The Vuelta a España faced immediate scrutiny from sports journalists and fans following the hiring of Spanish influencer Erola Jons, whose livestreams during the opening stage in Monaco drew widespread criticism for inappropriate remarks directed at race leader Tadej Pogacar. According to reports from multiple European sports outlets, the 29-year-old content creator—who boasts millions of followers across TikTok and Instagram—was brought in by race organizers to attract a younger, non-traditional demographic to the three-week Spanish grand tour.
Viral Videos and On-Screen Confrontations
The controversy ignited after Jons followed Pogacar following his victory on the opening stage in Monaco. In clips that circulated rapidly across social media platforms, Jons repeatedly referred to the Slovenian star as “Pogachitar” while filming him close up during post-race routines.
When directly engaging the UAE Team Emirates rider, Jons asked, „Why do you have to hyperventilate every time you see me?” Later in the broadcasts, while observing another rider whose jersey was partially unzipped, she remarked, „You can see through the shirt and what I see, I like.” These segments triggered immediate backlash from cycling supporters and media figures alike, who argued the interactions crossed professional boundaries.
Journalistic Backlash and Industry Response
Prominent media voices did not hold back in their assessments of the promotional stunt. Spanish sports journalist Laura Meseguer published an opinion piece in El País describing Jons’ behavior as „sexist,” noting that the remarks mirrored the exact type of intrusive comments female sports reporters have fought against for years. Meseguer added that the coverage promoted an image of a commentator lacking both basic knowledge of professional cycling and respect for the athletes competing.
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According to sports daily Marca, UAE Team Emirates formally registered its displeasure with race organizers regarding the treatment of their team leader.
Broader Media Shifts and Audience Declines
The decision to employ digital influencers stems from a broader industry challenge: declining traditional television viewership for major cycling events. Data analyzed by the University of Leuven revealed that television audiences across Europe during the opening nine stages of the Tour de France dropped by four percent compared to the average figures recorded between 2021 and 2025. In the Netherlands, public broadcaster NOS reported a long-term drop in daily Tour viewership over the past decade, while budget constraints left the Vuelta off free-to-air Dutch television entirely this season.
Organizers have increasingly looked to digital creators to reverse these trends. Successful precedents include former professional rider Rick Zabel and Dutch creator Bas Tietema, whose popular YouTube channel eventually spawned a professional cycling team. However, industry critics pointed out that while digital expansion remains a viable strategy, the execution involving Jons lacked journalistic oversight and sporting context.
Next Steps in the Vuelta
With the opening weekend controversy addressed by race officials, the Vuelta a España continues its route through the opening week stages, where sports media will monitor whether organizers maintain their influencer partnerships moving forward.
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