Amy Hunt has voiced serious concerns that Sydney Sweeney's recent 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 provocative imagery sparked a wave of criticism from women athletes and advocates who felt the portrayal was inappropriate and counter‑productive.
Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest last weekend, responded directly to Sweeney, telling the Hollywood star that "this is what women in sport look like." She underscored her point on the morning television programme Good Morning Britain, arguing that role models for young people—especially young women—should highlight athletic ability rather than appearance. "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," Hunt explained. She cited alarming statistics indicating that 64 percent of girls stop participating in exercise or organized sport before they turn 16. "We don't need to add any extra barriers that prevent them from staying active, whether that means training for a professional career or simply joining a local ParkRun with friends," she added.
The Australian sprinter stressed that empowerment comes from encouraging girls to move their bodies without fear of judgment. "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," she said.
"Sport isn’t always pretty, and that’s part of the reality at the elite level. It shows people that striving for excellence is amazing, and you should aim to be the best version of yourself." She acknowledged that the pursuit of athletic excellence can be messy and emotionally taxing. "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 admitted, illustrating that vulnerability is a natural part of high‑performance sport. Hunt was not the only athlete to criticize the commercial. 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." Australian boxing champion Skye Nicolson also weighed in 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 maneuver, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories.
Those pictures featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps an attempt to reframe the conversation around body positivity and athletic achievement. Despite the controversy, Hunt believes the collective response from women in sport has turned the tide in favor of a more positive narrative.
"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. "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 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 episode underscores a broader debate about how female athletes are represented in media and advertising. While some argue that any visibility can be beneficial, others contend that sexualised portrayals risk reinforcing harmful stereotypes and discouraging participation. For many young girls, seeing a strong, capable athlete who looks like them—flawed, sweaty, and determined—can be far more inspiring than an image that reduces sport to a backdrop for sexual appeal. Experts in sports psychology note that role models who emphasize effort, resilience, and skill development tend to have a lasting impact on youth engagement.
When advertisements prioritize aesthetics over achievement, they may inadvertently send a message that appearance is more valuable than performance, which can erode confidence in aspiring athletes. In response to the backlash, several sports organisations have pledged to promote campaigns that focus on athleticism and inclusivity. Initiatives such as "Play Like a Girl" and "HerSport" aim to showcase diverse stories of women excelling in a range of disciplines, from track and field to rowing, without resorting to sexualised imagery.
Hunt’s call for authentic role models resonates with these efforts. By highlighting the gritty reality of training, the emotional highs and lows, and the sheer joy of movement, she hopes to inspire a new generation to view sport as a space for personal growth rather than a stage for visual spectacle. In summary, the controversy surrounding Sydney Sweeney’s Novig advert has ignited a vital conversation about the portrayal of women in sport.
Amy Hunt, alongside other athletes, is urging advertisers, media outlets, and the public to shift focus toward celebrating what athletes can achieve with their bodies, not merely how they look. The ultimate goal is to eliminate barriers—whether visual, cultural, or psychological—that deter girls from staying active, ensuring that sport remains an empowering, inclusive arena for all.