Got story updates? Submit your updates here. ›
The Dogecoin-backed HC Sierre hockey team has won the 2025-26 Sky Swiss League Championship, the club’s first Swiss League title since 1967. House of Doge, the corporate arm of the Dogecoin Foundation, became the second-largest owner and principal sponsor of HC Sierre in October 2025, bringing the Dogecoin brand and community directly onto the ice. The championship victory sets the stage for HC Sierre’s ambitious plans to earn promotion to Switzerland’s top-tier National League.
Why it matters
This championship win highlights the power of community-driven sports investments and the ability of digital currencies like Dogecoin to forge meaningful real-world connections. The partnership between House of Doge and HC Sierre demonstrates how crypto can be leveraged to support local sports teams and energize passionate fan bases.
The details
Under the guidance of Principal Owner, General Manager, and Head Coach Chris McSorley, HC Sierre finished atop the Sky Swiss League regular season standings and powered through the playoffs to claim the championship title, the club’s first since 1967. As part of the partnership, Dogecoin was placed as the principal jersey sponsor, and the team’s third jersey features the iconic Dogecoin logo prominently displayed.
- HC Sierre won the 2025-26 Sky Swiss League Championship on April 9, 2026.
- House of Doge became the second-largest owner and Principal Sponsor of HC Sierre on October 22, 2025.
The players
House of Doge
The official corporate arm of the Dogecoin Foundation, committed to advancing Dogecoin ($DOGE) as a widely accepted and decentralized global currency.
HC Sierre
One of Switzerland’s most historic professional ice hockey clubs, based in Sierre, Valais, and competing in the Sky Swiss League (SL).
Chris McSorley
The Principal Owner, General Manager, and Head Coach of HC Sierre.
Brag House Holdings
A leading media technology gaming platform dedicated to transforming casual college gaming into a vibrant, community-driven experience.
Lavell Juan Malloy II
The CEO and Co-Founder of Brag House Holdings, Inc.
Got photos? Submit your photos here. ›
What they’re saying
“When we first looked at HC Sierre, what struck us wasn’t just the hockey. It was the people. The passion in the stands, the pride in the community, the relentless belief in this club through every season. That mirrors exactly what the Dogecoin community is about: enthusiastic, loyal, and driven by something bigger than themselves.”
— Marco Margiotta, CEO, House of Doge
“This club is my life. Sierre is more than a hockey team. It is a family, a community, a heartbeat. To win this championship, to give these fans and this region something to celebrate after all these years, is what sport is truly about.”
— Chris McSorley, Principal Owner, General Manager and Head Coach, HC Sierre
“HC Sierre’s championship is a defining moment not just for the club and the Valais community, but for what we believe sports investment can look like when it’s rooted in genuine connection.”
— Lavell Juan Malloy II, CEO and Co-Founder, Brag House Holdings, Inc.
What’s next
The championship victory sets the stage for HC Sierre’s ambitious plans to earn promotion to Switzerland’s top-tier National League, which is contingent on the completion of the Valais Arena project, a new arena currently in development.
The takeaway
This championship win for the Dogecoin-backed HC Sierre hockey team demonstrates the power of community-driven sports investments and the ability of digital currencies to forge meaningful real-world connections. The partnership between House of Doge and HC Sierre is a model for how crypto can be leveraged to support local sports teams and energize passionate fan bases.
