House of Doge Makes Historic Move Into European Soccer With Italian Club Investment

TLDR

• House of Doge, the commercial arm of Dogecoin Foundation, acquired a majority stake in US Triestina Calcio 1918 through a partnership with Brag House Holdings
• The Italian soccer club currently sits in last place in Serie C, the third tier of Italian professional football
• The investment will provide capital for football operations and introduce crypto payment options for tickets, concessions, and merchandise
• US Triestina 1918 was a founding member of Serie A in 1929 but hasn’t competed at the top level since 1958
• House of Doge plans to pursue a Nasdaq listing through its merger with Brag House Holdings

House of Doge has become the largest equity holder in US Triestina Calcio 1918, a historic Italian soccer club. The acquisition was made together with merger partner Brag House Holdings.

The investment represents Dogecoin’s first major move into European football. House of Doge aims to integrate cryptocurrency into practical aspects of the club’s operations.

The company will provide immediate capital to strengthen football operations and community initiatives. The exact amount of the investment was not disclosed in Monday’s announcement.

US Triestina Calcio 1918 was founded as a member of Serie A in 1929. The club has not competed at Italy’s top level since 1958.

The team currently sits in last place in Serie C, Italian football’s third tier. Without improvement, the club faces relegation to Serie C2 next season.

House of Doge plans to introduce crypto payment systems at the club. Fans will be able to use cryptocurrency to purchase tickets, concessions, and merchandise at home fixtures.

The company describes this as a way to enhance the match-day experience. The integration also aims to support the club’s financial stability.

Expanding Dogecoin Utility

House of Doge CEO Marco Margiotta said the investment goes beyond football. The move represents a step toward integrating Dogecoin into mainstream sports culture.

This marks the first time a European football club has brought a cryptocurrency company directly into its ownership structure. The announcement follows House of Doge’s plans to go public through a reverse takeover with Brag House Holdings.

House of Doge has made previous ventures into professional sports. In March, the company partnered with IndyCar driver Devlin DeFrancesco for the Indianapolis 500.

DeFrancesco received $100,000 of his Indy 500 salary in Dogecoin. The partnership also included a $25,000 DOGE donation to Riley Children’s Foundation.

Growing Trend in Soccer

The acquisition follows a pattern of crypto companies investing in soccer clubs. Solana’s digital asset treasury Brera Holdings owns multiple clubs across Italy and other countries.

Brera Holdings operates teams in countries including Mongolia, Macedonia, and Mozambique. The company owns SS Juve Stabia in Serie B, Italy’s second tier.

House of Doge recently hired former Booking.com chief technology officer Matt Swan as chief digital officer. Swan previously served as chief investment officer at Citi.

The company also partnered with US hospitality payments platform inKind to expand Dogecoin utility. House of Doge states its mission is to back projects with community relevance and long-term value.

US Triestina plays at Stadio Nereo Rocco, a 24,500-seat stadium. Serie A matches typically draw between three and six million domestic viewers in Italy.

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