Amy Hunt expressed serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who might otherwise be inspired to take up sport. The advertisement, produced for the U.S.
betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sporting equipment, a visual choice that sparked a wave of criticism from women athletes and advocates across the sporting community. Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney, reminding the Hollywood star that "this is what women in sport look like" when they compete at the highest level. In an interview on Good Morning Britain, Hunt underscored the need for authentic role models who showcase athletic ability rather than aesthetic appeal. "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.
She highlighted a troubling statistic: roughly 64 percent of girls quit organized sport or regular exercise before they turn 16. Hunt argued that any additional barrier—whether it be a hyper‑sexualised advertisement or a cultural expectation that women must look a certain way—only compounds 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," she explained. The athlete’s message was clear: empowerment comes from encouraging girls to move their bodies without fear of judgment about appearance 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," Hunt continued. She reminded listeners that sport is rarely glamorous; it involves hard work, setbacks, and moments of vulnerability.
"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." Hunt was not the only athlete to voice disapproval. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself competing, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," directly contrasting the commercial’s imagery with the reality of elite performance. Australian boxing champion Skye Nicolson also weighed in on Instagram, noting the distinction between looking "sexy" as a by‑product of athleticism versus using sexuality as a marketing tool 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 or semi‑nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to re‑contextualise the conversation around body positivity and the celebration of athletic form. Despite the backlash, Hunt believes the positive response from women in sport has largely eclipsed any negative impact the ad might have caused.
"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 clarified that her criticism is not a personal attack on Sweeney but rather a broader commentary on intent and representation. "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 incident has sparked a larger dialogue about how female athletes are portrayed in media and advertising. Many argue that while body‑positive campaigns can be empowering, they must be carefully balanced against the risk of reducing athletes to objects of visual consumption. The debate underscores a growing demand for marketing that respects the integrity of sport and the diverse experiences of women who participate in it.
In the weeks following the ad’s release, several sports organisations and advocacy groups have issued statements supporting Hunt’s viewpoint. They stress that role models should embody dedication, resilience, and skill, providing tangible examples for young people to emulate. By shifting the narrative away from superficial aesthetics, these groups hope to retain the substantial proportion of girls who currently abandon sport during adolescence. Ultimately, the controversy serves as a reminder that representation matters.
When young girls see athletes who are celebrated for their achievements rather than their appearance, they are more likely to envision themselves on the track, the field, or the court. As Hunt and her fellow athletes continue to champion authentic role models, the hope is that future advertising will reflect the true spirit of sport—one that values performance, perseverance, and the joy of movement above all else.