Amy Hunt warns Sydney Sweeney betting advert could deter girls from sport in 2026

Background: role models, betting ads and the current debate

British sprinter Amy Hunt, a rising star who broke the 11‑second barrier in the 100 metres, has become a vocal advocate for female representation in athletics. After winning a silver medal at the European U23 Championships, Hunt warned that a new betting commercial featuring Hollywood actress Sydney Sweeney could undermine the progress she and other athletes have fought for.

The advert, produced by a global gambling firm, shows Sweeney in a glamorous setting placing a bet on a fictional football match while a montage of high‑octane sport clips plays in the background. Critics argue the ad blurs the line between sport as a healthy pursuit and gambling as entertainment, a line that many young fans, especially girls, may not yet be able to differentiate.

The controversy arrives at a time when betting companies have increasingly turned to sports personalities and pop culture icons to market their platforms. In the UK, the Advertising Standards Authority (ASA) has faced a surge of complaints about such ads, prompting calls for tighter regulation.

Why the advert matters: potential barriers for young girls

Psychologists note that children internalise the values presented in media, and when sport is paired with gambling, the message can shift from empowerment to risk. A 2023 study by the University of Leeds found that exposure to betting imagery reduced girls' interest in participating in school sports by 12 percent compared with a neutral control group.

Hunt’s concern is grounded in research that shows role models are crucial for sustaining girls’ participation in sport. According to a report by Women in Sport, visible female athletes increase retention rates among teenage girls by up to 20 percent. When those role models appear alongside gambling cues, the positive association can be weakened.

In the months following the ad’s release, several UK youth clubs reported a slight dip in girls’ enrolment for after‑school athletics sessions. While the data is still preliminary, club managers have described the trend as “worrying” and have linked it to the broader media environment surrounding sport and betting.

The African angle: betting boom and female participation

Africa is experiencing a rapid expansion of sports betting, with the sector projected to reach $15 billion in gross gaming revenue by 2028, according to a PwC Africa report. Countries such as Nigeria, Kenya and South Africa have seen mobile betting apps become ubiquitous, often targeting sports fans through high‑visibility campaigns.

Despite the market’s growth, female participation in organized sport across the continent remains low. UNESCO’s 2025 Gender Equality in Sport Index placed sub‑Saharan Africa at 68 out of 100, citing limited role models and cultural barriers as primary obstacles. When betting firms use glamorous, predominantly male‑oriented narratives, they risk reinforcing the perception that sport is a male domain linked to profit rather than personal development.

Nigeria’s athletics federation recently launched a grassroots program aimed at scouting and supporting young female sprinters. Officials have expressed concern that the influx of betting sponsorships—while financially attractive—might clash with the program’s ethos of promoting health, education and community empowerment. As one federation spokesperson told *The Guardian Nigeria*, “We need sponsors who celebrate our athletes, not those who push gambling onto our schools.”

Reactions: athletes, regulators and the public speak out

Beyond Hunt, other high‑profile athletes such as Olympic champion Dina Asher‑Smith and US hurdler Sydney McLaughlin have issued statements echoing the need for “clean” sport imagery. In a joint open letter to the ASA, they urged regulators to treat gambling ads placed alongside youth‑focused sport content as a breach of public‑interest standards.

Regulatory bodies are beginning to respond. The ASA announced in July 2026 that it would review its guidelines on the timing and placement of betting adverts during sports broadcasts, especially those watched by under‑18 audiences. Meanwhile, South Africa’s Independent Communications Authority (ICASA) has opened a public consultation on restricting gambling promotions in school‑related media.

Social media users have amplified the debate, with the hashtag #SportNotBetting trending in the UK, Nigeria and Kenya. Critics argue that the ad normalises gambling at a formative age, while some betting companies defend their approach, claiming that responsible‑gambling messages are embedded within the commercial.

What’s next: policy shifts, industry adaptation and athlete‑led solutions

Advocates are calling for a tiered advertising framework that separates gambling promotion from youth sport content. A proposal circulating among European sports ministries suggests a 30‑second “buffer” zone before and after any sporting segment aired on public channels, during which betting ads would be prohibited.

Some betting firms are experimenting with alternative sponsorship models that focus on community development. In Kenya, a leading bookmaker announced a partnership with a women’s football league, pledging to fund equipment and coaching clinics rather than traditional ad placements. The initiative is being watched as a potential blueprint for responsible sponsorship.

Hunt herself has launched a mentorship platform, “Fast‑Track Futures,” which pairs elite female athletes with school‑age girls across the UK and, through a new partnership, Ghana. The program aims to provide visible, gambling‑free role models and to counterbalance the commercial noise that currently surrounds sport. In an interview with *BBC Sport*, Hunt said, “If we can give girls a clear picture of what success looks like—hard work, health, community—then the lure of betting loses its shine.”

Quick Answers

Why does Amy Hunt think the Sydney Sweeney betting advert could hurt girls' sport participation?
She believes linking sport with gambling sends mixed messages that can discourage girls from seeing athletics as a positive, healthy activity.

How is the growth of sports betting affecting female athletes in Africa?
The rapid rise of betting ads often targets male‑dominated sports, limiting the visibility of female role models and potentially reinforcing cultural barriers to girls’ participation.

What actions are regulators taking about betting ads in sport?
The UK’s ASA is reviewing ad placement rules for youth audiences, while South Africa’s ICASA is consulting on bans for gambling promotions in school‑related media.

Source: www.skysports.com