Heineken’s out, Budweiser’s in—and soccer’s sponsorship landscape may never look the same.

This week, Asli and Michael kick things off with the end of a 30-year partnership: AB InBev is replacing Heineken as the official beer of the UEFA Champions League starting in 2027, doubling the annual fee to more than $230 million. Asli wonders if the European prestige will fade, while Michael sees it as the next phase of soccer’s global takeover—and a warning to every legacy sponsor that no brand is too iconic to be replaced.

Then it’s over to U.S. Soccer, which just posted record revenue of $263.7 million for 2025. Asli recalls how brands like Chobani are showing up beyond the pitch—family activations, freebies, and sugar-free yogurt for kids—while Michael asks the big question: will this cash ever reach the grassroots, or just fund new facilities at the top?

The conversation shifts to the U.S. soccer pyramid, where USL has made its boldest move yet—hiring Premier League exec Tony Scholes to lead its new Division One league and bring promotion and relegation to American soccer. Asli calls it “great drama and great business.” Michael agrees: “It’s what MLS can’t sell—stakes.”

Finally, the Seattle Sounders are hunting for new investors and exploring a soccer-specific stadium in Renton. Asli raises questions about accessibility and fan culture, while Michael points to a growing trend: every successful U.S. soccer club now wants a home of its own.

From sponsorship shakeups to stadium deals, Finance of Football dives into how money, marketing, and ambition are rewriting the rules of the beautiful game—one beer, one league, and one city at a time.

---

For more, follow Asli and Michael on Instagram

Asli - @brefootcontessa

Michael - @michale.lore

And follow the show…

On Instagram - @financeoffootballpod

On Facebook - /financeoffootball

---

The Finance of Football, a Frequency Machine Podcast, is…

Written, Hosted, and Produced by Asli Pelit and Michael LoRé

Editing and Sound Design by Ryan Hammond

Mixing and Mastering by Julian Kwasneski

Executive Produced by Stacey Book and Avi Glijansky

---

Check out more of Frequency Machine’s podcasts - including Undercover Sports, a show about the wildest sports conspiracy theories, at frequencymachine.com

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.