Amy Hunt expressed deep concern that Sydney Sweeney’s provocative betting commercial could act as a deterrent for young girls who are considering taking up sport. The advertisement, created for the U.S. betting firm Novig, features the actress from "Euphoria" scantily dressed and draped in various pieces of sports equipment.
The visual has ignited a wave of criticism from women athletes and supporters who argue that it sexualises sport rather than celebrating athletic achievement. 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." She made the comment during an appearance on Good Morning Britain, using the platform to underline a broader message about representation and empowerment.
"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 percent of girls stop participating in organized sport or regular exercise 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 community ParkRun with friends," she added. According to Hunt, the core of the issue is confidence.
"It’s about empowering young girls and young women to realise they can get out there without worrying about their appearance or what they’re wearing," she said. "Sport isn’t always pretty. The reality of reaching elite levels involves hard work, sacrifice, and moments that are far from glamorous. Sometimes you’re vomiting on the side of the track, or you’ve had a training session that leaves you in tears.
Those moments are part of the journey and they don’t need to be sugar‑coated or turned into a sexual spectacle." Hunt’s remarks resonated with other athletes who also took to social media to denounce the ad. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Australian boxer Skye Nicolson added her voice, writing, "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 maneuver, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram stories. The issue famously includes tasteful, artistic nudity of athletes such as Serena Williams and Megan Rapinoe, suggesting that the actress might be pointing to a tradition of celebrating the athletic form rather than objectifying it.
Whether this was intended as a direct rebuttal or simply an attempt to shift the conversation is unclear. Despite the controversy, Hunt believes the collective response from women in sport has turned the tide in favor of a positive 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 noted. She clarified that her criticism is not personal against Sweeney but rather focused on the intent behind the advertisement.
"It’s more about the intention behind it, and that has now shifted into a completely different spin where we can celebrate women’s sport in a multitude of ways," Hunt concluded. The incident underscores a larger debate about how female athletes are portrayed in media and advertising.
While some argue that any visibility— even if it involves a degree of sexualisation—helps to bring women’s sport into the mainstream, others contend that such portrayals reinforce harmful stereotypes and discourage participation. The statistics Hunt cited illustrate the stakes: a majority of girls disengage from sport during their teenage years, a trend that can have lasting effects on health, confidence, and leadership development. Advocates for change suggest several pathways forward. First, they call for more authentic role models who showcase the breadth of athletic experiences—from the grueling training regimens to the triumphs and setbacks that define a sporting career.
Second, they encourage brands to collaborate with athletes and governing bodies to produce campaigns that highlight skill, determination, and teamwork rather than relying on sexual appeal. Finally, educators and community programmes are urged to create inclusive environments where girls feel safe to experiment with different sports without fear of judgment. In the wake of the backlash, several sports organisations have issued statements reaffirming their commitment to empowering female athletes.
They emphasised that the focus should remain on performance, health, and personal growth, and that marketing efforts must align with these values. Some have even pledged to develop mentorship schemes that pair young girls with elite athletes, offering guidance and inspiration that is grounded in real‑world experience. Overall, the conversation sparked by Sydney Sweeney’s ad has amplified an ongoing dialogue about representation, respect, and the power of role models. Amy Hunt’s outspoken stance, bolstered by the support of fellow athletes, highlights the need for a cultural shift that celebrates what women can achieve on the field, track, or mat, rather than how they appear while doing it.
By prioritising ability over aesthetics, the sporting community hopes to dismantle barriers, retain more girls in physical activity, and ultimately foster a generation of confident, capable athletes who are motivated by their own potential, not by external expectations of beauty.