Amy Hunt expressed serious concerns that Sydney Sweeney's provocative betting commercial could act as a deterrent for girls who might otherwise be drawn to athletic pursuits. The advertisement, created for the U.S.-based betting firm Novig, showcases the actress from "Euphoria" scantily clad, using sports equipment as a makeshift covering.
The visual has sparked a wave of criticism from women active in the sporting world, who argue that it reduces sport to a sexualized spectacle. Hunt, who recently placed fourth in the 200‑metre race at the World Athletics Ultimate Championship in Budapest, responded directly to the actress, stating, "This is what women in sport actually look like." She made these remarks during an appearance on Good Morning Britain, where she underscored the need for authentic role models for young athletes. "When we try to present role models for young people, especially young women, we want to highlight what the body can achieve, not merely how it appears," she said.
The British sprinter pointed to a sobering statistic: roughly 64 percent of girls drop out of organized sport before they turn 16. "We cannot afford to add any extra obstacles that might discourage them from staying active, whether that means training for a professional career or simply joining a community run with friends," Hunt explained. She stressed that empowerment comes from encouraging participation without the pressure of appearance or attire. "Girls and women need to understand they can simply show up, move, and enjoy the experience without worrying about how they look or what they wear," she added.
Hunt went on to describe the gritty reality of elite competition, noting that sport is rarely glamorous. "It can be messy, it can be uncomfortable, and sometimes it looks like a person vomiting in a corner of the track or an athlete breaking down in tears after a hard session," she said. Yet she believes those unglamorous moments are part of what makes striving for excellence so compelling.
"Aspiring to be the best version of yourself often means confronting situations that aren’t pretty," she remarked, emphasizing that the pursuit of greatness is worthwhile regardless of aesthetic appeal. She was not alone in condemning the ad. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself training, captioned, "I don’t know what Sydney Sweeney was doing, but this is what a woman in sport looks like." Australian boxing champion Skye Nicolson added a comment on Instagram, drawing a clear line between the natural confidence that comes from athletic achievement and the exploitation of sexuality to sell sport: "There’s a big difference between looking ‘sexy’ because you do sport and using sex to sell sport." In what appeared to be a rebuttal, 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 posed nude, perhaps an attempt to align her own campaign with a tradition of celebrating the athletic form in a non‑sexualized context. Despite the controversy, Hunt believes the wave of positive responses from women in sport has largely neutralized any potential damage caused by the ad.
"The reaction has almost outweighed the moment itself," she observed. "The first thing I saw was a flood of positive compilations of women in sport, celebrating real achievement and dedication." She clarified that her criticism is not a personal attack on Sweeney but rather a response to the intent behind the advertisement. "It’s more about the message it sends," Hunt said.
"The conversation has shifted, and now we’re seeing a broader celebration of women’s sport, which is exactly what we need." The incident highlights a broader cultural debate about how female athletes are portrayed in media and advertising. While some argue that any visibility is beneficial, many athletes like Hunt contend that representation should focus on skill, perseverance, and the authentic experience of sport, rather than using bodies as marketing tools. The backlash against the Novig ad serves as a reminder that the sporting community continues to fight for respectful and empowering portrayals of women, ensuring that future generations see role models who inspire through performance, not through objectification.
In the weeks following the ad’s release, numerous athletes and commentators have taken to social platforms to share stories of how sport has positively impacted their lives, reinforcing the message that participation is about health, confidence, and community. These narratives are gradually reshaping public perception, shifting the focus from superficial aesthetics to the substantive benefits of athletic involvement. Hunt’s advocacy, alongside the voices of other female athletes, underscores the ongoing need for role models who exemplify strength, resilience, and authenticity, thereby encouraging young girls to stay active and pursue their sporting dreams without fear of judgment or unrealistic expectations.