Michael Fedele Throne Sport Coffee is the story of a sports-drink marketer who noticed that athletes were fueling up on coffee, then built a canned product to match. Fedele is the founder and CEO of Throne Sport Coffee, a Stamford, Connecticut brand that makes ready-to-drink cold brews and lattes with natural caffeine, B vitamins and electrolytes. Kansas City Chiefs quarterback Patrick Mahomes is its lead investor and second-largest shareholder. In February 2026, the company raised $10 million, and by mid-2026 it was heading toward more than 20,000 retail locations. Here is how Fedele got there, what is inside the can, and why a brand that is only a couple of years old is moving faster than most beverage startups manage.
Michael Fedele Throne Sport Coffee: Who Is He?
Michael Fedele is a beverage industry veteran with more than 15 years of experience, most of it spent around athletes and active consumers. Sportico reported that he spent three years at Coca-Cola before joining BODYARMOR in 2012, where he went on to lead marketing. Throne Sport Coffee’s own announcements describe him as having run marketing at BODYARMOR for more than nine years.
That background shapes how he runs Throne. Fedele does not come from the coffee world. He comes from sports hydration, a category built on a simple idea: give active people a drink that fits how they actually train, work and compete. He applied the same thinking to coffee, and the result is a brand that talks about performance, ingredients and trust more than it talks about roast profiles or cafรฉ culture.
It also explains why Fedele describes Throne as a beverage company first and a coffee company second. His instincts are those of a brand builder who understands shelves, retailers and consumer habits. That perspective turned out to matter a great deal once the brand moved from a launch announcement to a national rollout.
From Coca-Cola to BODYARMOR: Fedele’s Career Before Throne
BODYARMOR is the sports-drink brand that challenged the category’s incumbents by pairing athlete-led marketing with a better-for-you pitch. Fedele spent close to a decade on the marketing side of that story, which gave him a front-row view of how athlete involvement can build trust with everyday consumers, not just fans.
He also learned the less glamorous parts of beverage: retailer relationships, convenience-store distribution and the economics of getting a canned product onto shelves and keeping it there. Those skills show up directly in how Throne launched. The brand started in convenience channels, where active, on-the-go shoppers buy a lot of cold drinks, and then moved into grocery, drugstores and e-commerce once it had proof of demand.
The Coca-Cola years matter too. Three years inside one of the world’s largest beverage companies is an education in scale, supply chain and the discipline it takes to keep a product consistent across thousands of locations. For a founder planning a national launch, that is useful experience.
The Gap Fedele Saw in Ready-to-Drink Coffee
Fedele started working on the idea in early 2023. His observation was straightforward. Athletes and active adults were drinking a lot of coffee, often black, because they wanted caffeine without the sugar and calories. The ready-to-drink options on shelves mostly did the opposite.
In the company’s launch announcement, Fedele argued that many RTD coffees are high in calories, loaded with sugar and artificial ingredients, and offer nothing beyond caffeine. Throne was designed as the alternative: a coffee built for performance, not dessert.
In a January 2025 interview with Food Business News, Fedele sharpened the distinction. Throne was formulated to be low in calories and sugar while remaining a real coffee, he said, rather than what he called a “coffee-flavored energy drink.” He also pointed out that many RTD coffee brands end up looking alike, each innovating in small ways but landing in a similar place. For a founder entering a crowded aisle, that is the core strategic bet: stop competing on sweetness and compete on function and honesty instead.
Building Throne Sport Coffee: Product and Formula
Throne Sport Coffee launched nationwide in May 2024 in 11-ounce cans. The original lineup had four flavors: Mocha Java, Salted Caramel, French Vanilla and Black. It was sold at Casey’s, Hy-Vee, Amazon and the brand’s own website, according to the launch press release.
