Coffee and competition have always gone hand-in-hand, from early-morning training boosts to post-game rituals. But today, the connection is stronger than ever: coffee brands are becoming major players in athlete endorsements and sports sponsorships. As the recent ESPN feature on Patrick Mahomes’ partnership with Throne SPORT COFFEE shows, these relationships are no longer limited to logos, they’re about authenticity, deep involvement, and cultural resonance.

Mahomes isn’t just a paid spokesperson, he’s in the trenches, helping refine formulation, gathering feedback from fellow players, and even leading locker-room challenges like “drink it, replace it—or run a half‑gasser.” That kind of athlete-led design is redefining sponsorship. And it’s not unique to Throne: Spindrift recently forged a similar path by welcoming high-profile athletes as actual investors and owners. Through a strategic partnership with Patricof Co and Gryphon Investors, Kevin Durant, DK Metcalf, Azzi Fudd, Derrick White, Sophie Cunningham, and others have become partial owners of the brand—a shining example of athletes investing in products they genuinely believe in.

The numbers speak volumes: SponsorUnited reports that 60 coffee brands were endorsed by over 100 athletes last year, and a staggering 424 coffee brands currently hold deals across teams, athletes, and events. Whether it’s Jimmy Butler with BIGFACE BRAND, David Beckham with Nespresso UK, or Cooper Flagg with Dunkin’, coffee’s reach in sports is wide—and creative, with viral highlights like Harry Kane’s face made of Starbucks beans adding a playful cultural edge.

Still, the playing field isn’t level. Dunkin’ and Tim Hortons dominate sponsorship spending, and mega-stars like David Beckham drive massive engagement. Even Mahomes, with over 20 brand promotions in two years, allocated just 6% of his posts to Throne. But the difference comes down to authenticity and utility. Throne stands out with functional benefits, low sugar, natural caffeine, BCAAs, vitamins and the fact it’s created by athletes for athletes. Combine that with athlete ownership or deep involvement, and a personal mission or local roots and you’ve got a brand with rarity in this cluttered market.

In sports, where rituals, culture, and routines define identity, coffee isn’t just a sip, it’s storytelling fuel. And as the sponsorship category evolves, brands that blend authenticity, athlete involvement, and meaningful connection will be the ones that truly rise through the steam.