Amy Hunt is sounding the alarm over the potential negative impact of Sydney Sweeney's recent betting commercial on young girls who might be considering a career in sport. The advert, produced for the U.S.
betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sports equipment. The provocative imagery has sparked a wave of criticism from women athletes and advocates who argue that it sends the wrong message about what it means to be a female sportsperson. Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to Sweeney, telling the Hollywood star, "this is what women in sport look like." She made the comments during an appearance on Good Morning Britain, where she stressed that role models for young athletes should be celebrated for their abilities rather than their appearance. "When we are 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 explained.
She pointed to alarming statistics indicating that 64 percent of girls drop out of organized sport before they turn 16. "We don't need to create any additional barriers that prevent them from staying active, whether that means training for a professional career or simply joining a community ParkRun with friends," she added. Hunt continued, "Empowering girls and women means showing them they can get out there without worrying about how they look or what they wear.
Sport isn’t always pretty, and that’s part of the reality we need to accept. When people see athletes striving for excellence, they understand that the goal is to become the best version of themselves, not to fit a narrow aesthetic ideal." She illustrated her point with personal anecdotes, noting that elite competition can be grueling and far from glamorous. "Sometimes it looks like throwing up in the corner of the track, or having sessions that leave you in tears," she said, underscoring that the journey to the top often involves hardship, sweat, and vulnerability.
Hunt was not the only athlete to voice disapproval of the Novig spot. Former U.S. Olympic gymnast Gracie Kramer posted a 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, drawing a clear distinction between appearing "sexy" as a by‑product of athletic performance and using sexuality as a marketing tool 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 spread featured celebrated athletes such as Serena Williams and Megan Rapinoe, presented in tasteful, artistic nudity, perhaps to argue that the human form can be celebrated in sport without objectification. Despite the controversy, Hunt believes the outpouring of support from women in sport has largely neutralised any potential damage caused by the advert. "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 clarified that her criticism is not a personal attack on Sweeney but rather a broader commentary on intent and messaging. "It’s moved into a completely different spin now," Hunt observed, noting that the conversation has shifted toward celebrating women's achievements in sport rather than focusing on a single commercial. "We’re able to highlight all these different stories of female athletes, their dedication, their struggles, and their triumphs." The debate raises larger questions about how advertisers choose to portray women in athletic contexts.
While some argue that any visibility for female athletes is beneficial, others contend that representation must be authentic and respectful, emphasizing skill, dedication, and the physical capabilities of the athletes rather than relying on sexual appeal to capture attention. Research consistently shows that young girls are more likely to stay engaged in sport when they see role models who reflect their own aspirations and values.
Positive representation can boost self‑esteem, encourage participation, and help break down the cultural stereotypes that often discourage girls from pursuing competitive athletics. Conversely, images that reduce athletes to objects of desire risk reinforcing the notion that a woman's worth is tied to her appearance, potentially deterring participation. In response to the backlash, several sports organisations have reiterated their commitment to promoting authentic role models. They are calling for advertising standards that prioritize the integrity of sport and the empowerment of athletes over sensationalist marketing tactics.
Hunt's remarks, along with those of her fellow athletes, serve as a reminder that the conversation about women in sport extends beyond the playing field. It encompasses media representation, cultural expectations, and the policies that shape how young people perceive and engage with physical activity. By championing a narrative that celebrates effort, resilience, and achievement, Hunt hopes to inspire a new generation of girls to lace up their shoes, step onto the track, and pursue their athletic dreams without fear of judgment or unrealistic expectations.
Ultimately, the controversy surrounding Sydney Sweeney's advert underscores a pivotal moment in the ongoing effort to redefine what it means to be a woman in sport. It challenges advertisers, fans, and governing bodies alike to consider the long‑term impact of their messaging and to ensure that the stories they tell empower, rather than hinder, the next wave of female athletes.