House of Doge, the corporate arm of the Dogecoin Foundation, has acquired a majority stake in Italy’s soccer team US Triestina Calcio 1918, marking a milestone in the convergence of digital assets and traditional industries.
The move comes as cryptocurrency firms seek tangible footholds in regulated sectors. By acquiring a century-old European football club, House of Doge is translating token-based enthusiasm into real-world ownership and signaling a shift in how crypto brands pursue legitimacy and growth.
Crypto and Football: A Growing Alliance
House of Doge becomes Triestina’s largest shareholder, bringing capital and blockchain plans. The club, based in Italy’s Serie C, will test cryptocurrency-based ticketing and merchandise payments.
The acquisition was executed in collaboration with Brag House Holdings, House of Doge’s publicly traded merger partner. Brag House provided the listed structure that enabled the purchase and continues to oversee governance and market access. Together, the firms are integrating Brag House’s gaming and fan ecosystem with House of Doge’s blockchain network, creating a single framework that connects digital communities with traditional sports audiences.
“Our investment is about proving that digital assets can drive real-world value, culture, and passion. Football provides the ideal stage to demonstrate how decentralized communities can create sustainable impact,” said Marco Margiotta, CEO of House of Doge.
Analysts note that crypto firms are converting on-chain communities into off-chain assets that generate revenue. By entering sports, gaming, and entertainment, companies like House of Doge aim to balance volatility with stable operations.
Expanding the Industry’s Legitimacy
The link between cryptocurrency and football is growing quickly. Clubs now use blockchain for sponsorships, fan-voting, and tokenized loyalty systems. For crypto firms, partnerships with trusted teams bring access to millions of fans and help reinforce credibility.
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. Bitpanda also teamed with Arsenal F.C. and Paris Saint-Germain F.C. to enhance blockchain-based fan rewards. Socios continues its partnerships with FC Barcelona and Inter Milan to build global fan engagement.
The House of Doge deal aligns with its plan to go public via a reverse merger with Brag House Holdings (TBH). TBH also began trading in March at about $4.30 per share but has since fallen to $1.13, a drop of nearly 74%. This reflects the broader volatility among small-cap digital asset firms.
TBH Performance Since Launch / Source:Yahoo
Dogecoin (DOGE) trades near $0.20—up 1.9% from yesterday but down 25% over the month. Its one-year high was $0.466, recorded on December 8 last year. At that time, optimism about a potential $1 breakout was strong, but the current price represents a decline of roughly 57% from that peak.
