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 interested in participating in sport. The advertisement, produced for the U.S. betting firm Novig, showcases the actress from "Euphoria" in a highly revealing outfit, essentially draped only in sports equipment.
The visual has sparked a wave of criticism from women athletes and advocates who argue that it sends the wrong message about female athletes. Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest this past weekend, responded directly to the actress, stating, "This is what women in sport look like." She made the comment during an appearance on Good Morning Britain, where she also stressed the need for role models that highlight ability over appearance.
"When we aim to provide role models for young people, especially young women in sport, we want to demonstrate that the focus should be on what the body can achieve, not merely how it looks," Hunt explained. "Statistics show that roughly 64 percent of girls stop participating in exercise and organized sport before they turn sixteen. We cannot afford to introduce any additional obstacles that might discourage them from staying active, whether that means pursuing a professional career or simply joining a local ParkRun with friends." She continued, "The goal is to empower girls and women to feel confident stepping onto a field, a court, or a track without worrying about their looks or their clothing. Sport is often messy and unglamorous, and that reality is part of what makes it compelling.
When athletes strive for excellence, they set a powerful example that encourages others to become the best version of themselves. That pursuit doesn't always look polished; sometimes it involves vomiting in a corner of the track or shedding tears after a grueling training session." Hunt's remarks were echoed by several other prominent female athletes. 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 a comment on Instagram, drawing a clear distinction: "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 maneuver, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram Stories.
The collection featured nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps attempting to reframe the conversation around body positivity and athletic achievement. Despite the initial uproar, Hunt believes the outpouring of support for women in sport has largely neutralized any potential negative fallout from the ad.
"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." She further clarified that the controversy has shifted the narrative from a singular incident to a broader celebration of women's athletics.
"It's more about 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," Hunt concluded. The debate touches on a larger cultural conversation about how female athletes are portrayed in media and advertising.
On one side, there are campaigns that emphasize strength, resilience, and the sheer physical capabilities of women, aiming to inspire the next generation to pick up a ball, a racket, or a pair of running shoes. On the other side, there are marketing strategies that rely on sexualized imagery, which many argue reduces athletes to objects rather than showcasing their skill and dedication. Research consistently shows that positive role models can dramatically influence participation rates among youth.
When girls see athletes who are celebrated for their performance, work ethic, and perseverance, they are more likely to envision themselves in similar roles. Conversely, when the focus shifts to appearance or sexuality, it can create a perception that success in sport is contingent upon conforming to narrow beauty standards, potentially alienating those who do not fit that mold. Hunt's advocacy aligns with initiatives worldwide that aim to increase female participation in sport through inclusive policies, community programs, and media representation that honors athletic achievement.
By highlighting the stark dropout statistic—64 percent of girls leaving sport before age sixteen—she underscores the urgency of creating environments where every girl feels welcome and valued, regardless of body type, skill level, or socioeconomic background. In summary, the controversy surrounding Sydney Sweeney's Novig advertisement has ignited a crucial discussion about the portrayal of women in sport. Amy Hunt, along with other athletes, has used the moment to call for a shift toward role models that celebrate capability over aesthetics, thereby fostering an environment where young girls can pursue sport without fear of judgment or unrealistic expectations. The conversation continues to evolve, but the core message remains clear: empowering women in sport means focusing on what they can do, not just how they look.