Dogecoin’s House of Doge Acquires Majority Stake in Underdog Italian Football Club
House of Doge makes historic move into European football, betting big on reviving US Triestina Calcio 1918
Dogecoin’s commercial arm, House of Doge, has made headlines by acquiring a majority stake in the historic Italian football club US Triestina Calcio 1918, marking one of the meme coin’s boldest real-world expansions yet. The acquisition, completed in partnership with Brag House Holdings, positions House of Doge as the club’s largest equity holder, fueling its mission to merge digital assets with culture and community-driven initiatives.
The new ownership aims to breathe fresh life into Triestina — once a founding member of Serie A but now languishing at the bottom of Serie C, Italy’s third-tier league. The House of Doge plans to inject fresh capital to strengthen the club’s operations, fund local projects, and introduce crypto-powered payment systems for tickets, concessions, and merchandise. This will make Triestina one of the first professional football clubs in Italy to accept cryptocurrency directly for fan experiences.
According to the announcement, the move is part of Dogecoin’s broader strategy to bring real-world use cases and visibility to the token. If Triestina can rise back up the Italian football ranks, it could mean millions of new eyeballs on Dogecoin every week, with Serie A games regularly drawing up to six million domestic viewers.
House of Doge has been actively expanding Dogecoin’s presence beyond the blockchain, previously sponsoring Indy 500 racer Devlin DeFrancesco and partnering with U.S. payments platform inKind. The company is also planning a Nasdaq listing through a merger with Brag House Holdings to scale its payment infrastructure and digital services.
With this latest play, Dogecoin isn’t just chasing memes — it’s building a global brand that blends crypto, sports, and culture into one ambitious ecosystem.
