Hunt softens her framing, says the reaction "has almost outweighed the moment"
Amy HuntBritish sprinter; four-time European champion
Amy Hunt said on Good Morning Britain that her concern about the Novig ad was not personal against Sydney Sweeney, and that "the reaction has almost outweighed the moment," while maintaining the ad risks becoming a barrier to girls in sport.
“It's not anything personal against that actress... the reaction has almost outweighed the moment.”
Interview
Other statements by Amy Hunt in this case
- Amy Hunt: "This is what women in sport look like"Earlier: Condemned
Where this statement fits
Sydney Sweeney’s Novig "Just Sports" ad draws backlash over sexualizing women’s sport
Novig, a U.S. sports prediction market in which Sydney Sweeney is a strategic partner and equity holder, released a "Just Sports" ad campaign on September 9, 2026, in which Sweeney appears nude or minimally clothed while covering herself with sports equipment. The ad drew public criticism from a number of female athletes, who said it sexualizes women’s sport; Novig’s CEO and at least one columnist publicly disputed that characterization.
Source and context
Interview
About this source
The Independent report on Amy Hunt's September 15, 2026 Good Morning Britain appearance discussing the Novig ad.
Before the quotation
Appearing on Good Morning Britain, September 15, 2026.
After the quotation
She cited a statistic that 64% of teenage girls drop out of sport as part of her concern.
How this statement is classified
The label describes this statement's response within the context above.
Why this label?
Hunt maintains her substantive concern that the ad risks becoming a barrier to girls in sport, while explicitly softening her framing to say it isn't personal against Sweeney and that the reaction has 'almost outweighed the moment' -- a materially different, more conditional statement than her earlier condemnation.
- Recorded on
- Published here
- People and groups discussed
- Sydney Sweeney, Novig
More from this case
Read the full caseJones and co-authors criticize sexualization and gambling appeals in Novig's ad
“The ad captures two troubling trends: how routinely women’s bodies are sexualized in digital media and how gambling companies use sexual appeal, and the implied promise of romantic or sexual reward, to target young men.”Read statement
Fortinsky renews his defense of Novig's Sweeney ad
“Ultimately, I think we have nothing to apologize for and are very proud of the work that we did,”Read statement
Calkins defends the ad as sex-appeal marketing
“It was an ad that used sex appeal to catch the eye of a mostly-male market — not a "kick in the face" to female athletes, as four-time Olympic swimming gold medalist Ariarne Titmus suggested.”Read statement
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- Hunt softens her framing, says the reaction "has almost outweighed the moment"
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The Dispute Index. "Hunt softens her framing, says the reaction "has almost outweighed the moment"". First published: 2026-09-17. Last updated: 2026-09-17. https://disputeindex.com/events/863-amy-hunt-said-on-good-morning-britain-that