Business
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
House of Doge Strengthens Its European Sports Footprint with Strategic Investment in Swiss Professional Hockey Club to Advance Its Long-Term RWA Expansion
About this update from Brag House Holdings, Inc.
[{"type":"text","content":"House of Doge Strengthens Its European Sports Footprint with Strategic Investment in Swiss Professional Hockey Club to Advance Its Long-Term RWA Expansion Strategy\nNEW 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, the...