Amy Hunt has voiced serious concerns that the recent betting commercial starring Sydney Sweeney could act as a deterrent for girls who are considering taking up sport. The advertisement, produced for the U.S. betting firm Novig, features the actress from Euphoria scantily clad, draped in sports equipment in a way that many in the female‑athlete community have found objectionable. Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to the actress, stating, "this is what women in sport look like," and used the moment to underline a broader message about representation.
During an interview on Good Morning Britain, Hunt explained why authentic role models matter: "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 highlighted a troubling statistic: roughly 64 percent of girls cease participating in physical activity before they turn 16. "We don’t need to create any additional obstacles for them," she said, "whether they aspire to elite competition or simply want to enjoy a community ParkRun with friends." Hunt’s remarks stressed empowerment over appearance.
"It’s about encouraging girls and women to get out there without worrying about their looks or what they wear," she added. "Sport isn’t always pretty; that’s part of the reality. The journey to elite performance shows people that striving for excellence is extraordinary, and you should aim to be the best version of yourself." She acknowledged that the pursuit of excellence can be messy and uncomfortable. "Sometimes it looks like throwing up in the corner of the track, or I’ve had training sessions where I’ve cried afterward," Hunt admitted, illustrating that the path to success often involves vulnerability and hard work, not just glossy images.
Hunt was not the only athlete to criticize 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 also weighed in on Instagram, drawing a line between looking "sexy" because of athletic achievement and using sexual appeal to market sport itself.
In what seemed like a defensive move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, perhaps an attempt to contextualise her own commercial within a broader tradition of celebrating the athletic form. Hunt believes the collective response from women in sport has already shifted the narrative away from the ad’s initial impact. "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 the actress and become a broader discussion about intent and representation. "It’s more about the intention behind the imagery, and it’s now spun into a completely different direction where we can celebrate women’s sport in many diverse ways," Hunt concluded. The incident underscores a growing tension between commercial interests that often lean on sexualised imagery and athletes who seek authentic, performance‑focused role models for the next generation.
While betting companies and advertisers aim to capture attention, many female athletes argue that the true inspiration for young girls lies in seeing women who excel through skill, determination, and resilience—not through provocative clothing or staged photo‑ops. Research consistently shows that visible, relatable role models boost participation rates among girls.
When girls see athletes who look like them, who train hard, who experience setbacks and triumphs, they are more likely to envision themselves in similar roles. Conversely, when media portrayals focus on appearance over ability, it can reinforce harmful stereotypes that sport is primarily about aesthetics rather than achievement. The backlash against the Novig advert illustrates how quickly public sentiment can coalesce around a shared value: the desire for sport to be inclusive, empowering, and centered on athletic merit.
By amplifying their voices on platforms like Good Morning Britain, Instagram, and Twitter, Hunt, Kramer, Nicolson, and countless other athletes are reshaping the conversation, reminding brands that authenticity matters. In the broader context, this debate mirrors ongoing discussions about gender representation in advertising, the ethics of betting promotions, and the responsibility of media creators to consider the societal impact of their campaigns. As more athletes speak out, advertisers may need to rethink strategies that rely on sexualisation and instead celebrate the genuine strength, skill, and stories of women in sport.
Ultimately, Hunt’s message is clear: the focus should remain on what bodies can achieve, not merely how they appear. By championing this perspective, she hopes to dismantle the barriers that discourage young girls from staying active, ensuring that sport remains a space where talent, hard work, and personal growth are the defining qualities.