The Dogecoin Foundation's commercial division, "House of Doge," has acquired a majority stake in a historic yet struggling Italian professional football club.
According to a Monday announcement, House of Doge, in partnership with Brag House Holdings, Inc., has become the largest shareholder of US Triestina Calcio 1918, aiming to support projects that are "community-driven, culturally relevant, and have long-term value."
The statement noted that the investment in US Triestina 1918 is Dogecoin's most ambitious move into European football to date, positioning House of Doge at the forefront of the integration of digital assets and traditional sports.
As part of this investment, House of Doge will inject new funds into US Triestina Calcio 1918 to promote football operations and the development of community projects for the club.
The club plans to introduce cryptocurrency payment integration, including enabling crypto payments for tickets, merchandise, and memorabilia at home games.
The announcement stated that the goal is to introduce a modern payment system to enhance the matchday experience and strengthen the club's financial resilience, while also providing more practical uses for Dogecoin.
Reports indicate that Serie A matches attract an average of 3 to 6 million domestic viewers, and Dogecoin is expected to gain significant attention.
In recent years, there has been a growing trend of foreign investors acquiring poorly managed football clubs and striving to help them return to the top leagues.
The Solana digital asset treasury, Brera Holdings, has been involved in professional football multiple times. The company currently owns the Italian Serie B club SS Juve Stabia, as well as several smaller clubs in countries like Mongolia, Macedonia, and Mozambique.
US Triestina Calcio 1918 was one of the founding members of Serie A in 1929; however, it has languished in lower leagues for decades and has not returned to the top tier since 1958.
The funding injection from House of Doge is particularly crucial for the club, which is currently at the bottom of the Italian Serie C league.
If performance continues to decline, the club may be relegated to Serie C2 next season, bringing it just one step away from semi-professional status.
House of Doge has made it clear that the goal is to expand the application scenarios for Dogecoin (DOGE) and promote broader adoption and demand for the digital asset. A recent collaboration with the U.S. hotel payment platform inKind is an example of this.
However, this is not the first time the Dogecoin Foundation's financial division has ventured into professional sports.
In March of this year, it partnered with NTT INDYCAR SERIES driver Devlin DeFrancesco and Rahal Letterman Lanigan Racing to participate in the Indianapolis 500 event.
As part of the collaboration, DeFrancesco received a $100,000 salary for the Indy 500 paid in Dogecoin and donated $25,000 worth of Dogecoin to the Riley Children’s Foundation in Indianapolis.
House of Doge also held a competition for community members to select DeFrancesco's helmet and car livery, with the helmet being auctioned for charity after the race.
Additionally, earlier this month, House of Doge announced plans to seek a Nasdaq listing through a merger with media technology platform Brag House Holdings, Inc.
The announcement stated that the merged entity would bring recurring and diversified revenue through the integration of advanced payment infrastructure, Dogecoin-priced merchant services, proprietary data insights, licensing, and global asset management activities.
Recently, House of Doge has also attracted several executives, with former Booking.com Chief Technology Officer and former Citigroup Chief Investment Officer Matt Swan appointed as Chief Digital Officer.
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Original article: “House of Doge Snags Italian Football Club”
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