TLDR
- House of Doge and Brag House Holdings purchased majority ownership in US Triestina Calcio 1918
- The club sits in last place in Serie C, Italy’s third-tier professional league
- Crypto payments will be available for tickets, merchandise, and concessions
- US Triestina was a Serie A founding member in 1929 but hasn’t played top-flight soccer since 1958
- The deal marks the first European football club with a cryptocurrency company in its ownership structure
House of Doge, the commercial division of the Dogecoin Foundation, announced Monday it has acquired a majority stake in US Triestina Calcio 1918. The purchase was completed alongside merger partner Brag House Holdings.
The investment represents the first time a European soccer club has integrated a cryptocurrency company into its ownership structure. House of Doge will provide immediate capital to support the club’s operations and community programs.
US Triestina faces challenges on the field. The team currently occupies last place in Serie C, Italian soccer’s third tier.
The club has a storied history dating back to 1929. US Triestina was a founding member of Serie A but has not competed at Italy’s highest level since 1958.
Crypto Integration at the Stadium
House of Doge plans to implement cryptocurrency payment systems throughout the club. Fans will be able to purchase tickets, concessions, and merchandise using digital assets at home matches.
The company stated this modernized payment structure aims to improve the fan experience. The system will also introduce Dogecoin utility in a real-world sports environment.
US Triestina plays at Stadio Nereo Rocco, which seats 24,500 spectators. Serie A matches in Italy typically attract between three and six million domestic television viewers.
Building on Previous Sports Partnerships
This acquisition follows House of Doge’s earlier sports ventures. In March, the company partnered with IndyCar driver Devlin DeFrancesco for the Indianapolis 500.
DeFrancesco received $100,000 of his race salary in Dogecoin. The partnership included a $25,000 DOGE donation to Riley Children’s Foundation in Indianapolis.
House of Doge CEO Marco Margiotta said the investment extends beyond football operations. The deal aims to bring Dogecoin into mainstream sports culture.
The company recently hired former Booking.com chief technology officer Matt Swan as chief digital officer. Swan previously held the position of chief investment officer at Citi.
Crypto Companies Enter Soccer Ownership
The US Triestina deal follows a pattern of digital asset companies investing in soccer clubs. Solana’s Brera Holdings owns multiple teams across Italy and other nations.
Brera Holdings operates clubs in countries including Mongolia, Macedonia, and Mozambique. The company also owns SS Juve Stabia in Serie B, Italy’s second division.
House of Doge announced plans earlier this month to pursue a Nasdaq listing. The listing would occur through its merger with media technology gaming platform Brag House Holdings.
The combined company plans to generate revenue through payment infrastructure and Dogecoin-denominated merchant services. Global licensing and treasury activities will also contribute to revenue streams.
House of Doge recently partnered with US hospitality payments platform inKind. The company’s stated mission focuses on backing projects with community relevance and long-term value.
The exact financial terms of the US Triestina acquisition were not disclosed. House of Doge confirmed it will work with club leadership to integrate cryptocurrency in fan-friendly ways.
US Triestina risks relegation to Serie C2 if results do not improve this season. The lower division sits just one tier above semi-professional football in Italy.
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