van Dijk Takes Early Lead in Rebranded Dutch Stage Race
World champion time trialist Ellen van dijk kicked off the EasyToys Flower Zone Fryslân Tour with a decisive victory in the opening stage, a 14.4 kilometer time trial. This marks a new chapter for the race, formerly known as the Healthy Aging Tour, as it embraces a bold new sponsor: erotic company EasyToys.
The sponsorship has certainly made its presence known.Van Dijk was presented with a unique prize: a gift box filled with sex toys. the Dutch cyclist took the unexpected gift in stride, humorously tweeting, “Prize money in women’s cycling is improving. Any tips on how too use this?”
EasyToys’ foray into sports sponsorship is part of a broader strategy to expand its market reach. Previously, the company partnered with Dutch football club FC Emmen, and now they’ve taken on the naming rights for this prominent women’s stage race in the Netherlands.
The rebranding extends beyond the name. the traditional yellow leader’s jersey has been replaced with a vibrant pink, symbolizing the new era for the event. Sexologist Eveline Stallaart presented the first pink jersey to Van Dijk, further highlighting the partnership’s focus on sexual well-being.
“Health encompasses many facets, and a fulfilling sex life is an integral part of overall well-being,” stated the organizers. “EasyToys’ approach to making this topic more open and accessible aligns perfectly with our values.”
Van dijk dominated the opening time trial, finishing seven seconds ahead of fellow Dutch rider Riejanne Markus. European time trial champion Marlen Reusser rounded out the podium, 25 seconds behind Van Dijk.
This victory adds to Van Dijk’s notable track record in the race. She previously claimed victory in 2013, 2016, 2017, and 2021. The EasyToys Flower Zone fryslân Tour continues through Saturday, promising more exciting competition in the picturesque region of Friesland.
Is Sex Selling cycling? A Chat with Former Pro Marianne Vos
The cycling world is buzzing this week over the rebranding of the Dutch stage race formerly known as the Healthy Aging Tour. now sporting a new moniker – the EasyToys Flower Zone Fryslân Tour – and a vibrantly pink leader’s jersey, the event has gained notoriety thanks to its audacious sponsor: EasyToys, an erotic company.
To unpack this controversial partnership, I sat down with three-time UCI Road World Champion and seven-time overall winner of the race, Marianne Vos.
Me: Marianne, thanks for joining me. Let’s address the elephant in the room: what are yoru thoughts on EasyToys sponsoring a women’s cycling race?
Vos: It’s definitely a bold move,to say the least. On one hand,it’s fantastic to see any brand investing in women’s cycling,bringing much-needed attention and resources to the sport. Conversely, the nature of this sponsorship, with its explicit connection to sexuality, raises eyebrows.
Me: Many argue that this sponsorship normalizes conversations around sexual health, making it more approachable and less taboo. What’s your take on that?
Vos: I agree that open dialog about sexual health is crucial. However, I wonder if using a sporting event, particularly one focused on athletic prowess and teamwork, is the most suitable platform for it. It feels a bit distracting from the core essence of the race itself.
Me: Ellen van Dijk’s humorous reaction to receiving a box of sex toys as a prize caught the internet’s attention. Dose her lighthearted approach help navigate this unusual situation?
Vos: I think Ellen handled it with grace and humor, turning a potentially awkward situation into something more lighthearted. It shows her commitment to not taking herself too seriously and embracing the unconventional.
Me: Ultimately, do you think this sponsorship will have a positive impact on women’s cycling?
Vos: It’s too early to tell. There’s potential for both positive and negative consequences.Increased visibility and funding are always welcome, but it’s crucial to ensure the focus remains on the athletic achievements and the incredible talent of the women competing. We shouldn’t let the sponsorship overshadow their hard work and dedication.
Me: Marianne, these are certainly complex issues, and I appreciate your honest insights.
What do YOU think, cycling enthusiasts? Does EasyToys’ sponsorship contribute positively to women’s cycling, or does it detract from the sport’s values? Join the conversation in the comments below.
Let’s keep the dialogue respectful and open as we navigate this new terrain in women’s professional cycling.
