“We Need A Change of Mentality”- Massive Outcry Over Sexist Race Poster 7 years ago

“We Need A Change of Mentality”- Massive Outcry Over Sexist Race Poster

A poster for an upcoming cycling race in Belgium has been removed after being slammed for being 'sexist' and from the “Middle Ages”.

The poster, for the E3 Harelbeke cycling race received huge backlash and was branded by many as ‘sexist’ as it depicted a cyclist pinching a girl’s bum.


According to reports, the caption for the picture translated into “Who will ‘pinch’ the Harelbeke this year?”

It has been claimed that the poster was made in reference to Slovakian rider Peter Sagan who reportedly squeezed a woman’s backside after the 2013 Tour of Flanders.

A statement from UCI, the governing body for cycling read: “The Union Cycliste Internationale (UCI) was extremely unhappy with the promotional poster of the 2015 E3 Harelbeke.

“We have reminded the organiser of its responsibility and the UCI Regulations and they have agreed to take off the poster from all communication platforms.”


sexist poster

Speaking about the poster, the Belgian Institute for the Equality between Men and Women’s co-director Liesbet Stevens stated: “The slogan confirms the cyclist’s intention to squeeze the girl’s bum and thus encourages cyclists in general to do the same.

“This campaign pictures women as a sex object and triggers sexual intimidation," Stevens continued.“We need a change of mentality.”

Some Twitter users have branded the poster as being from the “Middle Ages” with one adding, “time to respect women as athletes and equals, not a sexist marketing gag."