Amy Hunt has voiced serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for girls who might otherwise be inspired to take up sport. The advertisement, commissioned by the U.S. betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sporting equipment.
The visual has sparked a wave of criticism from women across the sporting world, who argue that it sexualises athleticism rather than celebrating it. Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the actress, telling her that "this is what women in sport look like" – a statement underscoring the disconnect between the commercial's aesthetic and the reality of female athletes. During an appearance on Good Morning Britain, Hunt elaborated on why authentic representation matters.
"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," she said. "The statistics are stark – about 64 percent of girls drop out of exercise and organised sport before they turn 16. We cannot afford to add any further barriers, whether they be visual, cultural or commercial, that might discourage them from staying active, whether that means training for elite competition or simply joining a local ParkRun with friends." Hunt continued, emphasizing that empowerment stems from confidence in one's abilities rather than appearance.
"It’s about empowering young girls and young women to get out there without worrying about how they look or what they wear. Sport isn’t always pretty; it can be messy, it can be painful, and that’s part of the journey to excellence. When athletes push themselves to the highest level, they demonstrate that striving for the best version of yourself is a worthwhile pursuit, even if the process sometimes looks unglamorous – like vomiting on the track after a grueling session or shedding tears in the locker room." She was not the only high‑profile athlete to condemn the ad. 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, drawing a clear line between the natural confidence that comes from being fit and the exploitation of sexuality 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 images featured celebrated athletes such as Serena Williams and Megan Rapinoe, photographed in the nude to highlight the diversity and strength of female bodies in sport. While the gesture may have been intended to align Sweeney with a tradition of body‑positive storytelling, many observers felt it sidestepped the core issue – the commercial’s reliance on sexualised imagery to market a betting product.
Hunt believes the backlash itself has turned the tide, creating a net positive effect for women’s sport. "The reaction has almost outweighed the moment because the first thing I saw was all of the positive compilations of women in sport," she reflected. "It’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress.
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." The episode highlights a broader conversation about how female athletes are portrayed in media and advertising. While some argue that any visibility is beneficial, Hunt and her fellow athletes contend that the quality of that visibility matters.
They advocate for campaigns that showcase the dedication, skill, and resilience of women in sport rather than reducing them to eye‑catching props. By doing so, they hope to dismantle the cultural barriers that contribute to the high dropout rate among teenage girls and to foster an environment where sport is seen as inclusive, empowering, and accessible to all, regardless of body type, appearance, or commercial interests. In the weeks that follow, the discussion is likely to evolve, with brands possibly reevaluating their strategies and athletes continuing to demand authentic representation.
For Hunt, the ultimate goal remains clear: to ensure that the next generation of girls can look to real, relatable role models who embody the spirit of competition and perseverance, not just a glossy image designed to sell a product.