Dogecoin’s journey from internet meme to mainstream brand has taken an unexpected turn - onto the football field.

The House of Doge, the Dogecoin Foundation’s commercial arm, has acquired a majority stake in US Triestina Calcio 1918, one of Italy’s oldest football clubs, signaling a push to blend crypto with real-world culture.

Dogecoin Steps Into European Football

Once a founding member of Serie A, Triestina now languishes at the bottom of Italy’s third division. The new ownership, shared with Brag House Holdings, will inject capital into the club and introduce Dogecoin-powered payments for tickets, merchandise, and concessions. The move aims to modernize match-day operations while boosting Dogecoin’s global visibility.

House of Doge said the partnership is about “uniting culture, community, and long-term value,” positioning the project as a bridge between blockchain innovation and traditional sports. The foundation hopes to help restore Triestina’s status while turning the club into a symbol of crypto-driven revival.

Beyond the Pitch

This isn’t Dogecoin’s first step into sports. Earlier this year, House of Doge sponsored INDYCAR driver Devlin DeFrancesco, paying part of his salary in DOGE and donating to charity. Now, with plans to list on Nasdaq through its merger with Brag House Holdings, Dogecoin’s commercial arm is scaling its ambitions – integrating payments, data services, and merchant tools built around the meme-inspired token.

If Triestina’s comeback succeeds, Dogecoin could find itself not just trending online but winning hearts in stadiums across Europe.

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