Amy Hunt has voiced 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, features the Euphoria actress scantily dressed and draped in various pieces of sporting equipment.
Its release has sparked a wave of criticism from women involved in athletics, who argue that the image it projects is counter‑productive to encouraging female participation in sport. Hunt responded directly to Sweeney, pointing out that the commercial does not reflect the reality of women in sport. She reminded the actress that the recent World Athletics Ultimate Championships in Budapest saw her finish fourth in the 200‑metre race, a performance that exemplifies the dedication and physical capability of female athletes.
"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 told Good Morning Britain. She highlighted a troubling statistic: roughly 64 percent of girls stop participating in sport or regular exercise before they turn 16. "We don’t need to create any additional barriers that prevent them from staying active," Hunt said.
"Whether they aspire to become elite athletes or simply want to join a local Parkrun with friends, the focus should be on empowerment and opportunity, not on appearance or clothing choices." According to Hunt, the message should be clear: girls and women should feel free to engage in sport without worrying about how they look. "Sport isn’t always pretty," she explained. "It’s about pushing yourself, sometimes to the point of vomiting on the track or shedding tears after a hard training session.
Those moments are part of the journey toward becoming the best version of yourself." Hunt’s criticism was echoed by other high‑profile athletes. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself competing, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Australian boxer Skye Nicolson added a comment on Instagram, stating, "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 move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram stories. Those pictures featured celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, perhaps an attempt to reframe the conversation around body positivity and athletic achievement.
Despite the controversy, Hunt believes the outpouring of support for women in sport has largely neutralised any negative fallout from 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 emphasized that her criticism is not a personal attack on Sweeney, but rather a broader statement about the intent behind the advertisement.
"It’s shifted the narrative," Hunt added. "Instead of focusing on the controversy itself, we now have a platform to celebrate women’s sport in all its forms. The conversation has moved beyond the ad and is highlighting the achievements, struggles, and resilience of female athletes everywhere." The incident underscores a larger cultural debate about how women’s bodies are used in marketing, especially within contexts that have nothing to do with fashion or beauty. When a betting company chooses to sexualise a well‑known actress to sell its product, it raises questions about the messages being sent to impressionable audiences.
For many young athletes, seeing a high‑profile figure reduced to a sexual object can send the implicit message that appearance matters more than performance. Sports organisations and governing bodies have long advocated for role models who embody dedication, hard work, and perseverance. Figures like Serena Williams, Megan Rapinoe, and countless Olympians demonstrate that success in sport is built on training, discipline, and mental toughness. Their stories resonate because they reflect real challenges—injuries, setbacks, and moments of doubt—rather than a glossy, hyper‑sexualised image.
Research consistently shows that visible, relatable role models boost participation rates among girls. When young athletes see someone who looks like them, who has faced similar obstacles, and who has succeeded through effort rather than aesthetics, they are more likely to stay engaged. This is why Hunt’s call for authentic representation is so vital.
In practical terms, the backlash against the Sweeney advert may prompt advertisers to reconsider how they portray women in sport‑related campaigns. Brands might shift toward showcasing athletes in action, highlighting skill, determination, and the joy of competition. Such a pivot would align marketing messages with the values of inclusivity and empowerment that many sports organisations champion.
Ultimately, Hunt’s message is clear: the focus should remain on what athletes can achieve with their bodies, not on how those bodies are presented in media. By championing genuine role models and rejecting sensationalist, sexualised imagery, the sporting community can help ensure that more girls stay active, confident, and inspired well beyond their teenage years.