Why is kissing a reward?

I’ve noticed that the coverage of the Giro cycling race always seems to have an accompanying photo of the stage winner with two young women kissing him on respective cheeks . Why? Surely winning a sporting events shouldn’t come with the reward of a kiss? What kind of message does that send about male entitlement? As a contrast, I’ve never seen the winner of a female sporting event rewarded with two men kissing her (hopefully because she chose not to be kissed by two random men rather than because it was not an option).