Brag House Holdings Merger Partner, House of Doge – The Official Corporate Arm of the Dogecoin Foundation – Becomes Owner and Principal Sponsor of HC Sierre Hockey Club
Brag House Holdings (NASDAQ: TBH) and merger partner House of Doge announced a strategic investment making House of Doge the second-largest owner and Principal Sponsor of Swiss professional hockey club HC Sierre on Oct 22, 2025. The deal links HC Sierre’s community and arena plans, including the Valais Arena project and promotion goals, with House of Doge’s digital infrastructure and fan-ownership models tied to Dogecoin.
The partnership follows House of Doge’s acquisition of U.S. Triestina Calcio 1918 and aims to introduce cryptocurrency payments for tickets, concessions, and merchandise while extending House of Doge’s European sports footprint.
Brag House Holdings (NASDAQ: TBH) e il partner di fusione House of Doge hanno annunciato un investimento strategico che rende House of Doge il secondo proprietario per grandezza e Sponsor Principale del club professionistico svizzero di hockey HC Sierre il 22 ottobre 2025. L'accordo collega i piani della comunità e della arena di HC Sierre, inclusi il progetto Valais Arena e gli obiettivi di promozione, alle infrastrutture digitali di House of Doge e ai modelli di proprietà dei tifosi legati a Dogecoin.
La partnership segue l'acquisizione da parte di House of Doge del Triestina Calcio 1918 statunitense e mira a introdurre pagamenti in criptovalute per biglietti, concessioni e merchandise, espandendo al contempo la presenza di House of Doge nello sport europeo.
Brag House Holdings (NASDAQ: TBH) y su socio de fusión House of Doge anunciaron una inversión estratégica que convierte a House of Doge en el propietario segundo por tamaño y Sponsor Principal del club profesional suizo de hockey HC Sierre el 22 de octubre de 2025. El acuerdo vincula los planes comunitarios y de arena de HC Sierre, incluyendo el proyecto Valais Arena y los objetivos de promoción, con la infraestructura digital de House of Doge y los modelos de propiedad de los fans vinculados a Dogecoin.
La asociación sigue a la adquisición por parte de House of Doge del Triestina Calcio 1918 de EE. UU. y tiene como objetivo introducir pagos en criptomonedas para entradas, concesiones y mercancía, mientras expande la presencia de House of Doge en el deporte europeo.
Brag House Holdings (NASDAQ: TBH)와 합병 파트너 House of Doge는 2025년 10월 22일 House of Doge를 두 번째로 큰 소유주이자 주요 스폰서로 만드는 전략적 투자를 발표했습니다. 스위스 프로 아이스하키 클럽 HC Sierre의 커뮤니티 및 경기장 계획, Valais Arena 프로젝트 및 홍보 목표를 House of Doge의 디지털 인프라 및 Dogecoin에 연결된 팬 소유 모델과 연결하는 거래입니다.
이 파트너십은 House of Doge가 미국의 Triestina Calcio 1918를 인수한 뒤 성사되었으며, 입장권, 매점, 기념품에 대한 암호화폐 결정을 도입하고 House of Doge의 유럽 스포츠 진출을 확대하는 것을 목표로 합니다.
Brag House Holdings (NASDAQ: TBH) et son partenaire de fusion House of Doge ont annoncé un investissement stratégique faisant de House of Doge le deuxième plus grand propriétaire et Sponsor Principal du club de hockey professionnel suisse HC Sierre le 22 octobre 2025. Cet accord relie les plans communautaires et de salle d’HC Sierre, y compris le projet Valais Arena et les objectifs de promotion, à l’infrastructure numérique de House of Doge et aux modèles de propriété des fans liés au Dogecoin.
Le partenariat suit l’acquisition par House of Doge du Triestina Calcio 1918 américain et vise à introduire les paiements en cryptomonnaies pour les billets, les concessions et les produits dérivés tout en étendant l’empreinte sportive européenne de House of Doge.
Brag House Holdings (NASDAQ: TBH) und der Fusionspartner House of Doge kündigten eine strategische Investition an, die House of Doge zum zweitgrößten Eigentümer und Hauptsponsor des schweizerischen Profis-Hockeyclubs HC Sierre macht, am 22. Oktober 2025. Der Deal verbindet die Gemeinschafts- und Arena-Pläne von HC Sierre, einschließlich des Valais Arena-Projekts und der Promotion-Ziele, mit der digitalen Infrastruktur von House of Doge und den Fan-Eigentumsmodellen, die mit Dogecoin verbunden sind.
Die Partnerschaft folgt auf die Übernahme von House of Doge des US-amerikanischen Triestina Calcio 1918 und zielt darauf ab, Kryptowährungszahlungen für Tickets, Speisen und Merchandise einzuführen, während die europäische Sportpräsenz von House of Doge erweitert wird.
