Picture someone tuning into a match: a betting logo on the boards, an odds read before kickoff, a sponsored segment at halftime. Then they watch ninety minutes of actual sport, with tactics and goals driving the coverage. That is saturation around the product, not the product being replaced. My opponent's exposure data is real, and normalization worries me too. But dose-response shows ads influence behavior; it doesn't show the betting tail now wags the sporting dog. If a sponsor's logo on the pitch meant takeover, the pitch would be playing second fiddle to the logo. Prominence isn't displacement. When odds decide the schedule, the commentary, and what counts as the story, call me. Until then, it's loud, regulated interruption.