Ellen van Dijk given bizarre X-rated prize after stage victory in cycling race

Dutch cyclist Ellen van Dijk was given a bizarre X-rated prize after a stage victory at the Bloeizone Fryslân Tour.

The time-trial world champion won the 14.4km first stage with a winning time of 18 minutes 34 seconds, beating Riejanne Markus by seven seconds and Marlen Reusser by 25 seconds.

With the race sponsored by EasyToys, a website specialising in adult-themed products, van Dijk was handed a rather eye-catching prize for her triumph.

Her goody-box included a vibrator, a satin blindfold, “play socks” and Karma Sutra playing cards.

The 35-year-old seemed to see the funny side, posting on Twitter: “Prizes in women’s cycling are improving. You can leave tips on how to use it in the comments”.

It is not the first time EasyToys has delved into the world of sport sponsorship, often attracting controversy as a result.

In 2020, the company were temporarily blocked by the Dutch Football Association from featuring on the kit of Eredivisie side FC Emmen. In response, they erected an X-rated inflatable at the entrance to the club’s stadium.

The EasyToys logo also featured on the ice at an Olympic curling qualifier last year, leading broadcasters in Japan and the United States to pull their coverage.

Prizes in women’s cycling are improving