Brag House Holdings (NASDAQ: TBH) وشريك الاندماج House of Doge أعلن عن استثمار استراتيجي يجعل House of Doge ثاني أكبر مالك ورعٍ رئيسي لنادي الهوكي المحترف السويسري HC Sierre في 22 أكتوبر 2025. الصفقة تربط خطط المجتمع والقاعة التابعـة لـ HC Sierre، بما في ذلك مشروع Valais Arena وأهداف الترويج، بنُظم البنية الرقمية لـ House of Doge ونماذج ملكية الجماهير المرتبطة بـ Dogecoin.
تتبع الشراكة استحواذ House of Doge على Triestina Calcio 1918 الأمريكية وتهدف إلى تقديم مدفوعات بالعملات المشفرة للتذاكر والتسهيلات والبضائع مع توسيع حضور House of Doge في الرياضة الأوروبية.
Brag House Holdings (NASDAQ: TBH) 与合并伙伴 House of Doge 于 2025 年 10 月 22 日宣布了一项战略投资，使 House of Doge 成为瑞士职业曲棍球俱乐部 HC Sierre 的 第二大所有者和主要赞助商。该交易将 HC Sierre 的社区和球馆计划（包括 Valais Arena 项目和促销目标）与 House of Doge 的数字基础设施及与 Dogecoin 相关的球迷所有权模型联系起来。
该伙伴关系是在 House of Doge 收购美国 Triestina Calcio 1918 之后宣布，目标是在门票、餐饮和商品方面引入加密货币支付，同时扩大 House of Doge 在欧洲体育领域的版图。
- Second-largest owner and Principal Sponsor of HC Sierre
- Extends European sports portfolio after acquiring U.S. Triestina Calcio 1918
- None.
Insights
House of Doge and Brag House Holdings' acquisition and principal sponsorship of HC Sierre expands their European real‑world‑asset sports footprint and introduces crypto payments and fan‑ownership pilots.
The deal makes House of Doge the second largest owner and Principal Sponsor of HC Sierre, a long‑established Swiss League club, linking an operational sports asset with a crypto commercialization vehicle. The arrangement combines capital and branding support for milestones such as the Valais Arena project and the club's promotion objective, while planning to deploy digital infrastructure, fan‑ownership models, and cryptocurrency payment options at the arena.
Key dependencies and risks include delivery on the stated operational upgrades, regulatory acceptance of cryptocurrency payments in Swiss venue operations, and successful coordination with HC Sierre’s existing leadership. The announcement references prior European sports acquisition activity and strategic collaborations, indicating a continued push into real‑world assets; execution risk and local stakeholder acceptance will determine tangible value.
Watch for concrete implementation steps over the next 12–24 months, including announcements about the Valais Arena financing/timelines, rollout of tokenized fan‑ownership features, and firm plans to accept cryptocurrency for tickets and concessions; the initial material date is
House of Doge Strengthens Its European Sports Footprint with Strategic Investment in Swiss Professional Hockey Club to Advance Its Long-Term RWA Expansion Strategy
NEW YORK and MIAMI, Oct. 22, 2025 (GLOBE NEWSWIRE) -- House of Doge Inc., the official corporate arm of the Dogecoin Foundation, along with merger partner Brag House Holdings Inc. (NASDAQ: TBH), is proud to announce it has made a strategic investment in HC Sierre to become the second largest owner and Principal Sponsor of one of Switzerland’s most historic professional hockey clubs.
Founded in 1933 and based in the canton of Valais, HC Sierre competes in the Swiss League (SL) and has long been recognized for its deep community roots, passionate supporters, and iconic red-and-yellow identity. The collaboration with House of Doge will help accelerate the club’s next phase of development, supporting major milestones such as the Valais Arena project and its goal of promotion to the National League.
Designed as a long-term partnership, the collaboration with HC Sierre represents a step forward for both organizations. It brings together HC Sierre’s sporting ambitions with House of Doge’s mission to bring digital innovation, new models of fan ownership, and community-aligned infrastructure into professional sports, while connecting Dogecoin’s global community to the rich heritage of Switzerland and Europe.
"House of Doge’s investment in HC Sierre demonstrates the power of merging real-world sports heritage with next-generation digital infrastructure,” said Lavell Juan Malloy, CEO of Brag House Holdings. “This partnership isn’t just about sponsorship, it’s about building a bridge between communities and tokenized assets that redefine how value and ownership are experienced. Together, we’re activating a new model for European sports investment that integrates community, technology, and financial innovation.”
This investment into HC Sierre follows House of Doge’s recent acquisition of Italy’s U.S. Triestina Calcio 1918, which marked the first time a European football club brought a cryptocurrency commercialization vehicle directly into its ownership structure. With HC Sierre, House of Doge now extends that mission into professional ice hockey — signaling a long-term commitment to operational excellence, community investment, and innovation across European sport.
Together, these sports investments reflect House of Doge’s broader ambition to decentralize valuable real-world assets, including professional sports teams, following its strategic collaborations with Robinhood (NASDAQ: HOOD) and 21Shares.
