The couple’s football expansion followed the reported sale of most of BELAY, the remote-work and recruitment business they founded after withdrawing money from their retirement plans. The deal is said to have given them the capital to explore a new sector, while retaining a stake in the company they built.
That transition also reflects a familiar modern ownership route: successful business founders using football to build a portfolio rather than simply buying one club. The Mileses are reportedly involved with Walsall in England, Drogheda United in Ireland, Silkeborg in Denmark and Trivela FC Togo.
NoFo Brew Co. gives the project a commercial identity beyond the ownership structure. The brand has reportedly appeared in club stadiums and on shirts, creating a direct connection with supporters rather than remaining a distant corporate sponsor.
Bryan Miles said, “As pessoas gostam de usar nossas camisas por lá; elas se identificam com a marca. E elas realmente gostam da nossa cerveja.” The comment underlines the ambition: make the company feel like part of the football environment, not simply an advertisement beside it.
Shannon Miles’ path into the project appears to have required a similar leap of faith. The report says she was not naturally comfortable with financial risk, but chose the possibility of success over the regret of never trying.
Multi-club ownership can offer shared expertise, commercial reach and a pathway for players, but it also creates pressure to respect each club’s local identity. Supporters will judge the project through sporting decisions, investment and transparency-not only through the strength of its branding.
The next storyline will be whether the Mileses can turn an unusual business portfolio into sustained football credibility across four very different environments.