House of Doge becomes owner of HC Sierre Hockey Club

House of Doge, along with merger partner Brag House Holdings (TBH), announced 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 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. 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. 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.