House of Doge Inc., the corporate arm of the Dogecoin Foundation, together with merger partner Brag House Holdings, Inc. (NASDAQ: TBH), has officially become the largest equity holder in U.S. Triestina Calcio 1918. The announcement, shared via GlobeNewswire and confirmed in a social media post by House of Doge, marks the first time a European football club has brought a cryptocurrency commercialization entity directly into its ownership structure.
The deal, described as “groundbreaking” by the company, highlights Dogecoin’s broader mission to link digital assets with real-world value and signals a strategic move into European sports. For Triestina, a historic but struggling Italian club, this investment represents both a new financial lifeline and an introduction to the world of Web3 technology.
Immediate capital infusion and crypto integration plans
As part of the agreement, House of Doge will provide Triestina with immediate capital investment aimed at strengthening football operations and revitalizing the local community. This includes bolstering the club’s sporting performance and implementing new revenue-generating initiatives.
The organization is also working with club leadership to integrate cryptocurrency into the team’s infrastructure. Crypto payments could soon be accepted for tickets, concessions, and merchandise at home matches, offering fans a modern, convenient way to support their club.
“The objective is to introduce a modern payments structure that enhances the match-day experience and supports the club’s financial resilience, simultaneously bringing further utility to Dogecoin,” the company said in a statement.
It’s official! House of Doge is now the majority owner of U.S. Triestina 1918, one of Italy’s oldest professional football clubs!
— House of Doge (@houseofdoge) October 20, 2025
Dogecoin was founded on Community—and the world’s game is one of the biggest communities there is. We will support Triestina with immediate capital… pic.twitter.com/npUKFiROtR
Dogecoin’s mission expands from memes to mainstream
House of Doge’s CEO Marco Margiotta emphasized that the move goes far beyond financial investment.
“Our investment in U.S. Triestina 1918 is about much more than football,” said Margiotta. “It’s about connecting Dogecoin’s global community with one of Europe’s most storied clubs and proving that digital assets can drive real-world value, culture, and passion. This is a first step in bringing the spirit of Dogecoin directly into the fabric of the world’s game.”
The acquisition aligns with Dogecoin’s community-driven motto, “Doing Only Good Everyday.” By integrating real-world assets such as sports clubs into its ecosystem, House of Doge is extending its mission of decentralization and practical crypto adoption.
Strengthening Triestina’s future
Founded in 1918, Triestina was one of the founding members of Italy’s Serie A in 1929. However, decades of fluctuating fortunes have seen the club drift to Serie C, Italy’s third professional tier, where it now faces relegation risk. The infusion of funds from House of Doge could offer the club a much-needed turnaround opportunity.
Dogecoin’s growing portfolio of partnerships, spanning finance, technology, and sports, illustrates a deliberate effort to expand the token’s utility. Recent collaborations include initiatives with Robinhood (NASDAQ: HOOD), 21Shares, and U.S.-based hospitality platform inKind, all focused on embedding Dogecoin into real-world applications.
Brag House brings fan engagement and digital innovation
Brag House Holdings, the media technology and gaming platform merging with House of Doge, plays a complementary role in this strategy. Chairman and CEO Lavell Juan Malloy II highlighted that “the integration of real-world assets such as U.S. Triestina 1918 with Brag House’s fan-engagement and gaming ecosystem demonstrates how digital communities can evolve into global networks of value creation.”
Malloy added that the partnership aims to extend community empowerment beyond engagement:
“Together with House of Doge, we’re extending our mission from giving communities a voice in culture and sport to giving them ownership in the new digital economy, a transformation that ultimately drives long-term shareholder value for TBH investors.”
Sports leadership and future strategy
To help oversee this integration, House of Doge has appointed Roger Rai, Vice Chairman of the Toronto Blue Jays and a member of the board of Maple Leaf Sports & Entertainment, to its advisory board. Rai will advise on best practices in sports operations, partnerships, and fan experience, drawing from his expertise in North American major leagues.
His role will be pivotal as Triestina works to combine tradition with modernization, aligning its football operations with Dogecoin’s innovative approach to decentralized finance.
Crypto’s growing footprint in global sports
The move follows a growing trend of blockchain-based entities investing in professional sports. Similar ventures include Solana’s Brera Holdings, which owns multiple lower-tier football clubs across Europe and beyond.
Yet, House of Doge’s acquisition sets a unique precedent by integrating a cryptocurrency commercialization vehicle directly into a football club’s ownership structure, a step that could reshape how digital assets intersect with sports franchise management.
For now, all eyes will be on Triestina as it embarks on this new chapter, with Dogecoin’s community watching closely to see if the “world’s game” can indeed become part of the decentralized future.
Roman Zaika
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