Amy Hunt has expressed serious concerns that the recent betting commercial starring Sydney Sweeney could act as a deterrent for girls who might otherwise be interested in taking up sport. The advertisement, produced for the U.S.
betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sports equipment. Its release has sparked a wave of criticism from women athletes and advocates who argue that it sends a harmful message about how female athletes should be presented. Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest last weekend, responded directly to the commercial by telling the Hollywood star, "this is what women in sport look like." She made the comment during an interview on Good Morning Britain, emphasizing that the image of a female athlete should be defined by performance, not by appearance.
"When we are trying to provide role models for young people, especially young women, we want to highlight what their bodies can achieve, not simply how they look," Hunt explained. She pointed to a troubling statistic: roughly 64 percent of girls stop participating in organized sport or regular exercise before they turn 16. "We cannot afford to add any additional obstacles that might discourage them from staying active," she said.
"Whether they aspire to become elite competitors or simply want to join a community run with friends, the focus should be on empowerment and opportunity, not on superficial concerns about clothing or looks." Hunt went on to stress that sport is inherently messy and demanding. "It's not always pretty," she noted.
"The journey to the elite level shows people that striving for excellence is a remarkable pursuit, and you should aim to be the best version of yourself. That pursuit doesn’t always look glamorous; sometimes it looks like a runner vomiting at the side of the track or an athlete breaking down in tears after a grueling session.
These moments are part of the authentic experience of sport." Her remarks resonated with other high‑profile athletes. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the disconnect between the ad’s portrayal and the reality of athletic training. Australian boxer Skye Nicolson added her voice 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 maneuver, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories.
The issue famously includes artistic, often nude, photographs of athletes such as Serena Williams and Megan Rapinoe, celebrating the diversity and strength of the human form in sport. By juxtaposing her own ad with these images, Sweeney may have been attempting to frame the controversy within a broader conversation about body positivity and athleticism. Despite the initial uproar, Hunt believes the collective response from women in sport has shifted the narrative 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 conversation has moved away from a personal attack on Sweeney and toward a broader discussion about intent and representation. "It's actually kind of moved. It's separated itself from the moment entirely, and it's not anything personal against that actress," Hunt clarified.
"It's more about the intention behind the messaging, and it has now turned into a platform where we can celebrate women's sport in many different ways." The incident highlights a larger cultural debate about how female athletes are marketed and the fine line between empowerment and exploitation. While some argue that any visibility for women in sport is beneficial, others contend that the manner of that visibility matters deeply. For many young girls, seeing a strong, capable athlete who is celebrated for skill rather than sexuality can be a powerful motivator to stay active and pursue their own athletic goals.
In the months ahead, stakeholders—from governing bodies to advertisers—will likely need to consider these perspectives when crafting campaigns. The goal, as Hunt and her fellow athletes have articulated, should be to create role models who inspire confidence through achievement, resilience, and authenticity, rather than through a reliance on sexualized imagery. By centering the conversation on performance, perseverance, and the real challenges athletes face, the sport community can help ensure that the next generation of girls sees sport as an inclusive space where they are valued for what they can do, not just how they appear.
This shift could be instrumental in reducing the dropout rate among young female athletes and fostering a healthier, more equitable sporting culture for years to come.