Just over a week has passed since the Total Women’s Cycling Awards, and it's fair to say that we’ve been riding high on a wave that women’s cycling and the overall sport is heading in the right direction, with the industry working towards a more equal future.

We were dismayed then, when yesterday, Belgian race organisers released an advert to promote a UCI WorldTour race depicting a man’s hand about to squeeze a podium girl’s bottom.

The image references the incident when Slovakian cyclist Peter Sagan pinched the bottom of podium girl Maja Leye after the Tour de Flanders in 2013.

One cycling publication have suggested that due to E3 Harelbeke being a relatively unknown race on the WorldTour calendar, organisers have taken this rather sordid approach to promote the race to court controversy and raise the profile. Almost an 'any publicity is good publicity' approach.

We're not so sure this is the right attitude to have in a sector that is so rife with sexism. The reaction of people on Twitter would suggest we're on the same lines as the majority...

As we try to support the burgeoning sport of women's cycling, we're always dismayed when events like this happen. We would love to hear your thoughts on the subject so please leave your comments on either our Facebook or Twitter pages.