Amy Hunt has voiced serious concerns that Sydney Sweeney’s provocative betting commercial could act as a deterrent for young girls who are considering participation in sport. The advertisement, produced for the U.S. betting firm Novig, features the actress from "Euphoria" scantily clad and draped only in sports equipment, a visual that has sparked a wave of criticism from women athletes and advocates alike.
Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded directly to the ad, telling the Hollywood star, "this is what women in sport look like." She made the comments during an appearance on Good Morning Britain, emphasizing that the image of a female athlete should be defined by performance, not appearance. "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 explained.
She highlighted a troubling statistic: roughly 64 % of girls stop exercising or playing sport before they turn 16. "We don’t need to create any additional barriers that prevent them from staying active, whether that means training to become elite or simply joining a local Parkrun with friends," she said. Hunt’s message centered on empowerment. "It’s about encouraging girls and women to get out there without worrying about how they look or what they wear," she added.
"Sport isn’t always pretty. It’s messy, it’s hard, and sometimes it looks like throwing up in the corner of the track or crying after a grueling session. Those moments are part of the journey toward becoming the best version of yourself." She was not the only athlete to condemn the commercial.
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 also weighed in on Instagram, noting the stark contrast between looking "sexy" because of athletic achievement and using sexuality as a marketing tool for 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 issue, known for featuring nude portraits of athletes such as Serena Williams and Megan Rapinoe, was perhaps intended to frame the conversation around body positivity and athleticism.
However, many observers felt the gesture sidestepped the core criticism that the betting ad reduced sport to a sexualized spectacle. Despite the controversy, Hunt believes the outpouring of support from women in sport has already shifted the narrative.
"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. "It’s actually kind of moved. It’s separated itself from the moment entirely, and it’s not anything personal against that actress." She further explained that the conversation has evolved from a focus on the ad itself to a broader celebration of female athletic achievement. "It’s more about the intention now, and it’s moved into a completely different spin where we can celebrate women’s sport in many different ways," Hunt concluded.
The incident underscores a larger cultural debate about how female athletes are portrayed in media and advertising. While some argue that any visibility— even if sexualized— can help raise the profile of women’s sport, others contend that such portrayals reinforce harmful stereotypes and discourage participation. Studies have shown that when young girls see athletes depicted primarily for their looks rather than their skill, they are less likely to view sport as an accessible or appropriate pursuit for themselves.
Advocates like Hunt stress that role models should embody dedication, resilience, and the willingness to push physical limits. By highlighting the grueling training regimes, emotional highs and lows, and the sheer physicality of competition, they hope to inspire a new generation to value what the body can achieve rather than how it appears. In addition to public statements, many organizations are taking concrete steps to counteract negative imagery.
Grassroots programs are launching campaigns that showcase real stories of everyday athletes, while national sporting bodies are developing guidelines for advertisers to ensure that future promotions respect the integrity of sport and the athletes who compete. The backlash against the Novig advert also sparked discussions about the responsibilities of betting companies when aligning themselves with sports. Critics argue that gambling firms should prioritize ethical marketing practices, especially when their target audiences include young fans. Some propose stricter regulations that would prevent betting ads from using sexualized imagery or from being placed alongside content that reaches minors.
As the dialogue continues, the consensus among many athletes remains clear: the focus must stay on performance, perseverance, and the joy of movement. By amplifying authentic voices and celebrating the diverse experiences of women in sport, the community hopes to dismantle barriers—both visual and societal—and ensure that every girl who dreams of running, jumping, or throwing feels welcome and supported.
In the months ahead, Hunt and her fellow advocates plan to leverage the momentum generated by this controversy to launch educational workshops, mentorship programs, and media literacy initiatives. Their goal is to equip young athletes with the tools to critically evaluate the images they encounter and to empower them to pursue sport on their own terms, free from the pressure to conform to narrow standards of beauty. Ultimately, the episode serves as a reminder that while advertising can be a powerful platform for raising awareness, it must be wielded responsibly. When the message aligns with the values of inclusivity, empowerment, and genuine athletic excellence, it can inspire lasting change.
If not, it risks reinforcing the very obstacles that athletes like Amy Hunt are working tirelessly to dismantle.