Amy Hunt expressed serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for young girls who are interested in taking up sport. The advertisement, created for the U.S. betting firm Novig, showcases the actress from "Euphoria" scantily clad and draped in sports equipment, a visual that has sparked a wave of criticism from women athletes and advocates for female participation in sport. Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney, stating, "This is what women in sport look like." Her comment was made during an appearance on Good Morning Britain, where she underscored the need for authentic representation of female athletes.
"When we aim to provide role models for young people—especially young women—in sport, we want to highlight what their bodies can achieve rather than how they appear," Hunt explained. She pointed to alarming statistics indicating that 64 percent of girls drop out of organized sport and exercise before they turn 16. "We cannot afford to place 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 added.
Hunt continued, "The goal is to empower girls and women to get out there without worrying about their looks or their attire. Sport isn’t about looking pretty; it’s about pushing your limits, even when it means feeling uncomfortable or experiencing setbacks." She described the reality of elite competition, noting that the journey often includes moments that are far from glamorous—like feeling sick at the side of the track or shedding tears after a grueling training session. "Being aspirational and striving for excellence is wonderful, but it doesn’t always look attractive," Hunt said.
"Sometimes it looks like vomiting on the track or crying in the locker room, and that’s part of the truth we need to share." Hunt was not the only athlete to speak out against the ad. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself performing a routine, 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 response, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories. The BODY Issue is known for featuring nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of athletic achievement.
By posting these images, Sweeney seemed to align herself with a broader conversation about body positivity and the representation of athletes. Hunt believes that the outpouring of support from women in sport has already mitigated any potential negative fallout from the commercial. "The reaction has almost outweighed the moment itself," she said. "The first thing I saw was a flood of positive compilations highlighting women in sport." She noted that the conversation has shifted away from a personal attack on Sweeney and toward a larger discussion about intent and impact.
"It’s not about the actress personally; it’s about the intention behind the ad," Hunt clarified. "Now the narrative has moved into a space where we can celebrate women’s sport in many different ways." The controversy highlights a broader cultural debate about how female athletes are portrayed in media and advertising. On one side, there are campaigns that aim to showcase strength, skill, and determination without resorting to sexualized imagery. On the other, advertisers sometimes argue that provocative visuals attract attention and drive engagement, even if they risk alienating the very audience they claim to inspire.
For many young athletes, seeing role models who are celebrated for their performance rather than their appearance can be a powerful motivator. Studies have shown that representation matters: when girls see women succeeding on the track, field, court, or mat, they are more likely to envision themselves in those roles.
Conversely, when the focus shifts to looks, it can reinforce harmful stereotypes and diminish the perceived value of athletic achievement. Hunt’s advocacy aligns with initiatives from organizations such as Women’s Sport International and the International Olympic Committee, which have launched campaigns to promote gender equity and encourage participation at all levels. These programs often emphasize the importance of creating safe, inclusive environments where girls feel supported to pursue sport for the love of competition and personal growth.
In addition to speaking out publicly, Hunt continues to mentor younger athletes, sharing her own experiences of overcoming setbacks and staying resilient. She stresses that the path to elite performance is rarely linear and that setbacks—whether physical injuries, emotional moments, or societal pressures—are part of the journey. By expanding the conversation beyond a single advertisement, Hunt hopes to foster a more nuanced understanding of what it means to be a woman in sport.
She envisions a future where advertisements celebrate athleticism, where young girls are encouraged to focus on their capabilities, and where the narrative around female athletes is defined by their dedication, skill, and perseverance rather than by superficial aesthetics. Ultimately, the backlash against the Novig ad serves as a reminder that the sports community remains vigilant about how its members are portrayed. It also underscores the power of collective voices—athletes, fans, and advocates alike—to shape the cultural landscape and ensure that the next generation of girls sees sport as an arena of empowerment, not a barrier.