The UCI has ordered WorldTour race organisers to withdraw a body painted women race logo or face legal action. The E3 BinckBank Classic, formerly E3 Harelbeke, has a record of awful promotions.
The UCI has condemned the use by E3 BinckBank Classic organisers of two women covered in body paint lying on top of each other to form a frog.
There was mixed reaction, to say the least, when the organisers released the unusual new logo for the race, previously known as E3 Harelbeke.
In one of the strangest ‘logos’ for promoting a sports event you’re likely to see, two women are painted in the colour of a frog.
One then lays on top of the other and their intertwined bodies, and colouring, all combine to create a frog.
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The logo is being used in a promotional blitz for the race, accompanied by the slogan ‘Who shall crown himself prince in Harelbeke?’
In the past the race has run into trouble for promotional material condemned as sexist; one featuring a playboy model – see some examples below.
But it appears the latest offering is being pushed hard, with a large increase in the number of advertising locations booked to run an advertising campaign.
A short video, see below, has also been produced to show how the body-painted women merge to create a frog.
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But now the UCI said the choice of promotional material for what is a WorldTour race is regrettable.
“The UCI has already intervened on several occasions in the past to remind the race’s organiser of its responsibilities with regards to the image of cycling,” the world governing body said in a statement.
It added it had worked for years to promote equality between men and women in the sport of cycling.
“In view of the above, the UCI has ordered the organiser of the E3 BinckBank Classic to withdraw the visual promotion from all its communication channels in which it appears,” the UCI added.
“In the case of non-compliance, the UCI will envisage initiating proceedings with its legal bodies.”
The race organisers' previous record...
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