E3 Harelbeke organisers slammed over "sexist" poster

It’s fair to say the organisers of Belgian UCI WorldTour race the E3 Harelbeke have a bit of form when it comes to courting controversy with promotional posters for the event, which traditionally kicks off Flanders week – and this year is no exception, leading to accusations on social media of sexism.

Roughly translated, it says “Who’ll 'squeeze' in Harelbeke?” and references Peter Sagan’s infamous pinching of a podium hostess’s bottom after he finished second to Fabian Cancellara in the 2012 Tour of Flanders – indeed, a picture of that incident appears beneath the 2015 poster on the race’s Facebook page.

Despite featuring on the UCI WorldTour calendar, the race lacks the status of the previous week’s Milan-San Remo, or those which immediately follow it, Gent-Wevelgem and the Tour of Flanders.

That’s led some to suggest that by publicising the race with posters that are guaranteed to provoke controversy, organisers are ensuring the race gets talked about, and it’s not the first time that such adverts have been labelled sexist and demeaning to women.

Here’s a selection of responses to this year’s poster on Twitter.

E3 Harelbeke goes for the poster publicity stunt every year. A pity they distract from what's become a very good race with a tough course.

— the Inner Ring (@inrng) February 23, 2015

Wonder what posters @E3Harelbeke will use for the womens race? Oh, no womens race.

— The Broom Wagon (@broomwagonblog) February 23, 2015

@E3Harelbeke This isn’t acceptable in 2015. As a World Tour race standards should be better @UCI_cycling

— M2 Sports Management (@M2_Sports) February 23, 2015

Sorry for being late to the party but that #E3 ad is awesome! If you wear flares, drive a Ford Capri and live in the ’70’s.

— John Galloway (@wjohngalloway) February 23, 2015

We all want to see some leadership from @UCI_cycling ProTour teams and voicing their concerns with the @E3Harelbeke sexist advertising.

— Mark Legg (@MrKatieCompton) February 23, 2015