Australian sprinter Amy Hunt has voiced serious concerns that Sydney Sweeney’s provocative betting commercial could act as a deterrent for young girls who might otherwise be drawn to sport. The advertisement, created for the U.S. betting firm Novig, showcases the actress from "Euphoria" in a scantily‑clad pose, draped only in sports equipment.
The imagery has sparked a wave of criticism from women athletes and advocates who argue that it sexualises sport rather than celebrating athletic achievement. Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the ad by reminding the public that "this is what women in sport look like"—a statement underscoring the contrast between real athletes and the glossy, objectified portrayal in the commercial. During an appearance on Good Morning Britain, she explained why authentic role models are essential for the next generation. "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," Hunt said.
She highlighted a troubling statistic: roughly 64 percent of girls stop participating in organized sport before they turn 16. "We don’t need to place any kind of barrier in their way," she continued, "whether they aim for elite competition or simply enjoy a weekly Parkrun with friends." According to Hunt, the core message should be empowerment, not appearance. "It’s about empowering young girls and young women to get out there without worrying about how they look or what they wear," she asserted. She reminded viewers that sport is often messy and unglamorous.
"Sport isn’t always pretty. It can look like throwing up in the corner of the track, or it can involve sessions that leave you in tears.
Yet those moments are part of the journey toward becoming the best version of yourself." Hunt’s criticism was echoed by other prominent 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 on Instagram, "There’s a big difference between looking ‘sexy’ because you do sport and using sex to sell sport." In what appeared to be a rebuttal, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram stories.
The issue is known for featuring nude or semi‑nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of athletic performance. By posting those pictures, Sweeney seemed to suggest that nudity can be a legitimate way to honour athletes, though many observers felt the gesture missed the point of the original criticism. Hunt believes the backlash has turned the conversation in a positive direction.
"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 discourse has shifted away from a personal attack on Sweeney and toward a broader discussion about how women are portrayed in sport marketing. "It’s actually kind of moved.
It’s separated itself from the moment entirely, and it’s not anything personal against that actress," Hunt explained. "It’s more about the intention behind the imagery, and it’s now spun into a completely different narrative where we can celebrate women’s sport in many diverse ways." The incident underscores a larger cultural debate about the line between empowerment and exploitation.
While some argue that showcasing the female form can be empowering when done on the athletes’ own terms, others contend that using sexuality to sell a product—especially a betting service—reduces sport to a backdrop for titillation. For young girls watching these messages, the distinction can be pivotal. Research consistently shows that visible, relatable role models boost participation rates among girls. When athletes are presented as capable, resilient, and focused on performance, rather than as objects of desire, they provide a template that encourages perseverance and self‑confidence.
Conversely, when advertising reduces athletes to decorative elements, it can reinforce harmful stereotypes and signal that appearance outweighs ability. Hunt’s call to action is clear: sport organisations, sponsors, and media outlets should prioritize narratives that highlight skill, dedication, and the personal growth that comes from training and competition. By doing so, they can help reverse the alarming dropout rate and foster an environment where every girl feels welcome to lace up her shoes, join a team, or simply run a few laps for the joy of movement.
In the weeks following the advert’s release, the conversation has expanded beyond the initial outrage. Panels at sports conferences have begun to address how advertisers can collaborate with athletes to create campaigns that respect both the sport and the individuals involved. Some brands are already experimenting with behind‑the‑scenes documentaries, athlete‑led storytelling, and community‑focused initiatives that place performance at the forefront. Ultimately, the controversy surrounding Sydney Sweeney’s Novig commercial serves as a reminder that the images we broadcast have real consequences for participation, perception, and the future of women’s sport.
As Amy Hunt and her fellow athletes continue to speak out, they are not only defending their own professional integrity but also paving the way for a more inclusive, performance‑oriented sporting culture for the next generation.