Erola Jons and Pogachitar

It will soon be 20 years since I first worked at the Vuelta Ciclista a España. Even today, many still believe that I started at the Vuelta as a hostess, and not in communications as was the case, which highlights the limited and specific space women had in cycling back then.

Read more Chess Analysis | Carlsen’s Fullness (XXIII)

Sport has opened doors for us; although not completely yet. Teams now have women in their structures, as do organizations and the media. The peloton’s treatment feels more respectful as well with the arrival of new generations, and the sport is advancing quickly and confidently in the development of women’s cycling.

Although women still have to prove our worth with great effort day after day and although we are still a small minority, it is hopeful that the mentality and culture of cycling are evolving. Therefore, it was a huge disappointment when after the first stage of the Vuelta we learned of the race’s hiring of an influencer with six million followers on social media, whose content is based on hidden cameras where she flirts and sometimes makes uncomfortable comments to men she meets on the street.

The influencer, Erola Jons, took charge of the race’s live channel on Youtube, and during 40 minutes her lack of knowledge about cycling and her intention to transfer her social media style to her work at the Vuelta became evident. The content, which entertains millions on her own channels, has different connotations, image, and consequences in the context of elite sport such as men’s cycling. Not everything fits everywhere.

After the stage, in the restricted area for a few media and the organization, Jons leaned into the podium truck where the leader, Tadej Pogacar, was recovering from the effort and preparing for the post-race protocol, calling him ‘Pogachitar’ and insisting she wanted to talk to him. When she finally managed to do so, she asked the Slovenian why he hyperventilated every time he saw her, to which Pogaçar, perplexed, responded with a loud: “What?”. There were comments about the transparency of the maillots, the tight shorts, and how handsome Pogacar is. Objectifying comments that women have been escaping for years. So why should men tolerate being treated as objects? Not to mention the reaction that would have occurred if the same situation had happened in the women’s Tour de France. The disrespect is the same for both sexes and if the voice is not raised in this case as well, it would be discriminatory against Pogacar himself.

Read more Chess Analysis | Carlsen’s Fullness (XXIV)

It is exhausting. After so many years it seems we are back to square one. Many of us work to open that door to more women in sport, and a few brave women did it for us back in the 80s when women were not even allowed to be inside the race. The image conveyed after the first stage was that of a woman without knowledge of cycling and without respect for the cyclists.

In the midst of the debate about the figure of influencers, it is necessary to take greater responsibility and reflect deeply on which audience you want to reach and at what cost. That the cost does not erode the advances of women in the industry itself nor devalue the sport and athletes in favor of entertainment and likes.

At the finish of the second stage I found out that my simple comment on a post from a cycling account on social media had some impact. I think I put into words the frustration many people felt. So, a ray of hope came in the wake of the triumphant Matthew Brennan at the finish in Manosque, and to my surprise, beyond my dear colleagues, many men who are part of the race and cycling approached to thank me for the words. Then I thought: “we are in this together”.

Read more Mathieu van der Poel, a veteran who dreams of winning the Mountain Bike World Championship