Athlete Amy Hunt has voiced concerns that Sydney Sweeney’s provocative betting commercial could act as an obstacle for young girls who are interested in sport. The advertisement, produced for the U.S. wagering firm Novig, features the actress from "Euphoria" scantily clad and draped in sports gear, a visual that has sparked a wave of criticism from women in the athletic community. Hunt, fresh from a fourth‑place finish in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded to the ad by telling the Hollywood star, "this is what women in sport look like." She emphasized that the focus should be on what a body can achieve rather than how it appears.
Speaking on Good Morning Britain, Hunt explained, "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." She highlighted a troubling statistic: roughly 64 percent of girls stop participating in physical activity 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 local ParkRun with friends," Hunt said.
"It’s about empowering girls and women to get out there without worrying about their appearance or what they’re wearing." According to Hunt, sport is often far from glamorous, and that reality should be part of the narrative presented to aspiring athletes. "Sport isn’t pretty, and that’s part of what makes it compelling. It shows people that striving for elite performance is extraordinary, and that you should aim to become the best version of yourself," she added. She reminded listeners that the pursuit of excellence can involve moments that are uncomfortable or even painful – "sometimes it looks like throwing up in the corner of the track, or I’ve had sessions this year where I’ve been crying afterwards." Hunt was not the only figure to condemn the commercial.
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 also weighed in on Instagram, stating, "There’s a big difference between looking ‘sexy’ because you do sport compared to using sex to sell ‘sport’." In what appeared to be a counter‑move, 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 an attempt to frame the conversation around body positivity and the athletic form. Despite the initial uproar, Hunt believes the collective response from women in sport has largely neutralised 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 observed. "It’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress." She added that the discourse has shifted from a singular controversy to a broader celebration of female athleticism.
"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 episode underscores a growing tension between marketing strategies that rely on sexualized imagery and the desire for authentic representation of female athletes.
For many, the core issue is not merely the aesthetic choices of an advertisement but the message it sends to the next generation. When young girls see role models portrayed primarily as objects of desire rather than as skilled competitors, the risk is that they may internalise a belief that appearance outweighs ability. Research consistently shows that positive role models—women who demonstrate dedication, resilience, and skill—play a crucial part in retaining girls in sport.
By showcasing athletes who overcome setbacks, train rigorously, and celebrate the joy of movement, the sport community can counteract the dropout rate that Hunt highlighted. Initiatives such as mentorship programs, school‑based athletics, and community events that prioritize participation over performance are essential tools in this effort. Furthermore, the conversation sparked by Sweeney’s ad has prompted broader reflection within the advertising industry about ethical standards and the responsibility of brands to support rather than undermine inclusive sporting cultures. Some marketers are beginning to adopt guidelines that require consultation with athlete advocacy groups before launching campaigns that feature sports themes.
In summary, Amy Hunt’s call for genuine role models resonates beyond a single advertisement. It speaks to a systemic need for representations that celebrate what women can achieve on the field, track, or court, rather than how they look while doing it. By amplifying authentic voices and encouraging a shift toward empowerment‑focused messaging, the sport community hopes to keep more girls active, confident, and inspired well into their teenage years and beyond.