Dogecoin’s House of Doge Acquires Italian Club as 6M-Fan DOGE Expansion Kicks Off
Dogecoin's commercial arm House of Doge has taken a big leap into the world of professional sports by snapping up a majority...
Quick overview
- Dogecoin's House of Doge has acquired a majority stake in the historic Italian football club US Triestina Calcio 1918.
- The merger with Brag House Holdings positions House of Doge as the club's largest shareholder, aiming to enhance community engagement and long-term value.
- Plans include introducing crypto payment systems for tickets and merchandise, marking a first for many Italian clubs.
- This investment reflects a trend of crypto investors purchasing lower-tier European clubs, with the potential for significant brand growth for Dogecoin.
Dogecoin’s commercial arm House of Doge has taken a big leap into the world of professional sports by snapping up a majority stake in Italian football club US Triestina Calcio 1918, one of the country’s oldest and most storied teams.
The news came out on Monday, and its a major development because House of Doge merged with Brag House Holdings, making them the club’s largest shareholder. The move clearly aligns with House of Doge’s goal of backing projects that bring communities together, are culturally relevant, and can generate long-term value.
“This is the biggest move Dogecoin has made into European football to date,” the company’s statement said, positioning it as a way to mix digital assets with old-school sports.
House of Doge is going to inject some fresh capital into Triestina to get their whole football operation up to speed, improve their fan outreach, and upgrade their infrastructure. On the cards is bringing in crypto payment systems for ticket sales, concessions, and merchandise, which will be a first for heaps of Italian clubs.
Doge Enters European Football ⚽️ Where's Asia?
(The title is slightly punchier for X/Twitter virality)TL;DR
House of Doge 🐶 acquired a majority stake in Italian club U.S. Triestina Calcio 1918 🇮🇹.
The goal is to integrate Dogecoin for tickets, merchandise, and concession…
— Bình (@doanbinh2311) October 21, 2025
Key Highlights:
- Buying up a majority stake in US Triestina Calcio 1918.
- Introducing crypto payment options for fans and local vendors.
- A strategic merger with Brag House Holdings ahead of their Nasdaq listing.
Bringing Back a Beloved Underdog
It was back in 1918 that Triestina was founded and in 1929 they were part of the very first Serie A. But since then they’ve been struggling to get back to the top flight, last appearing in Serie A all the way back in 1958. These days the club is stuck near the bottom of Serie C, in danger of getting relegated to the semi-pro division.
But this is a perfect time for the investment to happen. With over 3 to 6 million viewers tuning in to Serie A matches, if they can pull off a successful revival Triestina could become a real marketing goldmine for Dogecoin’s global brand.
This also reflects a pretty common trend of crypto investors & foreign investors buying up lower-tier European clubs, which we’ve already seen with Solana’s Brera Holdings buying up teams in Italy, Mongolia and even Mozambique.
"Dogecoin's House of Doge places its bet on Italian soccer underdog. A new unexpected player in sports sponsorship. #CryptoNews #Dogecoin #Soccer" #CryptoNews
— Green Candle Gazette (@GCandleGazette) October 21, 2025
Dogecoin’s Plans for Sports
The Triestina deal is another step in Dogecoin’s ambitions to turn itself from a meme coin into a serious mainstream payment network. Just a few months ago House of Doge partnered with NTT INDYCAR driver Devlin DeFrancesco, who got part of his $100,000 Indy 500 salary in DOGE, & they also donated $25,000 to Riley Children’s Foundation.
The organisation’s upcoming Nasdaq listing via their merger with Brag House aims to allow Dogecoin to move into global merchant services and digital payment solutions.
By backing a struggling but historic Italian club, Dogecoin is betting on culture, fandom and digital currency adoption on a far bigger scale than just football.
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