Every product uses what the company calls its COFFEE PLUS+ formula. According to Throne’s website, that means premium Arabica beans, 150mg of natural caffeine, B vitamins and electrolytes. The beans are sourced from Central and South America. The cold brews are low in calories and sugar and dairy-free, while the lattes add 10 grams of protein. Early reports also listed BCAAs among the ingredients. Food Business News put the original RTD coffees at 50 calories and 8 grams of sugar per can.
The sweetener choice is worth noting. The brand avoids artificial sweeteners and uses natural cane sugar, a positioning that fits its “clean ingredients” message and the expectations of shoppers who read labels.
The cold brew range has since grown to include Mocha Cocoa, Vanilla Bean, Sea Salt Caramel, Mint Mocha and Black. Every can is NSF Certified for Sport, meaning an independent body tests it so the label matches what is inside. For competitive athletes who have to worry about banned substances, that certification is a practical selling point, not just a badge. It also gives ordinary shoppers a simple trust signal in a category where “functional” claims are everywhere.
The Latte Line: Moving Beyond Black Coffee
In mid-2025, Throne added a second product family: premium charged lattes. Food Business News reported that the lattes come in Mocha Java, French Vanilla, Salted Caramel and Coffee Latte. Each can combines 150mg of natural caffeine with 10 grams of protein, lactose-free milk and the Coffee Plus+ formula, which delivers 100% of the daily value of vitamins B2, B3, B6 and B12.
The company said the lattes have 40% fewer calories and 40% less sugar than leading bottled coffees. Fedele framed the launch as a rethink of the category from the ground up. In his words, most of what is on shelves today is dessert in disguise.
The latte line widened the brand’s reach. Cold brew appeals to black-coffee drinkers who want a cleaner can. Lattes speak to the much larger group of RTD buyers who like a creamy, sweeter drink but would rather have protein and fewer calories in it. Having both lines lets Throne compete for different moments: the pre-workout cold brew and the mid-afternoon latte that replaces a cafรฉ run.
How Patrick Mahomes Became the Lead Investor
Fedele pitched Mahomes personally during the 2023 offseason. Mahomes was a natural fit. Sportico reported that the quarterback typically drinks about four cups of coffee a day during the season, and he called joining the venture a “no-brainer.”
His role goes well beyond a name on the can. Boardroom reported that during product development he had sample bottles sent to his home every two to four weeks and gave feedback on the formula. The company says he also meets with retailers and works on product innovation. Mahomes is the second-largest shareholder behind Fedele, and in a CNBC interview he described the stake as a natural extension of his own daily habits.
The visibility helped early. Forbes noted that after Mahomes wore a Throne shirt to a press conference, the brand became the best-selling RTD coffee on Amazon the next day. That kind of spike is hard to buy with advertising. It showed Fedele that the brand’s athlete-led model could translate into real sales, not just impressions.
An Athlete-Powered Cap Table
Mahomes is the headline, but he is not the only athlete with equity. Fedele has said that Throne’s investor group includes several professional athletes, CPG and beverage executives and sports business executives. According to the company’s July 2026 campaign announcement, nearly 20 professional athletes and influencers are now investors, including Alex Bregman, Breanna Stewart, Alex Toussaint and Chris Brickley.
That spread matters. A single celebrity endorsement ties a brand to one sport and one fan base. A wide group of investors across baseball, basketball, football and fitness gives Throne credibility in many different communities. Fedele has also pushed the brand into team environments: he said 25 of the 30 Major League Baseball teams would be supplied with Throne during Spring Training in 2025.
It is a classic playbook from sports beverages, adapted for coffee. Get the product into locker rooms and training facilities, let athletes talk about it in their own words, and let that authenticity carry into the retail aisle. The risk with athlete-backed brands is that the connection feels forced. Throne’s approach, giving athletes real ownership, is designed to avoid that.
Inside the $10 Million Raise
On February 19, 2026, Throne Sport Coffee announced it had raised $10 million. The round was led by professional athletes, sports staff, social media influencers, CPG veterans, beverage executives and founders. The company said the money would go toward distribution expansion, a field sales team and continued brand marketing.
