Australian sprint champion Amy Hunt has voiced serious concerns that Sydney Sweeney’s provocative betting commercial could act as a deterrent for young girls who are considering taking up sport. The advertisement, produced for the U.S.
betting firm Novig, features the actress from the hit series "Euphoria" scantily clad and draped in various pieces of sports equipment. The visual has sparked a wave of criticism from women athletes and advocates who argue that it sends the wrong message about female participation in athletics.
Hunt, who recently finished fourth in the 200‑metre race at the World Athletics Ultimate Championships in Budapest, responded to the ad on the morning television programme Good Morning Britain. She told the hosts that the image presented in the commercial is not representative of what women in sport actually look like.
"When we try to present role models for young people, especially young women, we need to focus on what their bodies are capable of doing rather than how they appear," she said. The Australian athlete highlighted a troubling statistic: roughly 64 percent of girls stop engaging in regular physical activity before they turn 16.
"We cannot afford to add any extra obstacles that might discourage them from staying active," Hunt warned. She stressed that empowerment in sport should be about opportunity and personal fulfillment, whether that means training for elite competition or simply joining a community ParkRun with friends. "It’s about giving girls and women the confidence to step onto a field, a track or a court without worrying about their looks or their attire," Hunt continued.
"Sport isn’t always glamorous. It can be messy, it can be painful, and it can be emotionally draining. Those realities are part of the journey toward becoming the best version of ourselves." She recounted personal experiences to illustrate her point, describing moments when she felt physically ill on the track or broke down in tears after an intense training session.
"Those moments don’t look pretty, but they are authentic," she said. "They remind us that striving for excellence often involves hardship, and that’s okay." Hunt’s criticism was echoed by several other high‑profile athletes.
Former U.S. Olympic gymnast Gracie Kramer posted a video of herself performing a routine with the caption, "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 looking "sexy" as a natural by‑product of athleticism 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 is known for its artistic nude portraits of athletes such as Serena Williams and Megan Rapinoe, and Sweeney’s repost seemed intended to align her campaign with a broader celebration of athletic bodies. Despite the controversy, Hunt believes the outpouring of support from women in sport has largely neutralised any potential negative fallout from the advert.
"The reaction has almost eclipsed the original moment," she said. "The first thing I saw were countless positive compilations showcasing women athletes in action." She clarified that her comments were not a personal attack on Sweeney but rather a critique of the advertisement’s intent. "It’s about the message behind the image, not the actress herself," Hunt explained. "The conversation has shifted.
Instead of focusing on the controversy, we’re now celebrating the diverse ways women can be represented in sport." The incident has reignited a broader debate about how female athletes are portrayed in media and advertising. Many argue that while empowerment can take many forms, reducing sport to a sexualized spectacle undermines the hard work and dedication that athletes invest in their craft.
Others contend that there is room for artistic expression, provided it does not eclipse the athletic achievements being promoted. For Hunt, the priority remains clear: ensure that young girls see role models who embody strength, resilience, and skill, rather than merely aesthetic appeal. She hopes that the dialogue sparked by the advert will lead to more thoughtful, inclusive representations of women in sport—ones that inspire participation at all levels, from grassroots clubs to the world stage. In the months ahead, Hunt plans to continue advocating for policies and campaigns that highlight athletic performance over appearance.
She urges sponsors, broadcasters, and advertisers to collaborate with athletes to create content that respects the integrity of sport while still engaging audiences. By doing so, she believes the sport community can dismantle barriers, reduce dropout rates among girls, and foster a culture where every participant feels valued for what they can achieve, not just how they look.
Ultimately, the conversation sparked by Sweeney’s ad may serve as a catalyst for change, prompting brands to reconsider how they depict female athletes and encouraging young women to pursue sport with confidence, regardless of societal expectations about beauty or attire.