Checkout Chats: Michael Fedele, Founder of SPORT Coffee

This past Super Bowl weekend, the Kansas City Chiefs took to the field for the third time in a row. And though they faced a crushing loss to the Eagles, the spotlight wasn't just on the field—it was also on the innovative partnerships shaping the future of sports and consumer brands. Among them is Throne SPORT Coffee, a ready-to-drink coffee brand that's quickly becoming one of the most exciting stories in beverage, thanks to its partnership with Chiefs quarterback Patrick Mahomes.

Just days before the big game, we caught up with SPORT Coffee founder Michael Fedele in New Orleans, where he was supporting Mahomes—his brand's lead investor and second-largest shareholder. The timing couldn't have been better to discuss how a beverage industry veteran and one of the NFL's biggest stars are working to revolutionize ready-to-drink coffee.

The Evolution of a Beverage Veteran

Fedele's journey in the beverage industry began at Coca-Cola, where he worked as a brand manager for Powerade before moving to Vitamin Water. But it was his next move that would prove transformative—joining BodyArmor in 2012 as one of its earliest employees.

"I joined in May 2012 when the brand was doing about a million dollars in revenue," Fedele recalls. "By 2021, we had grown to over a billion dollars." During his nine-year tenure, he built and led teams across product innovation, packaging, creative, media, and athlete partnerships, learning invaluable lessons about scaling a beverage brand.

The Coffee Opportunity

After BodyArmor, Fedele noticed something interesting about the athletes he worked with: they were all coffee drinkers. "Athletes have their family life, production days, practice, games—they're just on the go all the time. They drink more coffee than anybody else," he explains. Yet despite this clear need, there wasn't a coffee product specifically designed for active adults.

This gap became the foundation for SPORT Coffee—a premium ready-to-drink coffee designed specifically for active lifestyles.

The Product Philosophy

SPORT Coffee distinguishes itself through its functional formula: 150mg of natural caffeine from premium arabica coffee beans, natural flavors and sweeteners, and only 50 calories per can. Each can also includes B vitamins, electrolytes, and BCAAs—creating their "Coffee Plus” formula.

"If you're going to drink coffee anyway," Fedele explains, "why not get some better-for-you ingredients as well?" 

Building with Patrick Mahomes

In late 2023, with his formula and business plan ready, Fedele was looking for the right partner. Through mutual connections, he was introduced to Patrick Mahomes' team—and the fit was immediate.

Within the first couple minutes of the meeting, Mahomes’ team was ready to pitch it to the all-star athlete. “They told me he drinks four or five coffees a day just for this reason,'" Fedele shares. Mahomes not only became the face of the brand, but also its lead investor and second-largest shareholder, bringing both capital and genuine enthusiasm to the venture.

Unlike many celebrity-backed brands, Mahomes' involvement goes beyond surface level.

"He communicates as much, if not more, during the season than he does in the off season," Fedele notes. "He's highly intelligent, asks amazing questions, wants to learn... and he's also a competitor. He wants to win."

Super Bowl Activation and Beyond

The brand's Super Bowl week presence showcased its strategic approach to growth. SPORT Coffee partnered with FanDuel TV's "Up and Adams" show, setting up a coffee bar where NFL stars like Joe Burrow, Rob Gronkowski, and Emmitt Smith could grab their caffeine fix between interviews. It's the kind of authentic integration Fedele specializes in—meeting consumers where they are with a product that serves a real need.

Since launching in May 2024, SPORT Coffee has expanded to about 5,000 retail outlets, including Casey's (2,800 stores), QuikTrip (1,100 stores), and, most recently, Lifetime Fitness—with more premium natural retailers on the horizon.

The brand's success in securing retail partnerships stems from its strategic approach to sampling and education. "Making sure that we sample the product and educate people about the product in the geographies that we're in is crucial," Fedele emphasizes. Their marketing strategy focuses heavily on "points of sweat"—locations where active consumers naturally gather, from 5K runs to gyms.

Looking Forward

Despite the rapid growth, Fedele maintains a hands-on approach to product development. "I'm still tinkering, always working to get better," he says. "You're always tweaking flavors—that's the constant approach to what we do."

With a team of 11 full-time employees (10 of whom worked with Fedele at BodyArmor), SPORT Coffee is positioned for continued expansion. The brand represents a new wave in functional beverages—one that combines authentic athlete partnerships, clean ingredients, and strategic retail execution.

For Fedele, this is just the beginning. "We haven't scratched the surface of where we hope and plan to take this," he says. In an industry where new brands launch daily, SPORT Coffee stands out by solving a real problem hidden in plain sight. While others chase trends, Fedele is betting that the future of functional beverages isn't about inventing new needs—it's about finally delivering on the ones that have been there all along.