The Shiba Inu logo of popular meme coin Dogecoin (DOGE) will grace the jerseys and stadium signage of Italian soccer club, U.S. Triestina Calcio 1918, the House of Doge and its publicly traded merger partner Brag House, announced on Thursday.
House of Doge—the Dogecoin Foundation’s commercial arm—and Brag House announced earlier this month that they had taken a controlling stake in the club, taking the first step in expanding the awareness of DOGE through the world’s most popular sport.
“Dogecoin on the front of a historic club’s kit keeps the brand in every match photo and broadcast,” said House of Doge CEO Marco Margiotta, in a statement. “This is about visibility that turns into familiarity and then utility. That familiarity is another step to bringing the acceptance of Dogecoin worldwide.”
As part of the sponsorship, Dogecoin’s logo will be featured across the chest of the club's primary match jersey, with placement on the sleeves and shorts of its secondary jersey.
Additionally, the branding will earn visibility on the stadium’s LED boards during matches, and will be featured on media backdrops in the press room and in promotional videos.
“Imagine the day when major college programs, across divisions, take the field with Dogecoin on their jerseys,” said Brag House CEO Lavell Juan Malloy II in a statement. “That’s not just sponsorship, it’s symbolic of a movement where community, technology, and real-world ownership intersect.”
The logo sponsorship will cover the remainder of the 2025-2026 soccer season, and all of the following season as well. The jersey reveal is still pending final creative approval.
Earlier this month, the House of Doge announced it would be doing a reverse takeover of publicly traded Brag House Holdings (ticker: TBH), a college-focused online gaming business.
House of Doge helped put the Dogecoin logo on an Indy500 car in May. To fulfill its goal in spreading awareness of the top meme coin, it has also acted as a key partner in the creation of an “official” Dogecoin treasury for publicly traded cleaning product firm, CleanCore.
DOGE has jumped 9% on the year, but remains down 75% from its 2021 all-time high of $0.73. It is now changing hands at $0.18, dropping around 7.4% in the last 24 hours.
TBH stock, meanwhile, is down about 5% on the day and 30% in the last month.
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