House of Duge and Bragg House Holdings have become the largest shareholders of Triestina Calcio 1918, marking a major step in Italian football, according to a corporate release and club statement.
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The move was first announced on October 20, 2025, with both companies announcing their share positions and pledging immediate capital support to the club.
Triestina, which was founded in 1918 and currently competes in Serie C, will have Dogecoin branding on their match kits and around their stadium for the remainder of the 2025/26 season and all of 2026/27.
Check your kit and stadium brand
Based on a report published on October 30, 2025, Dogecoin will appear as the main sponsor on the front of Triestina’s official match shirts.
House of Doge branding is set on secondary placements such as sleeves and shorts. During matches and media events, Dogecoin motifs will also be displayed on LED boards, large screen videos and press backdrops throughout the ground.
These activations are part of broader plans that include testing Dogecoin as a payment option for tickets, merchandise and rewards.
What is omitted from announcements
The exact financial terms of the deal were not disclosed. No price tag or ownership percentage has been disclosed by either side. Reports have revealed that plans are being made to restructure the board of directors and appoint a new president, but no names or dates have been disclosed.
Promoting Dogecoin’s real-world use
House of Doge framed this investment as an opportunity to push Dogecoin beyond online conversations and into everyday use at sports venues. The group said the club will serve as a platform for broader community initiatives and commercial experiments in crypto payments.
If the pilot project plays out as described, it could give fans new payment and purchasing options. However, there are questions about how smoothly such a system would be implemented in a lower league club environment and what regulatory checks would be required in Italy.
House of Doge chief executive Marco Margiotta said placing the Dogecoin logo front and center on the club’s kits means the logo will appear in all match photographs and television filming.
He said frequent exposure makes a brand recognizable to people, and that recognition can lead to commercialization and widespread global acceptance.
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Local reactions and widespread effects
Some local journalists praised the capital increase, noting that lower league clubs often face tight budgets. Some warn that a crypto brand’s recognition does not guarantee long-term financial stability.
Market players will be watching to see if the partnership results in a measurable increase in game-day revenue and merchandise sales.
It has been pointed out that community groups, which are central to the club’s identity in Trieste, need reassurance that their traditions will be respected.
DOGE price update
Meanwhile, DOGE is trading at $0.18 after falling about 7% in the past 24 hours. The coin is up 11% so far this year, but is still about 70% below its 2021 peak of $0.73.
Featured image from Unsplash, chart from TradingView