Athlete Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as an obstacle 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 and draped in various pieces of sporting equipment. The visual has sparked a wave of criticism from women in the sporting community, who argue that it sexualises athletics rather than celebrating athletic achievement. Hunt, who recently finished fourth in the 200 metres at the World Athletics Ultimate Championships in Budapest, responded directly to the ad on the morning television programme Good Morning Britain. She told the host that the image of a woman in sport should be defined by performance, not by 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," she said. She highlighted a troubling statistic: roughly 64 per cent of girls stop participating in physical activity before they turn 16.
"We don't need to add any extra barriers to an already steep drop‑out rate," Hunt argued. "Whether a girl wants to train for the Olympics, join a local football team, or simply run a Parkrun with friends, the focus should be on empowerment and opportunity, not on how she looks or what she wears." The Australian sprinter continued, emphasizing that sport is often messy and unglamorous.
"Sport isn’t always pretty," she explained. "It’s about pushing yourself to the limit, and that sometimes looks like vomiting on the side of the track or shedding tears after a hard session. Those moments are part of the journey toward becoming the best version of yourself, and they don’t always fit a tidy, Instagram‑ready aesthetic." Hunt was not the only athlete to condemn the commercial. Former U.S.
Olympic gymnast Gracie Kramer posted a short video of herself training, 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, writing, "There's a big difference between looking ‘sexy’ because you do sport and using sex 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 issue is known for featuring nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of high performance.
By reposting those photos, Sweeney seemed to suggest that nudity can be an artistic celebration of athleticism, not merely a marketing ploy. Despite the backlash, Hunt believes the conversation sparked by the ad has had a net positive effect. "The reaction has almost outweighed the moment itself," she said. "The first thing I saw were the countless positive compilations of women in sport that flooded social media." She added that the discourse has shifted away from personal attacks on Sweeney and toward a broader discussion about intention and representation.
"It’s not about the actress personally," Hunt clarified. "It’s about the intention behind the imagery. The conversation has moved into a space where we can celebrate women's sport in many different ways, without relying on sexualised tropes." The controversy raises larger questions about how female athletes are portrayed in advertising and media. Historically, many campaigns have leaned on the allure of a woman's body to sell products, often sidelining the athlete's skill, dedication, and achievements.
Critics argue that this approach perpetuates a narrow view of femininity and can deter young girls who do not see themselves reflected in those glossy, hyper‑sexualised images. Research supports Hunt's concerns. Studies have shown that when young women are exposed to sport‑related content that focuses on performance rather than appearance, they are more likely to develop a positive attitude toward physical activity and to persist in participation. Conversely, exposure to sexualised imagery can reinforce the notion that a woman's value in sport is tied to her looks, which may contribute to the dropout rates Hunt cited.
In response to the debate, several sports organisations have pledged to review their marketing guidelines. They aim to ensure that future campaigns highlight athletic excellence, teamwork, and the personal stories of athletes, rather than relying on provocative visuals.
Some have also launched initiatives that pair young athletes with mentors, providing tangible role models who embody the message Hunt advocates. The discussion also touches on the role of betting companies in sport. While betting firms often sponsor events and athletes, their marketing strategies can sometimes clash with the values of inclusivity and health promotion that many sports bodies champion.
Critics argue that betting advertisements should be carefully vetted to avoid undermining efforts to make sport accessible and welcoming to all participants, especially youth. Ultimately, Hunt's call for authentic role models resonates beyond this single advertisement. It underscores a broader movement within the sporting world to shift the narrative from one of visual appeal to one of capability, resilience, and personal growth.
By championing athletes who succeed through hard work and determination, the community can inspire the next generation of girls to lace up their shoes, step onto the field, and pursue sport for the joy and empowerment it offers, rather than fearing judgment based on appearance. The dialogue sparked by the Novig commercial may serve as a catalyst for lasting change, prompting advertisers, athletes, and governing bodies to collaborate on messaging that truly reflects the spirit of sport: inclusive, challenging, and rewarding for anyone willing to give it a try.