Being a sport that takes place over multiple hours rather than, say, 90mins with one short break, means there are plenty more opportunities for advertising in cycling than most other sports.

What that means is that any company who reckons that people who ride bikes might like their products will buy space to plug them during the gaps in coverage. Sometimes that means you actually learn what the team sponsors do – who knew that Bora made fancy extractor systems?

But very occasionally a brand will go the whole hog with their advertising and create something special (both meanings of that word are applicable), usually either involving cycling or a famous rider, and the results are sometimes, well, interesting to say the least, particularly from our friends over on the Continent. Chances are you’ll see these adverts so much over the course of a race that you’ll be able to recite it or hum the theme tune at the drop of a hat for months after.

We expect you can guess a few of the audio/visual treats you’re in store for here, but if you think we’ve missed any, let us know in the comments below.