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 interested in sport. The advertisement, commissioned by the U.S. betting firm Novig, showcases the actress from "Euphoria" scantily clad, using sports equipment as a makeshift covering. The visual has sparked a wave of criticism from women athletes and advocates who argue it sends the wrong message about female participation in sport.
Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to Sweeney, stating, "This is what women in sport look like." She emphasized that the focus should be on what athletes' bodies can achieve rather than how they appear. During an interview on Good Morning Britain, Hunt explained, "When we aim to provide role models for young people, especially young women, we need to highlight capability over aesthetics." She highlighted a troubling statistic: roughly 64 percent of girls drop out of organized sport before turning 16.
"We cannot afford to add any extra obstacles that might discourage them from staying active, whether that means training for elite competition or simply joining a local Parkrun with friends," Hunt said. "Empowerment means allowing girls to participate without worrying about their looks or attire." Hunt continued, "Sport isn’t about looking pretty; it’s about pushing limits.
Seeing elite athletes strive for excellence should inspire anyone to become the best version of themselves. That journey isn’t always glamorous – sometimes it looks like vomiting on the track or breaking down in tears after a hard session.
Those moments are part of the reality of sport, and they deserve respect." Her remarks were echoed by other prominent athletes. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself competing with the caption, "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 appears 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 aiming to reframe the conversation around body positivity in sport. Despite the controversy, Hunt believes the outpouring of support for women athletes has largely neutralized any negative fallout from the ad. "The reaction has almost outweighed the moment itself," she noted. "The first thing I saw was a flood of positive content celebrating women in sport." She clarified that her critique is not a personal attack on Sweeney but a broader comment on intent and impact.
"It’s not about the actress; it’s about the message being sent. The discussion has shifted toward celebrating authentic female athleticism rather than sensationalized imagery." The incident underscores a larger debate about how female athletes are portrayed in media and advertising. While some argue that any visibility can be beneficial, many athletes and advocates contend that representation must be rooted in authenticity and respect for the sport itself.
The backlash against Sweeney’s ad illustrates how quickly a marketing campaign can be perceived as undermining the very community it seeks to engage. In the wake of the controversy, several sports organizations have reiterated their commitment to promoting genuine role models. They stress the importance of showcasing athletes in moments of competition, training, and perseverance, rather than relying on sexualized imagery to capture attention. By doing so, they hope to inspire the next generation of girls to view sport as a space for personal growth, resilience, and achievement.
Overall, Hunt’s response, bolstered by the solidarity of other female athletes, has turned a potentially damaging advertisement into a catalyst for a broader conversation about empowerment, representation, and the true essence of sport. The dialogue now focuses on how to ensure that young women see themselves reflected in the sport world for their abilities and determination, not just their appearance.