House of Doge, the corporate entity of the Dogecoin Foundation, has secured a majority ownership of Italy’s soccer club US Triestina Calcio 1918, marking a significant milestone in the merging of digital assets with traditional industries.
This move comes as cryptocurrency companies aim to establish tangible presences in regulated sectors. By acquiring a century-old European football team, House of Doge is converting token-driven enthusiasm into genuine ownership while indicating a transformation in how crypto brands seek legitimacy and expansion.
As Triestina’s largest shareholder, House of Doge is introducing capital and plans centered on blockchain. The club, which competes in Italy’s Serie C, will experiment with cryptocurrency-based ticketing and merchandise transactions.
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The acquisition was executed in partnership with Brag House Holdings, House of Doge’s publicly traded merger partner. Brag House facilitated the publicly listed structure that made the purchase possible and continues to oversee governance and market access. Together, the firms are merging Brag House’s gaming and fan ecosystem with House of Doge’s blockchain, creating a unified framework that links digital communities with traditional sports audiences.
“Our investment is aimed at demonstrating that digital assets can generate real-world value, culture, and passion. Football provides an optimal platform to showcase how decentralized communities can effect sustainable change,” said Marco Margiotta, CEO of House of Doge.
Analysts observe that crypto firms are transforming on-chain communities into off-chain assets that produce revenue. By venturing into sports, gaming, and entertainment, companies like House of Doge seek to stabilize volatility with consistent operations.
Enhancing the Industry’s Credibility
The connection between cryptocurrency and football is rapidly expanding. Clubs are increasingly utilizing blockchain for sponsorships, fan voting, and tokenized loyalty programs. For crypto companies, aligning with reputable teams opens access to millions of fans and bolsters credibility.
In 2025, Tether increased its ownership to 10.7% in Juventus F.C., becoming the second-largest shareholder. The company aims to enhance fan-token integration and stablecoin transactions in Serie A. Bitpanda also partnered with Arsenal F.C. and Paris Saint-Germain F.C. to improve blockchain-powered fan rewards. Socios maintains its partnerships with FC Barcelona and Inter Milan to enhance global fan engagement.
The House of Doge acquisition aligns with its strategy to go public through a reverse merger with Brag House Holdings (TBH). TBH began trading in March at about $4.30 per share but has since plummeted to $1.13, a nearly 74% decline, reflecting the broader instability among small-cap digital asset firms.
Dogecoin (DOGE) is trading near $0.20—up 1.9% from the previous day but down 25% over the month. Its one-year high was $0.466 on December 8 last year. At that time, there was strong optimism regarding a possible $1 breakout, but the current price reflects a decline of approximately 57% from that peak.
