Brag House Holdings and House of Doge announced a multi‑asset sponsorship of U.S. Triestina Calcio, an Italian Serie C club. The deal places Dogecoin on the club’s official match jerseys and includes House of Doge branding on secondary placements. Activation will begin this season and run through the 2026/27 campaign.
The partnership gives Dogecoin front‑and‑center visibility on the kit, big screens, and interview backdrops, and enables crypto payments for ticketing, concessions, and merchandise at the stadium. It is part of House of Doge’s strategy to integrate Dogecoin into everyday commerce and to tokenise real‑world assets.
The sponsorship follows the merger between Brag House Holdings and House of Doge, announced on Oct. 13, 2025, and is expected to close early 2026. The merger positions Brag House as the public corporate arm of the Dogecoin Foundation and expands its reach beyond the U.S. collegiate esports market into international sports sponsorships.
Lavell Juan Malloy II, Chairman and CEO of Brag House, said the partnership extends the company’s playbook globally, linking culture and capital on an international stage. He added that the collaboration demonstrates how authentic engagement can drive measurable value and community.
Brag House’s financial performance has faced challenges, with negative earnings and cash flow figures in recent quarters. The sponsorship is intended to open new revenue streams from transaction fees and brand partnerships tied to Triestina’s fan base, supporting the company’s broader goal of scaling its data‑driven SaaS platform and expanding its Gen Z‑focused digital media and gaming portfolio.
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