Dogecoin’s Corporate Arm Overtakes U.S. Triestina 1918, Marking the First Cryptocurrency Ownership Deal in Football.

Roger Hampel

Image: U.S. Triestina Calcio 1918

House of Doge Inc., the corporate arm of the Dogecoin Foundation, has become the largest equity holder in U.S. Triestina Calcio 1918, one of Italy’s oldest professional football clubs. The deal, completed in partnership with Brag House Holdings Inc. (NASDAQ: TBH), marks the first time a cryptocurrency company has acquired ownership in a professional football club, introducing digital assets directly into European football’s investment landscape.

A First in Football Ownership Dogecoin U.S. Triestina 1918

According to a statement released via GlobeNewswire, the acquisition makes House of Doge the primary shareholder in Triestina, integrating a cryptocurrency-backed corporate entity into the structure of a historic European football institution.

Founded in 1918, U.S. Triestina competes in Italy’s professional league system and has a long-standing regional presence in Friuli Venezia Giulia. The transaction is described as a strategic move designed to bring together digital asset innovation and traditional football operations, with House of Doge pledging both capital investment and operational collaboration.

Integrating Cryptocurrency and Football Operations

As part of the partnership, House of Doge plans to introduce cryptocurrency payment options for tickets, concessions, and merchandise at Triestina’s home matches. The company says this integration aims to make transactions faster and more transparent while gradually expanding Dogecoin’s practical use in sports commerce.

The investment will also include funding to strengthen football operations and community projects, aligning with the company’s stated mission of supporting initiatives that combine cultural relevance and social engagement.

Marco Margiotta, CEO of House of Doge, said the move is intended to connect the Dogecoin ecosystem with football’s global fan culture:

“Our investment in U.S. Triestina 1918 is about connecting Dogecoin’s global community with one of Europe’s most storied clubs and showing that digital assets can create real-world value.”

Strategic Backing

To support its entry into professional sport, House of Doge has appointed Roger Rai, Vice Chairman of the Toronto Blue Jays (MLB) and board member of Maple Leaf Sports & Entertainment (MLSE), to its advisory board. Rai will provide guidance on sports operations, commercial governance, and fan experience, ensuring that Triestina’s modernization process maintains alignment with industry standards.

In parallel, Brag House Holdings — which focuses on digital engagement and fan ownership — will integrate Triestina into its gaming and community platform, linking physical sports ownership with online fan participation.

Brag House CEO Lavell Juan Malloy II said the partnership with House of Doge aims to merge “digital community engagement with tangible sports ownership,” suggesting that the acquisition could serve as a model for new hybrid investment models in global football.

House of Doge and Brag House Holdings clarified that some details in the announcement — including the pending merger between the two entities and future cryptocurrency integration plans — constitute forward-looking information under U.S. securities regulations. The companies emphasized that these plans remain subject to regulatory approvals, closing conditions, and market factors, and that actual outcomes may differ from current expectations.