The subject of this paper is the Red Bull brand, and the aim of the research was to explain the effectiveness of the marketing and communication strategy of Red Bull GmbH, which primarily relies on association with and communication through sports. To this end, a survey was conducted in Croatia, and the results confirm that respondents successfully associate the Red Bull brand with sports, which aligns with their long-standing strategy and positively influences the perception of the brand. Additionally, it has been proven that respondents are familiar with the athletes, sports teams and clubs sponsored by Red Bull, as well as the sporting events they organize. Furthermore, a correlation was observed between the decision to purchase Red Bull energy drinks among respondents who more actively follow sports and the sponsorship of their favorite athlete, team, or sporting event by the company. The results also indicate that there is room for improvement in Red Bull's communication with its target audiences through its official websites and social media. Although respondents who find Red Bull's sports content interesting tend to share it further, only a small number consider it interesting. The findings of this paper provide insight into the branding strategy of Red Bull GmbH through sports and can serve as a starting point for further research on branding products in similar categories through sports.