In a landmark move, House of Doge, announced that it has become the largest shareholder in U.S. Triestina Calcio 1918, a club competing in Italy’s Serie C. The deal marks the first time a crypto-backed commercialization vehicle has taken direct ownership in a European football club.
The acquisition was executed via the merger partner Brag House Holdings, which provides the public listing and governance structure for the transaction, a press release stated.
Strategic shift: Crypto meets the pitch
Beyond the headline purchase, the deal sets out a clear agenda, which embeds DOGE utility into the club’s fan-experience. Plans include adding Dogecoin as a payment option for match tickets, stadium concessions and club merchandise.
CEO Marco Margiotta of House of Doge described the move as, “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.”
Lavell Juan Malloy II, Chairman and CEO of Brag House Holdings Inc. commented on the partnership saying, “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.”
Challenges ahead & market signals
While the acquisition is ambitious, signals from the broader market remain mixed. The DOGE token continues to trade below $0.20 with limited momentum. Meanwhile, the club, Triestina, has struggled athletically and administratively, including a points deduction due to recent penalties in Serie C.
For House of Doge and Dogecoin’s community, the purchase is less about short-term returns and more about long game positioning. Football offers a massive global fan base and a physical platform to test crypto-native utility at scale.
Source: CoinMarketCap.com