I practice and am a big fan of two sports they sponsor heavily: skateboarding and auto racing.
They sponsor some of the absolute best and "real" skaters, including Jamie Foy and Zion Wright, among others. They aren't corporate or try to mold fiercely independent skaters into an image. They just pay the best skaters in the world to wear their logo. They also pay to build some of the best skateparks/obstacle courses in the world by sponsoring some of the contest series.
In auto racing they sponsor the iconic Red Bull Racing team, headed by an absolute troll of a human being but also insanely successful. They have the best aerodynamicist in racing history (Adrian Newey) and some of the best drivers in the world. They won 4 straight championships with Seb Vettel, and now look poised to finally challenge Mercedes' dominance this year.
I personally don't drink any energy drink besides coffee, but two of the big things I'm passionate about are the better for Red Bull's involvement.