This week, Chiefs Wire's Ed Easton Jr. spoke with Throne SPORT COFFEE Founder & CEO Michael Fedele.
In his interview with Easton Jr., Fedele discussed Throne SPORT COFFEE's growth and his close work with Kansas City Chiefs quarterback and investor Patrick Mahomes. He shared what inspired him to start Throne SPORT COFFEE.
"I've worked in beverage for more than 15 years on many different active lifestyle and sport-related beverage brands dating back to 2009, and I again have strong relationships with a bunch of different amateur and professional athletes," said Fedele, "but then beyond that, I try to be active myself, as we all do. Personally, along with many others, kind of in that circle, I notice that so many folks are consuming coffee for energy."
We took the stage at The Beverage Forum to tell the story of how Throne SPORT COFFEE went from an idea to a brand fueling those on the go nonstop. There's no better room to do it than in front of the country’s top retailers and most influential names in beverage. Let’s work! pic.twitter.com/rA0O0Cz7Br
— Throne SPORT COFFEE (@gosportcoffee) April 30, 2026
With more than 15 years of experience building breakthrough beverage brands, Fedele has a proven track record of launching game-changing "better-for-you" products and executing standout national marketing campaigns.
"On multiple different occasions throughout the day, not just in the morning; could be mid-morning, late morning, could be an afternoon pick-me-up after lunch, could be jumping on a 4pm Zoom, whatever the case. Really, any occasion," said Fedele. "I thought it was interesting that all these active people were drinking coffee and had launched so many better-for-you products in the beverage space, from sports drinks to enhanced waters to sport waters to caffeinated sports drinks; the reality was I thought it was really intriguing that all these people that really care about what they're putting into their body were all choosing coffee. Often, they drank it black or added very little dairy or sugar. I thought that was really interesting."
As an early investor, Mahomes has been closely involved with the brand and its mission to deliver great-tasting coffee that provides energy and added functionality for active consumers.
"So I started doing some research in the ready-to-drink coffee segment; anything canned, canned, or bottled is ready-to-drink coffee," said Fedele. "It's a pretty big category, a couple of billion dollars, and the number one skew in ready-to-drink coffee is- won't call them out by name. It's the best-selling ready-to-drink coffee product in the United States. At every gas station or convenience store we walk into, you flip it over and see the nutrition facts on the back."
Focused on what he puts in his body, the three-time Super Bowl champion sees Throne SPORT COFFEE as a clean, great-tasting, functional alternative to traditional coffee.
"My whole thing is: if you're active, on the go, and care about what you put in your body, you need coffee on the move," said Fedele. "Why on earth should they have to subject themselves to that? That was the foundation, and the aha moment that really catapulted my thinking, planning, and desire to launch Throne SPORT COFFEE. I'm excited to have the opportunity to do it, change the ready-to-drink coffee landscape, and do something new and different."
For more information, fans can join the conversation on social media at @sportcoffee on Instagram and TikTok, and via sportcoffee.com.
This article originally appeared on Chiefs Wire: Michael Fedele reveals inspiration for starting Throne SPORT COFFEE
