Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as an obstacle 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 and draped in various pieces of sports equipment.
The visual has sparked a wave of criticism from women athletes and advocates who argue that it sexualises sport rather than celebrating athletic achievement. Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney with a pointed remark: "This is what women in sport look like." She made the comment during an appearance on Good Morning Britain, underscoring her belief that role models should highlight physical capability over 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 pointed to alarming statistics indicating that 64 percent of girls stop exercising or participating in 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. Hunt's message was clear: empowerment comes from encouraging girls to focus on performance and enjoyment rather than appearance. "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.
She emphasized that sport is often messy and unglamorous. "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." Other athletes quickly joined Hunt in condemning the ad. 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 boxer Skye Nicolson added her voice 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. The BODY Issue is known for featuring athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photographs that celebrate the human form in the context of athleticism.
By posting these images, Sweeney may have been attempting to align herself with a tradition of body‑positive sports photography, though many observers felt the gesture missed the mark given the commercial's overtly sexual tone. Hunt believes the collective outcry from women in sport has already shifted the narrative away from the ad itself. "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 noted that the conversation has moved beyond a personal attack on Sweeney and become a broader discussion about 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 controversy highlights a persistent tension in advertising: the line between celebrating athletic bodies and exploiting them for commercial gain. While some argue that showcasing strong, confident women can inspire others, critics maintain that when the focus shifts to sexual appeal, it undermines the very empowerment the ads claim to promote. For many athletes, the priority remains clear: role models should demonstrate skill, dedication, and resilience, offering a realistic and inclusive picture of what it means to be a woman in sport.
In the wake of the backlash, several sports organisations and advocacy groups have reiterated calls for more responsible marketing. They stress the need for campaigns that reflect the diverse experiences of female athletes, from the grueling training sessions and moments of vulnerability to the triumphs and camaraderie that define sport. By doing so, they hope to encourage participation among girls and young women, ensuring that the next generation sees sport as a space for personal growth rather than a stage for objectification.
Overall, the episode serves as a reminder that representation matters deeply. When young girls see athletes who are celebrated for their performance rather than their looks, they are more likely to envision themselves on the track, the field, or the court. Hunt's steadfast advocacy for authentic role models underscores the importance of keeping the focus on what bodies can achieve, not merely how they appear, and it calls on advertisers, media, and the broader public to support a more empowering vision of women in sport.