Why Chiefs Star Patrick Mahomes Became Throne Sport Coffee’s Lead Investor

Following the first week of organized team activities (OTAs), Kansas City Chiefs quarterback Patrick Mahomes showed up to his first press conference wearing a Throne SPORT COFFEE t-shirt.

A day later Throne SPORT COFFEE was the No. 1 best-selling, ready-to-drink coffee on Amazon.

“It’s quite the bump,” Michael Fedele, the founder/CEO of Throne SPORT COFFEE, exclusively shared. “That’s how engaged and excited he is to introduce this to the masses.”

Not surprising, considering the two-time MVP is the face of the NFL, Mahomes is a popular product endorser of brands, including Adidas, Coors Light, State Farm, Subway, T-Mobile, Oakley, BioSteel, BOSS, CommunityAmerica Credit Union, Essentia Water, Head & Shoulders, Hy-Vee, Hyperice, T-Mobile, Whoop and AirShare.

But for Throne SPORT COFFEE, a ready-to-drink iced coffee, he is the lead investor. Fedele is the No. 1 shareholder in the company, and Mahomes, who is in the middle of a 10-year, $450 million contract, is the No. 2 shareholder.

“I’ve partnered with people I believe in, and some have worked, and some haven’t worked, but I think if you have the passion, the belief, that you can make stuff happen,” Mahomes said. “And that’s what I look to invest in.”

Mahomes tasted formulations of the product, which combines natural caffeine; natural flavors; natural sweeteners; B vitamins and electrolytes, before it launched and met with retail partners. He participates in Zoom and in-person meetings with executives.

“Patrick’s legitimately involved behind the scenes,” Fedele said. “He’s involved on a day-to-day, week-to-week standpoint.”

Fedele, who is used to working with athletes and beverages as a former brand manager at vitaminwater, senior brand manager at Powerade and head of marketing for BodyArmor, approached Jacquelyn Dahl, Mahomes’ marketing agent, before the 2023 NFL season.

A 30-minute introductory call ended up becoming a two-hour meeting, and then Dahl broached it with Mahomes.

Given Mahomes’ lofty profile, athletic accomplishments and ample resources, he was obviously a desirable partner for a sports beverage, but Fedele did not initially know just how much of a coffee fanatic Mahomes was, making him an even better fit than anticipated.