Functional beverage startup Throne Sport Coffee has secured $10 million in fresh funding as it accelerates plans for nationwide growth. The round marks a significant milestone for the performance-focused ready-to-drink (RTD) coffee brand, which counts NFL star Patrick Mahomes among its backers.
Alongside the capital raise, Throne has signed a Direct Store Distribution (DSD) agreement with Big Geyser, one of the largest independent beverage distributors in the New York City metropolitan area. The partnership gives the young brand access to more than 24,000 retail accounts across New York City, Long Island and Westchester — a major foothold in one of the most competitive beverage markets in the U.S.
A Performance-Led Coffee Play
Founded in 2024 by beverage executive Michael Fedele, formerly of BodyArmor, Throne Sport Coffee was designed to bridge the gap between traditional RTD coffee and functional sports drinks. Its “Coffee Plus+” formulation targets active consumers seeking energy without the heavy sugar loads typical of many ready-to-drink coffees.
Each can contains 150mg of natural caffeine, electrolytes for hydration, B-vitamins to support energy metabolism, and BCAAs aimed at muscle recovery. Sugar levels range between 1g and 8g of natural cane sugar — significantly lower than many conventional RTD coffee offerings.
The brand’s lineup currently includes Black, French Vanilla, Salted Caramel, Mocha Java and Mint Mocha varieties, positioning it within the rapidly expanding functional coffee category.
Why the NYC Distribution Deal Is Critical
In the beverage industry, distribution partnerships often determine survival and scale. Big Geyser is widely regarded for its hands-on merchandising and sales support, having helped scale brands such as Celsius and Poppi. The alliance provides Throne with both retail visibility and on-ground execution support in a high-velocity market.
The New York launch is expected to serve as a blueprint for further expansion, with Throne planning to replicate the DSD-led model across other major U.S. cities throughout 2026.
Funding to Fuel National Growth
The $10 million infusion will support production scaling, expanded marketing efforts — including leveraging Mahomes’ visibility during the NFL season — and team expansion to manage the complexities of a growing national distribution network.
As the functional beverage segment continues to blur the lines between energy drinks, sports hydration and coffee, Throne Sport Coffee is positioning itself as a hybrid contender. With fresh capital and a strategic New York distribution partner, the brand is aiming to convert everyday caffeine consumption into a performance-driven ritual.