The raise followed a period of refinement. According to the company, Throne spent its first stretch after launch optimizing formulations, consumer messaging and its go-to-market strategy across convenience stores, grocery and e-commerce. With that groundwork done, it was ready to push harder on distribution.
The operational changes came quickly. Throne launched direct-store delivery in New York City through Big Geyser, alongside a broader national distributor, and set a goal of adding 12 more DSD partners in priority states by July 1. Direct-store delivery matters because it puts the brand in front of store managers on a regular schedule, which helps with shelf placement, restocking and promotions.
Fedele thanked the investor group and the retailers backing the brand, and described the moment as the start of what he called the “real growth phase.” For a company that had spent its first two years proving the concept, that was a clear statement of intent.
Building the Leadership Team
Money alone does not scale a beverage brand, and Fedele used the raise to build out his team. Jason Deblitz joined as chief sales officer in late 2025 and has led the expansion into new retailers and distributors.
In April 2026, Throne named Julia Perez its chief marketing officer. According to Food Business News, Perez brings experience from her previous roles, including work building a digital foundation at OWYN. She described a lean, disciplined approach to spending, focused on the unglamorous fundamentals of running a business.
Perez was also clear about where Throne is headed. She said the brand’s ambition has always been a mass-market play, and that she does not expect it to chase highly niche functional benefits right now. She also stressed that deepening relationships with athletes while keeping them authentic is central to the brand’s identity.
That is an important signal. Throne is not trying to be a boutique supplement for hardcore athletes. It wants to be a mainstream coffee that happens to be built with better ingredients, and the athlete story is the way in.
Retail Traction: From Convenience Stores to CVS and Kroger
The distribution numbers tell the clearest story. In January 2025, Fedele said the company was in about 5,000 retail outlets and expected to double that within the year. ESPN reported that over one year the brand grew from 3,500 stores across 25 states to about 6,500, and began a national rollout at Whole Foods Market. By February 2026 it was in roughly 7,000 locations.
Whole Foods came first among the large grocery chains. Beverage Business Insights reported in September 2025 that the Charged Cold Brew line was going national at Whole Foods, after a foothold in four regions covering 450 stores earlier that year.
Then the pace picked up. Beverage Business Insights reported in May 2026 that Throne’s footprint had nearly tripled in a few months, from about 7,000 doors to more than 20,000. That included around 4,500 CVS stores and a chainwide rollout into 2,800 Kroger stores. The company’s July announcement said it expected to exceed 20,000 locations by the end of summer, including Casey’s, QuikTrip and Sheetz.
That mix matters. Convenience stores catch the on-the-go buyer, grocery catches the household shopper and drugstores add everyday reach. Few young beverage brands cover all three this quickly. It also reduces risk: a brand that depends on one channel is exposed if that retailer changes its mind, while a brand spread across several has more stability.
Throne Sport Coffee’s Position in the RTD Coffee Market
Ready-to-drink coffee is a crowded, fast-moving category. Entrepreneur described it as a roughly $5 billion market, filled with sweet, milk-heavy products. Throne’s angle is to position itself as a “sport coffee,” a functional drink for people who train, work and move all day.
Three things set it apart. First, the formula pairs caffeine with B vitamins and electrolytes, which gives the product a reason to exist beyond taste. Second, the NSF Certified for Sport label addresses trust directly. Third, the investor group, a large number of working athletes, gives the brand organic credibility across multiple sports instead of a single endorsement.
There are challenges. Large beverage companies have deep pockets and strong retailer relationships, and functional claims invite scrutiny. The category also moves on taste: if shoppers do not like the flavor, no amount of athlete backing will bring them back for a second can. Throne’s response has been to keep the flavor lineup broad, with sweeter options such as Salted Caramel and French Vanilla alongside a Black option for purists.
Leadership Style and What’s Next
Fedele’s approach is rooted in marketing and distribution. He frames Throne’s mission as improving the RTD coffee category with a better option, and he has been open that growth is the current priority. He has also said the company will keep investing in partnerships, many of them in the fitness space.
