
The House of Doge, an offshoot of the Dogecoin Foundation, recently secured a majority stake in the historic yet struggling Italian football club, US Triestina Calcio 1918. This acquisition is part of a strategic initiative to foster wider usage of Dogecoin within the realm of sports.
In a statement released earlier this week, the House of Doge revealed that alongside their merger partner Brag House Holdings, they have become the largest equity holder of the club. Their objective is to support projects that embody community significance, cultural importance, and sustainable value.
“This investment in US Triestina 1918 marks Dogecoin’s most significant foray into European soccer, placing House of Doge at the leading edge of integrating digital assets with traditional sports,” the statement noted.
This collaboration aims to infuse US Triestina with new financial resources to enhance their football operations and community outreach efforts. Moreover, the integration of cryptocurrency payments is anticipated, allowing fans to use Dogecoin for purchasing tickets, concessions, and merchandise during home games.
“The goal is to create a modern payment system that enriches the match-day experience while fortifying the financial stability of the club, thus bringing added utility to Dogecoin,” according to the announcement.
If House of Doge succeeds in revitalizing the club’s performance, it could increase visibility for Dogecoin, which already garners between three and six million viewers for Serie A matches.
The Challenges Ahead
In recent years, international investors have increasingly targeted struggling soccer teams, aiming to restore their former success. Notably, companies like Brera Holdings are active in this space, owning various clubs across regions, including Italy and further afield.
US Triestina, a founding member of Serie A in 1929, has seen a decline, hovering around the lower divisions and not competing at top-tier levels since 1958. The funding from House of Doge could prove crucial for the club, currently at the bottom of Italy’s Serie C.
Without improvements, relegation to Serie C2—just above semi-professional football—could be imminent.
Promoting Dogecoin
House of Doge is dedicated to enhancing the utility of Dogecoin to encourage broader adoption, highlighted by a recent partnership with a U.S.-based payment platform, inKind.
This isn’t the first venture into professional sports for the Dogecoin Foundation’s financial branch, as evidenced by their collaboration with driver Devlin DeFrancesco during the Indianapolis 500 race earlier this year.
The House of Doge is also pursuing a Nasdaq listing through a planned merger with Brag House Holdings, aiming to generate stable revenue through integrated payments and data insights on a global level.