A brand competition is a sporting event designed and organized by a company to promote its brand. In the field of marketing, this approach offers an alternative to simply sponsoring sporting events. By opting for a brand competition, the company takes charge of the entire planning and execution of the event, thus giving it complete control as the owner and partial control as the organizer. This control also allows it to select the other partners associated with the event. Furthermore, this approach allows the brand to be directly and visibly associated with the event, thereby strengthening its brand awareness. If successful, a brand competition can potentially become a profitable source of revenue. A prime example is Red Bull, which brilliantly leveraged brand competitions as part of a content marketing strategy. Another relevant example is a brand competition launched by a telecommunications company.