House of Doge will work closely with HC Sierre’s leadership to introduce digital infrastructure and fan-ownership models that align with Dogecoin’s community-driven ethos. The initiative aims to bring together local supporters and the global Dogecoin community in a shared mission that connects sport, innovation, and collective purpose. The company will also look to introduce cryptocurrency as a form of payment for tickets, concessions, and merchandise at the club's home arena—further enabling Dogecoin utility.
“This partnership is about honoring legacy while shaping the future,” said Marco Margiotta, CEO of House of Doge. “HC Sierre represents everything that makes sport powerful. Community, heritage, and heart. By joining forces, we’re not just supporting an ice hockey club; we’re helping build a model where digital innovation and local passion coexist. Together, we’ll show how the Dogecoin philosophy of Doing Only Good Everyday can thrive on the ice.”
HC Sierre’s leadership welcomed the partnership as a natural alignment between tradition and innovation.
“HC Sierre warmly thanks House of Doge for its trust and valuable support, which will significantly contribute to advancing our red-and-yellow ambitions,” said Chris McSorley, Principle Owner, GM and Head Coach of HC Sierre.
About House of Doge
House of Doge is the official corporate arm of the Dogecoin Foundation, committed to advancing Dogecoin ($DOGE) as a widely accepted and decentralized global currency. By investing in the necessary infrastructure to integrate Dogecoin into everyday commerce, House of Doge is building secure, scalable, and efficient systems for real-world use. From payments and financial products to real-world asset tokenization and cultural partnerships, House of Doge is leading the next era of crypto utility, where Dogecoin goes beyond the meme and fulfills its mission of Doing Only Good Everyday on a global scale.
About Brag House
Brag House is a leading media technology gaming platform dedicated to transforming casual college gaming into a vibrant, community-driven experience. By seamlessly merging gaming, social interaction, and cutting-edge technology, the Company provides an inclusive and engaging environment for casual gamers while enabling brands to authentically connect with the influential Gen Z demographic. The platform offers live-streaming capabilities, gamification features, and custom tournament services, fostering meaningful engagement between users and brands. For more information, please visit www.braghouse.com.
Media Contacts
Brag House Holdings
Fatema Bhabrawala
Director of Media Relations
fbhabrawala@allianceadvisors.com
House of Doge
Angela Gorman
Communications Director
Email: angela@houseofdoge.com
Tel: (917) 348-0083
Investor Relations Contact
Brag House Holdings
Adele Carey
VP, Investor Relations
ir@thebraghouse.com
Statement Regarding Forward-Looking Information
Information and statements contained in this news release that are not historical facts are "forward-looking information" that involve risks and uncertainties relating, but not limited, to House of Doge’s and Brag House’s current expectations, intentions, plans, and beliefs. Forward-looking information can often be identified by forward-looking words such as "anticipate", "believe", "expect", "goal", "plan", "target", "intend", "estimate", "could", "should", "may" and "will" or the negative of these terms or similar words suggesting future outcomes, or other expectations, beliefs, plans, objectives, assumptions, intentions or statements about future events or performance. Examples of forward-looking information in this news release include, without limitation: new models of fan ownership, and community-aligned infrastructure into professional sports by House of Doge, the expected closing of House of Doge’s ownership investment into HC Sierre Hockey Club, the decentralization of real-world assets, including professional sports teams, introducing cryptocurrency as a form of payment, , the expected closing of the merger between House of Doge and Brag House, which is still subject to various closing conditions, House of Doge’s plans for building digital and payments infrastructure for Dogecoin, crypto exchange integration, sports and entertainment, and RWA. These forward-looking statements are based, in part, on assumptions and factors that may change or prove to be incorrect, thus causing actual results, performance or achievements to be materially different from those expressed or implied by forward-looking information.
Readers should be aware that these statements are subject to known and unknown risks, uncertainties and other factors that could cause actual results to differ materially from those suggested by the forward-looking statements including, but not limited to, the risk factors discussed in the Risk Factors and in Management's Discussion and Analysis of Financial Condition and Results of Operations sections of Brag House’s Forms 10-K, 10-Q and other reports filed with the SEC and available at www.sec.gov.
Readers are cautioned not to place undue reliance on forward-looking information. By its nature, forward-looking information involves numerous assumptions, inherent risks and uncertainties, both general and specific, that contribute to the possibility that the predictions, forecasts, projections and various future events will not occur. House of Doge and Brag House undertakes no obligation to update publicly or otherwise revise any forward-looking information whether as a result of new information, future events or other such factors which affect this information, except as required by law.
FAQ
What did Brag House Holdings (TBH) and House of Doge announce on October 22, 2025 about HC Sierre?
How does the HC Sierre investment affect TBH shareholders and stock TBH?
Will HC Sierre accept Dogecoin or crypto for tickets and merchandise and when?
How does the HC Sierre deal relate to House of Doge’s prior sports acquisition of U.S. Triestina Calcio 1918?
What are HC Sierre’s immediate sporting goals tied to the partnership?
Who are the named executives commenting on the HC Sierre partnership with TBH and House of Doge?
