“The new campaign is here! Who “squeezes” them in Harelbeke?”

So says the tweet accompanying the new promotional image for the Belgian E3 Harelbeke semi-classic. It’s a rather tasteless nod to the outrage generated in 2013 when Peter Sagan pinched the behind of a podium model.

“HAHAHA GET IT GUYS, WE DON’T GIVE A SHIT WHAT WOMEN THINK!” is another translation that works.

Just when you thought cycling might – MIGHT – be growing up and getting over its problem with sexism, something like this comes along to remind you that dicks will be dicks.

As a result, I won’t be watching E3 Harelbeke this year, and I’ll be coming back tomorrow to explain to the sponsors exactly why not.