What's squeezing a woman's bottom got to do with sport?

    Sheena McKenzie, for CNN

    Updated 1251 GMT (2051 HKT) March 5, 2015

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    The poster which appeared on E3 Harelbeke's Twitter feed, advertising their 2015 race.
    Photos: What's squeezing a woman's bottom got to do with sport?
    The poster which appeared on E3 Harelbeke's Twitter feed, advertising their 2015 race.
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    A round up of previous E3 Harelbeke posters, which appeared on the organization's Twitter feed
    Photos: What's squeezing a woman's bottom got to do with sport?
    A round up of previous E3 Harelbeke posters, which appeared on the organization's Twitter feed
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    Cyclist Peter Sagan, who was the inspiration for the controversial poster, is kissed by two podium girls after winning last year's E3 Harelbeke race in Belgium.
    Photos: What's squeezing a woman's bottom got to do with sport?
    Cyclist Peter Sagan, who was the inspiration for the controversial poster, is kissed by two podium girls after winning last year's E3 Harelbeke race in Belgium.
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    Olympic road race champion Nicole Cooke (pictured) said: "The poster is sexist and reflects the sexism that exists in cycling and sport. I am disappointed that the UCI did not sanction the race organizers, as the UCI has the power to take resolute action."
    Photos: What's squeezing a woman's bottom got to do with sport?
    Olympic road race champion Nicole Cooke (pictured) said: "The poster is sexist and reflects the sexism that exists in cycling and sport. I am disappointed that the UCI did not sanction the race organizers, as the UCI has the power to take resolute action."
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    "This poster makes cycling look very outdated. They're relying on a 'good old boys club' tactic to help them sell a product -- and in this case that product is racing," said professional cyclist Kathryn Bertine (pictured).
    Photos: What's squeezing a woman's bottom got to do with sport?
    "This poster makes cycling look very outdated. They're relying on a 'good old boys club' tactic to help them sell a product -- and in this case that product is racing," said professional cyclist Kathryn Bertine (pictured).
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    harelbeke 2015 posterHarelbeke round up.Peter Sagannicole cookekathryn bertine

    Story highlights

    • Belgium cycling tournament scraps poster of podium girl's bum
    • Sparks global debate about sexism in cycling
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    (CNN)A gloved hand reaches for a scantily-clad backside.

    It could be an image from the hit television series "Mad Men," which documented the ribald world of advertising in 1960s America.
      Except this is 2015 and "Who squeezes them in Harelbeke?" is the poster strapline for the elite E3 Harelbeke competition in Belgium, accompanied by that gloved cyclist's hand poised to pinch a woman's bottom.
      Unlike the wind provocatively lifting up her skirt, the controversial advertisement wasn't dreamed up out of thin air.
      It's inspired by previous winner Slovak Peter Sagan, who pinched a podium girl's behind at the 2013 Tour de Flanders -- something he later apologized for, saying "I promise to act more respectfully in the future."