Patrick Mahomes’ coffee passion has led the NFL star to new investment and endorsement deals with Throne SPORT COFFEE. After becoming the brand’s lead investor and second-largest shareholder in 2024 this off-season Mahomes became the face of Throne SPORT COFFEE’s latest campaign, “This. Not That.”
In the campaign, Mahomes highlights how what you put into your body directly impacts how you show up everyday. Featuring imagery of Mahomes training in the weightroom, the campaign’s promotional video contrasts the outcomes of unhealthy coffee choices versus opting for a cleaner, performance-driven alternative.
The campaign demonstrates the multi-faceted nature of Mahomes’ investment in Throne SPORT COFFEE. Launching alongside his 2024 investment, Mahomes hasn’t been a passive participant in the company’s growth. Currently, he is also involved in marketing campaigns, product formulation and distribution deals for the company. Currently, the product is available in 20 states and 3,000 stores.
Mahomes’ Investment and Endorsement Portfolios
Throne SPORT COFFEE is part of Mahomes’ diversified business empire, which includes investments and endorsements the food, sport, technology and wellness industries, areas aligned with his professional goals and personal passions.
The quarterback has minority stakes in the Kansas City Current (NWSL), Sporting Kansas City (MLS), Kansas City Royals (MLB), a Miami-based pro pickleball team, and ownership in Alpine Racing of Formula One alongside his teammate, Travis Kelce. Not willing to stop there, Mahomes is also exploring a WNBA expansion into Kansas City, showing a passion for women’s sports and a strong desire to invest in his local sporting economy. The superstar is also the co-founder of KMO Burgers, a franchisee group that brought Whataburger to Kansas and Missouri, while tapping Kelce once again for a new steakhouse (1587 Prime) in Kansas City. The quarterback has also taken great interest in athletic recovery, making investments in major brands like Hyperice and Whoop.
Outside of his massive investment portfolio, Mahomes boasts endorsement deals with Nestlé, Hugo Boss, Molson Coors, Head & Shoulders, Prime, State Farm, adidas, Oakley, Subway, DraftKings, and T-Mobile. These deals generated up to $25 million in income for the Chiefs star in 2024.
A Growing Buzz: Athlete-Led Coffee Ventures
Mahomes isn’t the only professional athlete venturing into coffee brands. Athlete-coffee partnerships have been a growing trend, with numerous athletes launching their own blend–or even an entire coffee line.
In 2016, former NBA guard and Finals legend Matthew Dellavedova partnered with the Cleveland Coffee Company to launch his own blend, “G’Day Mate.” The idea arose after Dellavedova made headlines during the 2015 NBA Finals by announcing he would forsake his typical pregame coffee after leaving Game 3 in an ambulance with dehydration. While pro skateboarding legend Tony Hawk’s admiration for caffeine may not go quite as far as Dellavedova’s, his 2024 partnership with Starbucks for their “Try This at Home” campaign matched Hawk’s bold flair. And who can forget Jimmy Butler, who launched Big Face Coffee from his NBA Bubble hotel room? Big Face emphasizes specialty beans and quality roasts, boasting a full-time location in Miami and pop-ups in San Francisco after Butler’s debut in the Bay Area.
Throne SPORT COFFEE’s newest promotional campaign capitalizes on a growing trend: the serious investment power of athletes paired with their desire not only for a caffeine buzz, but one aligning with their health goals. In this deal, Mahomes embodies the transformational shift from endorser to stakeholder. As athletes increasingly lean into coffee, whether it’s through strategic collaborations or specialty brands, the market–and opportunity to create authentically–is brewing with opportunity.
Get the free weekly newsletter so you can win the game.