House of Doge Acquires Majority Stake in Italian Soccer Club US Triestina 1918
House of Doge, the corporate arm of the Dogecoin Foundation, has made cryptocurrency history. The organization acquired a majority stake in US Triestina Calcio 1918, marking the first time a European football club has integrated a cryptocurrency commercialization vehicle into its ownership structure. This groundbreaking move signals a major shift in how digital assets intersect with traditional sports institutions.
The acquisition was completed through a partnership with Brag House Holdings, Inc. (NASDAQ: TBH), announced on October 20, 2025. US Triestina Calcio 1918, founded in 1918, stands as one of Italy’s oldest professional football clubs. The deal represents more than a simple investment. It demonstrates how cryptocurrency organizations are transitioning from digital-only operations to tangible, real-world assets.
Dogecoin Foundation Plans for US Triestina 1918
House of Doge will provide immediate capital investment to strengthen football operations and community initiatives at the club. The organization’s vision extends beyond financial backing. Leadership aims to transform how fans engage with the team through blockchain technology.
The plan includes integrating cryptocurrency as a payment option for tickets, concessions, and merchandise at home fixtures. This practical application brings Dogecoin utility directly to match-day experiences. Fans will soon have the option to use DOGE for everyday stadium transactions.
Marco Margiotta, CEO of House of Doge, emphasized the broader mission behind the investment. “Our investment in U.S. Triestina 1918 is about much more than football. 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.”
Building Dogecoin Adoption Through Sports Infrastructure
House of Doge appointed Roger Rai to its Advisory Board to strengthen execution with an elite, multi-sport perspective. Rai serves as Vice Chairman of the Toronto Blue Jays (MLB) and sits on the Board of Directors of Maple Leaf Sports & Entertainment (MLSE). His extensive experience in North American major leagues will guide the club toward sustainable operations.
The advisory role focuses on sports operations best practices, commercial partnerships, and supporter experience. Rai’s expertise will help Triestina translate fan-first tradition into modern, sustainable operations, including optional crypto payments where they add clarity, speed, and convenience for supporters.
Lavell Juan Malloy II, Chairman and CEO of Brag House Holdings Inc., highlighted the strategic vision. “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.”
Cryptocurrency Trends in European Football Ownership
House of Doge is not alone in bringing cryptocurrency into European football. In 2025, Tether increased its stake to 10.7% in Juventus F.C., becoming the second-largest shareholder. The firm aims to expand fan-token integration and stablecoin payments in Serie A.
Other cryptocurrency firms have formed strategic partnerships with major clubs. Bitpanda teamed with Arsenal F.C. and Paris Saint-Germain F.C. to enhance blockchain-based fan rewards. These collaborations demonstrate growing acceptance of digital assets in professional sports.
The club currently sits in last place in Italy’s Serie C league. However, the Dogecoin Foundation’s substantial investment could provide the resources needed for improvement. The organization views this challenge as an opportunity to demonstrate how cryptocurrency backing can revitalize struggling teams.
Expanding Dogecoin’s Real-World Applications
House of Doge extends the mission of “Doing Only Good Everyday” by backing projects and brands that carry community, cultural relevance, and long-term value. The US Triestina 1918 acquisition aligns perfectly with this philosophy. It connects a globally distributed cryptocurrency community with a deeply rooted local football tradition.
The investment positions House of Doge at the forefront of merging digital assets with traditional industries. Unlike typical sponsorship deals, this ownership structure gives the organization direct influence over operations. It enables comprehensive integration of cryptocurrency into every aspect of the club’s activities.
The acquisition also serves as a testing ground for broader Dogecoin adoption strategies. Success at Triestina could pave the way for similar investments in other sports organizations. It demonstrates how cryptocurrency can provide both financial stability and technological innovation to traditional institutions.
Conclusion
The House of Doge’s acquisition of US Triestina 1918 represents a watershed moment for cryptocurrency in sports. By becoming the first cryptocurrency company to own a European football club, the Dogecoin Foundation has set a precedent for digital asset integration in traditional industries. This move transforms how fans interact with their favorite teams while expanding Dogecoin’s utility beyond digital transactions.
