The Dogecoin (DOGE) logo will be prominently displayed in professional soccer. House of Doge and its partner Brag House announced the new alliance on Thursday. This deal will put Dogecoin on soccer jerseys for the Italian club U.S. Triestina Calcio 1918. According to a statement from Marco Margiotta, CEO of House of Doge, the move aims to increase the cryptocurrency’s visibility and familiarity.
The sponsorship agreement is extensive. The popular meme cryptocurrency’s logo will be placed on the chest of the club’s primary uniform. It will also appear on the sleeves and shorts of the secondary uniform. Visibility will extend beyond the field of play. The Dogecoin brand will be shown on stadium LED boards and media backdrops. This sponsorship will cover the remainder of the 2025-2026 season. Additionally, it will include the entire following season. The official jersey reveal is still pending final creative approval.
Will Dogecoin’s familiarity turn into real utility?
This initiative seeks to transform Dogecoin’s popularity into mass adoption. Marco Margiotta, CEO of House of Doge, highlighted the goal. “This is about visibility that turns into familiarity and then utility,” he stated. Margiotta believes familiarity is another step to bringing worldwide acceptance of Dogecoin. The announcement comes shortly after House of Doge and Brag House acquired a controlling stake in the club this month. Both companies are executing a reverse merger strategy.
The market reacted to the announcement with volatility. Although DOGE is up 9% on the year, it remains 75% below its 2021 all-time high of $0.73. At the time of the announcement, the cryptocurrency was trading at $0.18. This represents a 7.4% drop in the last 24 hours. Meanwhile, Brag House (TBH) shares also experienced pullbacks, falling 5% on the day.
House of Doge continues its effort to integrate Dogecoin into the real world. This strategy has already included sponsorships in the Indy500. Lavell Juan Malloy II, CEO of Brag House, noted the long-term vision. “This is symbolic of a movement where community and technology intersect,” he said. This new foray into the world’s most popular sport represents a significant step for the memecoin.
