The Dogecoin Foundation’s commercial arm, House of Doge, has acquired a majority stake in the Italian football club US Triestina Calcio 1918, one of Italy’s oldest professional teams.
According to a Monday announcement, House of Doge and its merger partner Brag House Holdings have become the club’s largest equity holders. The investment aims to support initiatives that combine community spirit, cultural relevance, and long-term growth.
“The investment in US Triestina 1918 represents Dogecoin’s most ambitious step into European football, positioning House of Doge at the forefront of merging digital assets with traditional sports.”
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As part of the deal, House of Doge will inject new capital into Triestina to boost football operations and strengthen community programs. The partnership will also bring crypto integrations to the club, allowing fans to pay for tickets, food, and merchandise using digital assets like Dogecoin.
The statement said the goal is to create a modern payment system that improves the match-day experience, strengthens the club’s financial foundation, and brings more real-world use for Dogecoin.
If successful in reviving Triestina’s fortunes, the move could bring major attention to Dogecoin, as top-flight Serie A matches attract between three and six million domestic viewers on average.
House of Doge Expands Dogecoin’s Real-World Utility
The House of Doge aims to broaden the use of Dogecoin (DOGE) and drive wider adoption of the cryptocurrency. A recent example of this effort is its partnership with the US-based hospitality payments platform inKind, designed to integrate Dogecoin into everyday transactions.
This is not the first time the Dogecoin Foundation’s commercial arm has ventured into professional sports. Earlier this month, the House of Doge revealed plans to go public on Nasdaq through a merger with the media and gaming technology firm Brag House Holdings.
“The combined entity will generate recurring and diversified revenue through integrated advanced payment infrastructure, Dogecoin-denominated merchant services, proprietary data insights, licensing, and treasury activities at a global scale.”
Joint announcement by House of Doge and Brag House Holdings
The company has also strengthened its leadership team, appointing former Booking.com chief technology officer and Citi chief investment officer Matt Swan as its new chief digital officer.
Foreign Investors Revive Struggling Football Clubs
In recent years, more foreign investors have been buying stakes in struggling football clubs, aiming to restore their former success and lift them back to the top divisions.
Solana’s digital asset treasury, Brera Holdings, is one example, with ownership in several professional teams including SS Juve Stabia in Italy’s Serie B, as well as smaller clubs across Mongolia, Macedonia, and Mozambique.
US Triestina Calcio 1918, one of Serie A’s founding members in 1929, has spent decades outside the top flight and hasn’t played in Italy’s premier division since 1958. The club is now in desperate need of revival.
The recent capital boost from House of Doge could be crucial, as Triestina currently sits at the bottom of Serie C, the third tier of Italian football. Without an improvement in results, the club risks relegation to Serie C2 next season, just one step away from semi-professional status.
