Amy Hunt has voiced serious concerns that Sydney Sweeney’s recent betting commercial could act as a deterrent for young girls who are interested in participating in sport. The advertisement, created for the U.S. betting firm Novig, features the actress from "Euphoria" scantily clad and draped in various pieces of sporting equipment. The provocative imagery sparked an immediate and vocal backlash from women athletes and advocates who felt the portrayal was counter‑productive to the goal of encouraging female participation in athletics.
Hunt, who finished fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to Sweeney by asserting, “This is what women in sport look like.” She made the comment during an appearance on Good Morning Britain, emphasizing that the focus should be on what a body can achieve rather than how it appears. Hunt argued that when society tries to present role models for young people—especially young women—it must highlight athletic capability and resilience over aesthetic appeal.
According to Hunt, the statistics are stark: roughly 64 percent of girls drop out of organized sport or regular exercise before they turn 16. "We cannot afford to place any additional barriers in front of them," she said, "whether those barriers are visual, cultural, or commercial. The goal should be to empower them to stay active, whether that means training for elite competition or simply joining a local ParkRun with friends." She continued, "It’s about giving young women the confidence to step onto a field, a track, a court, without worrying about their looks or their attire.
Sport isn’t about looking pretty; it’s about pushing limits, feeling the strain, and sometimes even confronting discomfort." Hunt illustrated her point by describing moments that are far from glamorous: "Sometimes you’ll see an athlete vomiting in a corner after a grueling race, or you’ll watch a teammate break down in tears after a tough training session. Those scenes are real, and they show that excellence often comes with hardship, not just highlight‑reel perfection." She was not alone in condemning the ad.
Former U.S. Olympic gymnast Gracie Kramer posted a video of herself competing with the caption, “I don’t know what Sydney Sweeney was doing, but this is what a woman in sport looks like.” Australian boxer Skye Nicolson added a comment on Instagram, noting, “There’s a big difference between looking ‘sexy’ because you train hard and using sex to sell sport.” Both athletes underscored the disconnect between authentic athletic achievement and the commercial exploitation of female bodies. In what appeared to be a defensive move, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram story. Those pictures included nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe, perhaps attempting to reframe the conversation around body positivity and the celebration of athletic form.
However, many observers felt that the gesture did little to address the core criticism that the original ad reduced sport to a sexualized spectacle. Hunt believes the wave of support from women in sport has already mitigated any potential negative fallout from the advert. "The reaction has almost outweighed the moment itself," she remarked. "The first thing I saw was a flood of positive compilations showcasing real women athletes doing what they love." She clarified that her concerns are not a personal attack on Sweeney but rather a critique of the intent behind the advertisement.
"It’s not about the actress; it’s about the message being sent. The conversation has shifted, and now we’re seeing a broader celebration of women’s sport that eclipses the original controversy," Hunt explained. The incident highlights a larger cultural debate about how female athletes are represented in media and advertising. While some argue that any visibility is beneficial, others contend that the nature of that visibility matters.
When women are depicted primarily through a sexual lens, it can reinforce stereotypes that deter participation, especially among younger audiences who are still forming their self‑image and confidence. Research supports Hunt’s concerns. Studies have shown that girls who see sports role models portrayed in a non‑objectified manner are more likely to engage in physical activity and persist through adolescence.
Conversely, exposure to sexualized imagery can lead to body dissatisfaction and lower self‑esteem, factors that contribute to the dropout rates Hunt cited. In response to the backlash, several sports organizations have reiterated their commitment to promoting authentic role models. They have launched campaigns featuring athletes in training gear, competing on the field, and sharing personal stories of perseverance. These initiatives aim to counterbalance the sensationalist approach of the Novig ad and provide relatable, empowering narratives for the next generation.
Overall, the controversy serves as a reminder that the way we market sport matters. It is possible to celebrate the human form while also honoring the hard work, dedication, and resilience that define athletic achievement.
By focusing on these qualities, advertisers and media producers can help dismantle barriers and encourage more young girls to view sport as an inclusive, empowering space rather than a stage for sexual display.