A corporate entity tied to the Dogecoin cryptocurrency has made an unprecedented move into traditional European football, acquiring a majority stake in Italian club U.S. Triestina Calcio 1918.
This marks the first time a crypto-focused firm has directly become a majority shareholder in a European professional football team. House of Doge, which serves as the corporate arm of the Dogecoin Foundation, announced the acquisition today.
The company plans to integrate cryptocurrency payments for match tickets, food, and official merchandise, aiming to bring the “spirit of Dogecoin” to global football fans. U.S. Triestina Calcio 1918 currently competes in Serie C, Italy’s third professional division.
Marco Margiotta, Chief Executive Officer of House of Doge, highlighted the broader vision. “Our investment in U.S. Triestina 1918 is much more than football,” Margiotta stated. “It is the first step to bring the spirit of Dogecoin directly to the heart of the most popular sport on the planet.”
House of Doge formalized the operation alongside its merger partner, Brag House Holdings, an e-sports company focused on university audiences. While the investment amount was not disclosed, the companies indicated immediate support for sporting infrastructure improvements and Blockchain-based fan engagement programs.
The acquisition follows House of Doge’s recent announcement of its intention to go public through a reverse merger with Brag House Holdings. This strategic move aims to expand Dogecoin’s ecosystem beyond financial markets into entertainment and sports sectors.
The connection between cryptocurrencies and football has grown rapidly, with many firms investing millions in sponsorships with leagues and teams. However, few have achieved direct equity participation. This model represents a new integration where tokenization and meme culture merge with sports passion.
This pioneering step by House of Doge could redefine fan-club interactions through digital incentives and symbolic ownership. If successful, it may encourage other crypto projects to strengthen their brands through Europe’s most-watched sport, as digital culture and technology increasingly converge.