The recent footage involving Erola Jons and Tadej Pogačar is pretty jarring. Jons is a Spanish influencer with a large following and was hired by Vuelta this summer to cover the race, but the footage from stage 1 shows her approaching Pogačar in a restricted area and making unwelcome, suggestive questions and references.
It is a bit disappointing to see this happen during a Grand Tour. Multiple journalists and commentators publicly criticized the Vuelta for hiring her, and it seems there is a real tension between wanting to reach new audiences and respecting the professional environment the riders need. The Vuelta has not responded as of Monday, which only leaves more room for debate about how these partnerships are managed.
While expanding the sport's reach is important, there has to be a baseline of professional conduct when accessing restricted areas. If you do not understand the rhythms and pressures of a stage race, it is easy to overstep. Should race organizers risk hiring influencers with no background in the sport?
Beyond the specific incident, I wonder if there is a way to integrate social media talent without compromising the traditions and boundaries of the peloton. Is there a specific set of guidelines or training that should be mandatory for non-cycling professionals before they get access to the riders?