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 drawn to athletic pursuits. The advertisement in question, produced for the U.S. wagering firm Novig, showcases the actress from "Euphoria" scantily clad, using sports equipment as a makeshift covering.
The imagery sparked an immediate and vocal backlash from women who participate in, coach, or otherwise support sport. Hunt’s reaction was swift and pointed. After finishing fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, she took to the airwaves of Good Morning Britain to challenge the narrative presented by 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.
Hunt underscored a troubling statistic: roughly 64 percent of girls cease regular physical activity before they turn sixteen. "We don’t need to add any extra obstacles that prevent them from staying active, whether that means training for a professional career or simply joining a community ParkRun with friends," she added. The core of Hunt’s message is empowerment. She argues that young women should feel free to engage in sport without worrying about appearance or attire.
"Sport isn’t about looking pretty; it’s about pushing limits, even when the experience is uncomfortable. Sometimes you’re vomiting in a corner of the track, or you’re crying after a hard session. Those moments are part of the journey toward becoming the best version of yourself," she explained. By normalising the gritty, unglamorous side of athletic endeavour, Hunt hopes to dismantle the notion that success in sport must be accompanied by a polished, marketable image.
Hunt was far from the only athlete to condemn the commercial. 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 echoed similar sentiments on Instagram, writing, "There’s a big difference between looking ‘sexy’ because you do sport compared to using sex to sell ‘sport.’" In what appeared to be a defensive move, Sweeney shared a series of photographs from ESPN Magazine’s BODY Issue on her Instagram Stories. The spread featured nude or semi‑nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to argue that nudity and sport can coexist in a respectful, empowering context. However, many critics noted that the intent behind the BODY Issue—celebrating the physical form of elite athletes—differs fundamentally from a betting ad that leverages sexualisation to attract viewers.
Despite the controversy, Hunt believes the wave of support from women in sport has already shifted the conversation. "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 objection to the underlying intention of the advertisement.
"It’s more about the intention behind it, and it’s moved into a completely different spin now, where we’re able to kind of have all these different things celebrating women’s sport," Hunt concluded. The incident highlights a larger cultural debate about how female athletes are portrayed in media and advertising. On one side, there are campaigns that aim to showcase the strength, skill, and dedication of women in sport without resorting to sexualised imagery.
On the other, there are commercial interests that see the combination of sport and sensuality as a quick route to audience engagement, often at the expense of authentic representation. Experts in sports sociology note that role models play a crucial part in keeping girls active. When young athletes see women who are celebrated for their performance rather than their appearance, they are more likely to envision themselves succeeding in similar arenas.
Conversely, when media repeatedly presents a narrow, aesthetic‑focused version of athleticism, it can reinforce harmful stereotypes that discourage participation. In response to the backlash, several organizations have pledged to amplify the voices of athletes who champion inclusive, performance‑focused messaging.
Initiatives such as "Play Like a Girl" and "Girls Play Strong" are working to provide platforms where female athletes can share their stories, training routines, and challenges without the filter of sexualisation. These programs aim to counteract the narrative presented by ads like Sweeney’s, reinforcing the idea that sport is for everyone, regardless of body type, appearance, or commercial appeal. The conversation sparked by the Novig advertisement serves as a reminder that the images and messages surrounding sport have real‑world consequences.
For every girl who watches an ad that reduces athleticism to a visual hook, there is a risk that she may feel alienated from the very activities that could benefit her health, confidence, and sense of community. By foregrounding athletes like Amy Hunt, Gracie Kramer, and Skye Nicolson, the sporting world can continue to push back against reductive portrayals and champion a more authentic, empowering vision of women in sport.