STAMFORD — Stamford may not have a professional football team but it now has a connection to arguably the greatest football player in the world.
Patrick Mahomes, the three-time Super Bowl winning quarterback of the Kansas City Chiefs, is the lead investor of Throne Sport Coffee, a ready-to-drink iced coffee product recently launched by local company Stamford Sports Brand and its owner, Stamford native Michael Fedele.
The drink, which comes in four flavors, is marketed as a “better-for-you” alternative targeted toward athletes and active adults since it is low in sugar and calories compared with other ready-to-drink iced coffee products, according to Throne Sports Coffee’s website.
So far, it’s available at thousands of stores in the middle of the country, stretching from North Dakota down to Texas and from Kansas to Ohio.
However, the store locator on the company’s website shows one other location isolated from the others that carries the beverage: Stamford.
The 44-year-old Fedele, the son of the former Connecticut lieutenant governor of the same name, said he wanted to test out the drink in his hometown. Throne Sport Coffee is available at locations including Sterling Farms Golf Course and the Stamford Transportation Center.
“Stamford has been good to me and my family and I grew up here,” Fedele said in a phone interview. “Having the product available in my hometown was something important and special to me.”
A beverage industry veteran of more than 15 years, Fedele came up with the concept for Sport Throne Coffee through his numerous interactions with world class athletes, many of whom he’s established personal relationships with, he said.
As the former vice president of marketing for sports drink BodyArmor, Fedele worked with high profile athletes including Kobe Bryant, James Harden and Mike Trout to represent the brand.
One big takeaway from his time around elite athletes was how often they consumed coffee as a way to increase and maintain their energy level.
“Given how prevalent it was among active adults in general, I said these folks deserve a brand to call their own,” Fedele said.
Throne Sport Coffee, with flavor varieties mocha java, salted caramel, french vanilla and black, uses natural caffeine, natural flavors and natural sweeteners, according to a news release from the company.
“Caffeine is an important part of many people’s active lifestyles, from professional athletes to those on-the-move every day, and many of the other (ready-to-drink) coffees on the market provide no other benefits than caffeine — and are loaded with artificial ingredients,” the news release reads.
Fedele, who was also the brand manager for Coke’s Powerade and Vitaminwater in the past, said that as he was developing the idea for Throne Sport Coffee Mahomes was the first athlete he considered to represent the beverage. He reached out to the star quarterback’s team, and was surprised to find out that the Chiefs’ signal-caller was an avid coffee drinker.
“For them it was, ‘Oh my goodness, all Patrick does is drink coffee all day,'” Fedele said, recalling the initial conversation with a representative of the quarterback.
Fedele said Mahomes was immediately intrigued by the product. He shared samples with the player and started talking about the potential for launching the brand. Mahomes drank Sport Throne Coffee during the past season when the Chiefs won their second Super Bowl in a row, and the third in Mahomes’ time on the team.
“That’s a real life focus group right there,” Fedele said.
Since then, the two have communicated frequently, Fedele said.
According to the news release, Mahomes was heavily involved in the development and release of Throne Sport Coffee, from marketing and sales to meeting with retailers.
“I am proud to be part of Throne Sport Coffee and to launch and introduce a better iced coffee to the masses,” he said in the release. “We have been working on creating the perfect product for those who are always on-the-go, who are looking for a natural energy source with added benefits and I couldn’t be more excited about being in on the ground floor of building this brand.”