Amy Hunt is deeply concerned that the recent betting commercial featuring Sydney Sweeney could act as a deterrent for young girls who might otherwise be inspired to take up sport. The advertisement, produced for the U.S.
betting firm Novig, showcases the actress from "Euphoria" scantily clad, using sports equipment as a makeshift covering. The provocative nature of the spot has sparked a wave of criticism from women within the athletic community, who argue that it sends the wrong message about what it means to be a female athlete.
Hunt has already responded forcefully, telling the Hollywood star that "this is what women in sport look like" after Hunt herself placed fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest over the weekend. In an interview on Good Morning Britain, Hunt explained the broader implications of such imagery. "When we are trying to present role models for young people, especially young women, we want to highlight what their bodies can achieve, not merely how they appear," she said.
"The statistics are stark: roughly 64 percent of girls drop out of organized sport before they turn sixteen. We cannot afford to add any extra obstacles that might discourage them from staying active, whether that means training for elite competition or simply joining a local ParkRun with friends." She continued, "Empowerment comes from showing that you can step onto the field or the track without worrying about your looks or your attire. Sport isn’t about looking pretty; it’s about pushing limits and embracing the reality that reaching the top level can be messy, grueling, and at times, uncomfortable. The journey to elite performance is remarkable, and it should motivate each person to strive to be the best version of themselves.
That journey doesn’t always look glamorous—it can involve moments like vomiting on the track or shedding tears after a tough training session." Hunt was not the only athlete to voice disapproval of 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 boxer Skye Nicolson added her perspective 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. Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, perhaps an attempt to reframe the conversation around body positivity and athletic achievement. Hunt believes that the collective response from women in sport has already shifted the narrative away from the commercial’s intended impact.
"The reaction has almost outweighed the moment itself," she noted. "The first thing I saw was a flood of positive compilations celebrating women in sport. It’s become something larger than the ad, and it’s not a personal attack on the actress.
It’s about intent. The conversation has moved into a different direction, one where we can celebrate women’s sport in all its forms." The controversy highlights a deeper societal debate about the portrayal of female athletes in media.
On one side, advertisers argue that using high‑profile celebrities and provocative imagery can capture attention and drive engagement. On the other, athletes and advocates stress that such tactics risk reducing sport to a sexualized spectacle, undermining years of work aimed at normalizing women’s participation in physical activity. Research consistently shows that visibility of authentic role models—women who are celebrated for their skill, dedication, and perseverance—has a measurable effect on participation rates among girls. When young athletes see someone who looks like them excelling on a global stage, they are more likely to imagine themselves in that role.
Conversely, when the focus shifts to sexual appeal rather than athletic competence, it can reinforce stereotypes that discourage girls from pursuing sport seriously. In addition to the immediate backlash, the incident has sparked broader conversations about advertising standards and the responsibility of brands to consider the social impact of their campaigns.
Some commentators have called for stricter guidelines to ensure that marketing content does not inadvertently perpetuate harmful gender norms. Others suggest that brands collaborate directly with athletes and sport organizations to co‑create content that aligns with the values of empowerment and inclusivity.
For Hunt and many of her peers, the ultimate goal remains clear: to create an environment where sport is accessible and appealing to all, regardless of gender, body type, or background. This involves not only promoting elite competition but also encouraging everyday participation—whether that means a casual jog in the park, a community soccer game, or a weekly yoga class. By emphasizing the functional capabilities of the body over its aesthetic presentation, advocates hope to dismantle the barriers that have historically kept many girls from staying active beyond early childhood.
The dialogue sparked by Sweeney’s ad serves as a reminder that the images we circulate in the public sphere carry weight. They can either reinforce limiting narratives or help to broaden the definition of what it means to be a woman in sport. As Hunt and other athletes continue to speak out, they are shaping a future where the focus returns to performance, perseverance, and the joy of movement, rather than the superficial allure of a marketing gimmick.
The hope is that this momentum will translate into more supportive policies, better representation in media, and ultimately, higher retention rates for girls in sport—a goal that benefits individuals, communities, and the broader culture of athletics.