I beg to differ. The appearance of podium girls in current sports events as a continuation of the admiration of a noble lady in jousting tournaments has I think, a very clear sexual allusion. Otherwise a handshake would suffice. Which is actually happening by the way because the sexual connotation was not lost on the public and eventually on the organizers of the events because they are being changed now, a change I applaud of course.
My definition remains the same, the processes through which people get attributed sexual characteristics. I think the congratulatory kisses by podium girls is a process through which both the female podium people as well as the male winner get attributed sexual characteristics. One is the imposition of an attitude of reverence towards the strong other and on the male, but also the onlookers is the imposition of the role of conqueror. The message being 'if you want to be a real man, you have to excel at sports. It is less overtly sexual than a miss election, but it is sexual nonetheless. A clear indication is also that this never happens at say, an academic event where a sound presentation is given. It emerges in the context of competition and enforces the role of male dominance over female subordination. The imposition of such roles forms not only the imposition of a gender role but a sexualized gender role. Again, to avoid misunderstanding, that I think both roles imply sexualization, does not mean that I also think that this imposition is equal. The imposition of a passive role is far more restrictive than that of an active role which is to some extent restrictive (you are nothing when you do not win) but in many respects also permissive and in that sense more poblematic.