On October 22, 2025, Brag House Holdings, Inc. (NASDAQ: TBH) and its merger partner House of Doge Inc. announced a strategic investment in HC Sierre Hockey Club, a professional team that competes in Switzerland’s Swiss League. The partnership will make House of Doge the club’s second‑largest owner and its principal sponsor, positioning the two companies to influence the club’s operations and marketing initiatives.
HC Sierre, founded in 1933 and based in the canton of Valais, is one of Switzerland’s most historic professional hockey clubs. The club has deep community roots and a passionate fan base, and its participation in the Swiss League provides a high‑profile platform for brand activation and fan engagement. The investment aligns with House of Doge’s broader strategy to bring digital innovation and token‑based ownership models to traditional sports.
The collaboration is part of House of Doge’s ongoing effort to integrate cryptocurrency and digital infrastructure into real‑world assets, following its recent acquisition of Italy’s U.S. Triestina Calcio 1918. By partnering with Brag House, the deal also leverages TBH’s expertise in community‑driven engagement and data analytics, creating new revenue streams through sponsorship, fan‑token sales, and cross‑promotion with Brag House’s esports platform. This expansion into professional sports represents a significant diversification of TBH’s business model and a potential catalyst for future growth.
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