a troubling statistic: roughly 64 percent of girls stop participating in physical activity before they turn 16. "We cannot afford to add any extra barriers that discourage them from staying active, whether that means training for elite competition or simply joining a local ParkRun with friends," she said. Hunt continued, "Empowerment means showing girls they can step onto the field, the track, the court, without worrying about their looks or their attire. Sport isn’t about being pretty; it’s about pushing limits, enduring hardship, and sometimes looking far from glamorous.
At the highest levels, we see athletes who are aspirational, who inspire us to become the best versions of ourselves. That journey can involve moments that are uncomfortable, even painful—like vomiting on the track after a grueling race or breaking down in tears after a tough training session.
Those moments are part of the reality of sport, not a polished photo shoot." Hunt was not the only athlete to voice disapproval. 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 boxing champion Skye Nicolson added her perspective 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 move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram stories.
The issue famously featured nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of athletic performance. By juxtaposing those images with her own ad, Sweeney may have been attempting to align herself with a tradition of body‑positive sports photography, though many felt the comparison fell short. Despite the controversy, Hunt believes the collective response from women in sport has turned the tide. "The reaction has almost outweighed the original moment," she said.
"The first thing I saw was a flood of positive compilations showcasing real women athletes, and that narrative has taken over. It’s not a personal attack on Sydney Sweeney; it’s about the intention behind the ad. The conversation has shifted toward celebrating women’s sport in a genuine way, rather than allowing a single commercial to define it." Hunt’s remarks underscore a broader conversation about representation in media and the impact of sexualized imagery on youth participation in athletics.
Research consistently shows that when girls see role models who are presented for their skill, determination, and achievements—rather than their physical appeal—they are more likely to stay engaged in sport. Conversely, hyper‑sexualized portrayals can reinforce harmful stereotypes, suggesting that a woman’s value in sport is tied to her looks rather than her performance.
The backlash also raises questions about the responsibilities of advertisers, especially those operating in the gambling sector, which already faces scrutiny for targeting vulnerable audiences. Critics argue that using a high‑profile actress in a provocative sports context not only undermines the integrity of athletic role modeling but also normalizes the blending of gambling promotion with sports culture.
In response to the outcry, several sports organizations have reiterated their commitment to promoting healthy, inclusive images of athletes. They have called for stricter guidelines on how women athletes are portrayed in advertising, urging brands to prioritize authenticity over sensationalism. Some have even suggested creating a certification system for ads that feature athletes, ensuring that the content aligns with values of empowerment and respect.
Meanwhile, the conversation has sparked a wave of supportive content from fans and fellow athletes. Social media platforms have been flooded with videos, photos, and personal stories from women who share how sport has positively shaped their lives, emphasizing resilience, teamwork, and personal growth over aesthetics. These grassroots narratives are helping to reframe the dialogue, turning what could have been a fleeting controversy into a lasting movement toward more responsible representation. In summary, Amy Hunt’s outspoken criticism of the Sydney Sweeney betting advert highlights a crucial issue: the need for authentic, empowering role models for young girls in sport.
By focusing on ability rather than appearance, and by encouraging brands to respect the integrity of athletic achievement, the sporting community hopes to dismantle barriers and keep girls active, confident, and inspired well beyond their teenage years.