Energy-drink marketing in sports refers to the promotional strategies used by manufacturers of energy drinks to associate their products with athletic performance, endurance, and excitement - especially in extreme and action sports - as well as with mainstream professional sport. These strategies include athlete endorsements, league and event sponsorships, branded event creation, in-venue signage, product sampling, social media campaigns, and branded content. Researchers have found that energy-drink advertising commonly uses sport cues and celebrity athletes, with frequent themes implying performance or focus benefits.[1] Youth exposure to such marketing is high, particularly online, raising public-health concerns and prompting regulatory and self-regulatory responses in several countries.[2][3]
Energy-drink brands were early adopters of Sports marketing tactics oriented toward high-risk, high-visibility activities (e.g., Motocross, freestyle BMX, Snowboarding, and Cliff diving). Industry leaders such as Red Bull and Monster Energy have invested heavily in athlete rosters, team ownership, title sponsorships, and owned events to embed themselves in sports culture and media.[4][5]
Energy-drink companies sponsor athletes in action and mainstream sports and acquire naming rights for series or leagues. Examples include Monster Energy’s entitlement of NASCAR’s premier series (2017–2019) and long-running title of AMA Supercross, extended through 2030, as well as official designations with mixed martial arts promotions.[6][7][8]
In Major League Baseball, GHOST Energy became the official energy drink partner of the Chicago Cubs and the Philadelphia Phillies via multi-year deals announced in May 2024.[9][10]
Event ownership and creation
Red Bull has used owned events—such as the Red Bull Cliff Diving World Series—to produce branded, broadcast-quality sports content that reinforces brand identity and reaches audiences directly.[11][12]
In-venue branding and signage
Entitlement and official-partner deals typically include prominent placement on trackside boards, venue assets, uniforms, and equipment, as well as pouring rights and sampling activations at events.[13]
Digital and social media
Studies have documented extensive energy-drink marketing across social platforms, often using viral tactics, lifestyle imagery, and athlete content that may appeal to adolescents.[3] In an experimental and survey literature focusing on youth, sport-themed energy-drink ads were perceived as targeting younger audiences and promoting use during sports.[2][14]
Targeting, exposure and public-health concerns
Content analyses indicate energy-drink ads disproportionately feature extreme or action sports and frequently include performance or focus cues.[1] Observational and experimental studies show high youth exposure across media and that sport-themed ads can shape perceptions of appropriate contexts for consumption (e.g., during physical activity).[2][3] More broadly, evidence syntheses on food and non-alcoholic beverage marketing to children find that marketing restrictions can reduce exposure and the power of marketing, and may influence diet-related outcomes.[15]
International guidance has shifted toward stronger protections for children from unhealthy food and beverage marketing, including energy drinks. In July 2023, the World Health Organization recommended mandatory regulation to reduce children’s exposure and the persuasiveness of such marketing.[16] UNICEF and WHO have published toolkits and policy briefs for governments designing marketing restrictions.[17]
In the European Union, energy drinks are covered by general food law with specific caffeine-labelling requirements under Regulation (EU) No. 1169/2011 (e.g., “High caffeine content…” and per-100 mL disclosure), while industry associations maintain voluntary codes.[18][19] In the United Kingdom, the British Soft Drinks Association’s code advises against marketing or selling high-caffeine energy drinks to under-16s and sets additional labelling and placement commitments.[20]
In September 2025, the UK government announced plans to ban retail sales of high-caffeine energy drinks to under-16s in England, building on voluntary supermarket restrictions; the consultation page outlines the policy scope and enforcement approach.[21][22]
In North America, trade groups have issued “responsible marketing” commitments (e.g., not targeting children, caffeine disclosure). The American Beverage Association adopted labelling and youth-marketing commitments in 2014; global guidance has been issued by the International Council of Beverages Associations (updated 2019).[23][24]
Advertising standards and disputes
Advertising regulators have acted against implied performance or focus claims in some markets. In 2019, the UK Advertising Standards Authority banned a Red Bull poster campaign for implying improved focus and concentration—claims not authorised under EU nutrition and health-claims rules.[25][26]
Product compliance and recalls
Regulatory actions have also addressed caffeine limits and labelling. In Canada, national authorities have repeatedly recalled various caffeinated energy drinks over non-compliance with caffeine content and bilingual labelling requirements.[27][28][29]
Notable examples
Monster Energy – Entitlement sponsor of NASCAR’s top series (2017–2019); long-term AMA Supercross title (extended through 2030); official energy drink partner of the UFC.[30][31][32]
↑ Aaker, David (21 December 2012). "How Red Bull Creates Brand Buzz". Harvard Business Review. Harvard Business Publishing. Retrieved 17 September 2025.
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