When a sports betting company chose an actress's sexualized image to sell its product, female athletes responded not with silence but with a counter-narrative — one that asked a deceptively simple question: whose image counts in sport, and on whose terms? The dispute between competitors like Amy Hunt and the advertisement featuring Sydney Sweeney is less about one campaign than about a long-running negotiation over how women's bodies are permitted to mean things in public life. It is a moment where marketing logic and athletic identity collided openly, and neither side was willing to pretend o