- House of Doge, the commercial arm of the Dogecoin Foundation, in partnership with its recently announced merger partner, Brag House, has acquired a majority stake in the Italian soccer club US Triestina Calcio 1918.
- House of Doge said the acquisition marks the first time a crypto commercialisation vehicle has been brought into the ownership structure of a European football team.
- The acquisition follows an announcement earlier this month that Brag House, a publicly listed tech company and eSports platform, would acquire House of Doge in a reverse takeover transaction expected to be completed in early 2026.
House of Doge, the commercial arm of the Dogecoin Foundation, announced October 20 that it had acquired a majority stake in the Italian soccer club, US Triestina Calcio 1918 (commonly known as Triestina), together with its recently announced merger partner, Brag House.
According to House of Doge, the acquisition marks the first time a European football club has “brought a cryptocurrency commercialization vehicle directly into its ownership structure.”
Triestina was a founding member of Italy’s top-flight soccer competition, the Serie A, way back in 1929 and continued to compete at the highest level until the 1950s. In recent decades, though, the club has struggled and has competed in lower levels. Triestina is currently sitting in last place in Italy’s third-tier competition, the Serie C, having suffered a whopping 20-point penalty for administrative failings and apparent mismanagement.
“Our investment in US Triestina 1918 is about much more than football,” explained Marco Margiotta, CEO of House of Doge.
It’s about connecting Dogecoin’s global community with one of Europe’s most storied clubs and proving that digital assets can drive real-world value, culture, and passion. This is a first step in bringing the spirit of Dogecoin directly into the fabric of the world’s game.
Marco Margiotta, CEO of House of DogeHouse of Doge says it will immediately be injecting capital into the club to support “football operations and community initiatives.” It will also be looking to integrate cryptocurrency into the club’s day-to-day operations in “practical, fan-friendly ways”, including “enabling crypto as a payment option for tickets, concessions, and merchandise at home fixtures.”
The objective is to introduce a modern payments structure that enhances the match-day experience and supports the club’s financial resilience, simultaneously bringing further utility to Dogecoin.
House of DogeHouse of Doge also announced that it has added Roger Rai to its Advisory Board, a move it said will “bolster execution with an elite, multi‑sport perspective.” Rai currently serves as Vice President of the Toronto Blue Jays baseball team in the MLB and sits on the Board of Directors of Maple Leaf Sports Entertainment (MLSE).
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House of Doge to Merge with Brag House
Earlier this month, House of Doge announced it had entered into a definitive merger agreement with Brag House, which will see it acquired through a reverse takeover transaction. The deal has been approved by both boards and is set to be completed by early 2026.
According to House of Doge’s announcement once the deal is finalised, the newly merged entity will be a “publicly traded platform for the Dogecoin ecosystem,” combining the strengths of “two aligned entities at the intersection of digital finance, gaming, and cryptocurrency.”
“Since launching House of Doge, we’ve built momentum across every layer of the Dogecoin ecosystem,” Margiotta said. He added, “now, we’re bringing what we’ve built to the public markets.”
Brag House is a technology company and eSports platform targeting Gen Z-aged casual college gamers. The platform allows players to compete in tournaments and fans to support their favourite teams by making predictions called ‘brags’.
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“This merger elevates our union of vision and capability,” Lavell Juan Malloy II, the CEO and Co-Founder of Brag House said.
“By embedding Dogecoin into the fabric of Gen Z’s experiences, across college campuses, sports, gaming, and communities, we are not merely creating new business lines; we are unlocking a multi-billion-dollar avenue to mainstream digital currency acceptance and shareholder value creation.”
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