House of Doge, the corporate arm of the Dogecoin Foundation, has acquired the largest equity stake in U.S. Triestina Calcio 1918, a historic Serie C Italian club currently at the bottom of the league standings.
The transaction, carried out through Brag House Holdings, marks the first time a European club integrates a crypto commercialization entity into its ownership structure.
DOGECOIN WILL BE USABLE FOR PAYMENTS AT THE CLUB
The investment seeks to revitalize the club’s operations and provide resources to attract talent, enhance athletic performance, and expand the fan base. House of Doge plans to integrate cryptocurrency into the club’s daily operations, allowing payments with DOGE for tickets, merchandise, and concessions, while also introducing digital experiences to strengthen the connection between fans and the club. The goal is to offer alternatives to traditional payment methods and adapt Triestina’s culture to the crypto world.
To oversee these initiatives, the company brought in Roger Rai, Vice Chairman of the Toronto Blue Jays and a board member of Maple Leaf Sports & Entertainment, to the advisory board. Rai will provide expertise in commercial partnerships, governance, and modernization of the fan experience, including payment and engagement strategies based on cryptocurrency. House of Doge intends to professionalize sports management and implement innovative practices within the club.
A New Way To Use Cryptocurrency
The transaction establishes a model different from traditional sports sponsorships, placing cryptocurrency at the core of managing a European club. This integration is expected to inspire other teams to explore cryptocurrency adoption and blockchain technology in their operations, demonstrating how these tools can interact directly with professional sports.
It is worth noting that House of Doge plans to go public through a reverse takeover agreement with Brag House Holdings, a move that will strengthen its market presence and provide additional capital to expand its influence in the sports industry. The long-term vision aims to improve the club’s performance and set a precedent for future collaborations between sports organizations and crypto companies.