House of Doge, the commercial arm of Dogecoin Foundation, House of Doge, has acquired a majority share in the Italian football club US Triestina Calcio 191, House of Doge, has acquired a majority share in the Italian football club US Triestina Calcio 1918.
The investment is Dogecoin's first significant move in European sports and a continuation of its overall plan to integrate digital currencies with established sectors. The deal was done in alliance with Brag House Holdings, where House of Doge is the club's top stakeholder.
The organization will provide new funding to support Triestina's football activities and community initiatives. The investment will enable the integration of Dogecoin tickets, concessions, and merchandise at the club's home games. By allowing crypto payments, House of Doge will create real-world use of Dogecoin and popularize it on mainstream outlets.
US Triestina Calcio 1918 is one of the founding clubs in Italy. It has endured decades of economic and performance hardships in the Serie A. Since 1958, the club has never featured in the top division, and it is now playing in the third tier of Italian football, Serie C.
Triestina, with a new investment from the House of Doge, has hope of stabilizing its operations and improving its performance both on and off the pitch. The financial assistance can be used to help the club avoid relegation, as it is currently ranked near the bottom of its division. The 24,500-seat Stadio Nereo Rocco may soon see a higher participation rate of fans, driven by Dogecoin-branded campaigns and cryptocurrency-based matchday experiences.
This is followed by foreign investment in smaller football clubs, with groups such as Solana-backed Brera Holdings acquiring clubs in Italy and other nations as well. The trend indicates an increased interest in digital assets among established sports markets.
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The House of Doge's decision to enter European football is part of its mission to make Dogecoin a practical and visible presence. Earlier, it collaborated with the NTT INDYCAR SERIES driver Devlin DeFrancesco, who received part of his salary in Dogecoin and gave it to charity.
The organization is also seeking a Nasdaq listing by merging with Brag House Holdings. The merger will facilitate new sources of revenue due to payment infrastructure, licensing, and merchant services in Dogecoin.
The House of Doge aims to introduce Dogecoin as a household asset by participating in professional sports and utilizing it for tangible, community-focused purposes.