Sick as a frog? E3 BinckBank Classic organisers unveil new poster - and have dig at UCI

Organisers of the Belgian race the E3 BinckBank Classic have unveiled a new poster for the event after they were ordered by the UCI to withdraw the original one created for this year’s event – although going by the imagery and wording used in the latest version, they aren’t happy at being required to do so.

As we reported last week, the governing body threatened organisers of the race better known as the E3 Harelbeke with legal action unless they withdrew the poster, which showed two intertwined naked women covered in body paint and forming the shape of a frog.

According to Belgian broadcaster Sporza, the women represented the podium hostesses who would kiss the winner at the end of the race, thereby turning him the frog into a prince.  

It sparked an immediate backlash on social media – not the first time that the event has become embroiled in a row over sexism in its advertising, which seems to come straight from the school of “There is no such thing as bad publicity” – coined of course, before the social media age.

The strapline to the original poster.  “Who will crown himself prince in Harelbeke,” has been retained, but now instead of the two female models there is a CGI representation of a frog lying on its back, looking rather sorry for itself, as it clutches its stomach.

“"Our frog has fallen from his throne due to unforeseen circumstances," the race organisers said in a tweet – although given the reaction to some of its campaigns in the past, quite how “unforeseen” it was this time round is open to debate.