His hiring pattern points the same way. He has brought in a sales chief to open doors and a marketing chief with a lean, digital-first mindset, which suggests a founder who knows where his own strengths end and where outside experience is needed.
With a fresh round of funding, a bigger leadership team and national retail placement in place, the next test is repeat purchase. Getting into 20,000 stores is a milestone. Keeping those shelf spots depends on how fast the cans sell through, and that is where product quality, flavor range and marketing will be judged. The brand’s push into DSD partners, its campaign with Mahomes and its expanding retail footprint all aim at the same goal: turning awareness into habit.
Lessons for Entrepreneurs From Michael Fedele
First, build from an observed habit. Fedele did not invent a need. He noticed athletes already drinking coffee and asked what a better version would look like. Products that fit existing behavior tend to be easier to explain and easier to sell.
Second, choose a partner who uses the product. Mahomes drinks coffee daily and shaped the formula, which makes his involvement believable in a way a paid endorsement rarely is.
Third, earn credibility with proof. NSF certification gives skeptical, health-conscious buyers a reason to trust the label. In a category full of big claims, independent testing is a differentiator.
Fourth, scale through the channels your customer already uses. Convenience stores first, then grocery and drugstores, matched the way active consumers actually shop.
Fifth, hire for the stage you are entering. After the funding round, Fedele added sales and marketing leaders who match the next phase of growth rather than the last one.
Frequently Asked Questions
Who is Michael Fedele?
Michael Fedele is the founder and CEO of Throne Sport Coffee. He is a beverage industry veteran who previously worked at Coca-Cola and spent years leading marketing at BODYARMOR.
What is Throne Sport Coffee?
Throne Sport Coffee is a ready-to-drink coffee brand that makes cold brews and lattes with natural caffeine, B vitamins and electrolytes. Its products are NSF Certified for Sport.
Who invested in Throne Sport Coffee?
Patrick Mahomes is the lead investor and second-largest shareholder behind Fedele. Nearly 20 other professional athletes and influencers have also invested, including Alex Bregman and Breanna Stewart.
How much funding has Throne Sport Coffee raised?
The company announced a $10 million raise in February 2026, led by athletes, sports staff, influencers, CPG veterans, beverage executives and founders.
How much caffeine is in Throne Sport Coffee?
Each can contains 150mg of natural caffeine from Arabica coffee.
What flavors does Throne Sport Coffee come in?
The cold brew line includes Mocha Cocoa, Vanilla Bean, Sea Salt Caramel, Mint Mocha and Black. The latte line includes Mocha Java, French Vanilla, Salted Caramel and Coffee Latte.
Does Throne Sport Coffee contain protein?
The latte line has 10 grams of protein per can. The cold brews are low in calories and sugar and dairy-free.
Where can I buy Throne Sport Coffee?
It is sold at retailers including Whole Foods, Kroger, CVS, Casey’s and QuikTrip, as well as on sportcoffee.com.
When did Throne Sport Coffee launch?
The brand launched nationwide in May 2024.
Who runs sales and marketing at Throne Sport Coffee?
Jason Deblitz joined as chief sales officer in late 2025, and Julia Perez was named chief marketing officer in April 2026.
Conclusion
Michael Fedele Throne Sport Coffee shows what happens when a marketer who understands athletes spots a gap and finds the right partner to fill it. With Patrick Mahomes as lead investor, a $10 million round, NSF certification, a growing leadership team and a retail footprint heading past 20,000 stores, Throne has moved from a launch story to a scaling story in about two years. The open question is whether it can turn wide distribution into lasting loyalty. If the early numbers hold, Fedele’s bet on coffee for people who move may keep paying off.
For more founder journeys, see Freddie Martignetti’s Rosaluna, Marcos del Pilar’s Pro Padel League and Nopalera’s Series A on Denote Press.
