Brands partnering with sports events or organisations are not engaging sufficiently with the female population, according to the Sport and Recreation Alliance.

A poll conducted by the Alliance with Perkins Slade revealed that while 68 per cent of women watch the 2016 Rio Olympic Games, just 33.5 per cent of the mentions made by sponsors on social media in the first few days of the Games related to women’s sport.

Women make 85 per cent of all purchasing decisions, and they are becoming increasingly influenced by social media.

According to the study, 41 per cent of females said social media influenced their buying decisions. This increased to 67 per cent for women aged 18-34.

“Commercial brands are missing a clear opportunity to further increase the value of investment by ignoring the value of the pink pound,” said a statement made by the Alliance.