House of Doge, the commercial arm of the Dogecoin Foundation, announced on Monday that it has acquired a majority equity stake in U.S. Triestina Calcio 1918, an Italian soccer club playing in Serie C, the third-highest division of professional soccer in Italy. The acquisition was made in partnership with Brag House Holdings, House of Doge's publicly traded merger partner, which is facilitating the firm's plans to go public via a reverse merger.
In a statement, House of Doge CEO Marco Margiotta emphasized that the investment is about connecting Dogecoin's global community with the storied club and demonstrating how digital assets can drive real-world value, culture, and passion. He added, "This is a first step in bringing the spirit of Dogecoin directly into the fabric of the world's game."
U.S. Triestina Calcio 1918 is currently in last place in Serie C and recently faced a 13-point administrative penalty. House of Doge's move signals a broader strategy to tokenize elements of mainstream culture, starting with sports. The firm has existing ties to the sports world, including backers like the Steinbrenner family (owners of the New York Yankees) and NHL players such as Tyler Seguin, Jason Arnott, and Ales Hemsky. Earlier this year, House of Doge collaborated with IndyCar driver Devlin DeFrancesco to feature the DOGE logo on his car for the Indianapolis 500.
As part of the announcement, House of Doge revealed it is adding Roger Rai, Vice Chairman of the Toronto Blue Jays, to its advisory board to advise on sports operations and commercial partnerships. The firm, founded earlier this year to boost Dogecoin's mainstream adoption, is also working with Robinhood and 21Shares to develop Dogecoin yield products and alternative investment vehicles. Following the news, DOGE's price rose approximately 1.6% to nearly $0.20, though it remains down 25% over the past month and more than 72% below its 2021 all-time high of $0.73. Brag House stock (TBH) surged nearly 10% to $1.13 on the same day.
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