ITB Shuffle partners with retailer Gjirafa50

UK-based esports organisation ITB Shuffle has secured a partnership with Kosovan online retailer Gjirafa50.

As ITB Shuffle’s official merch retailer for the Balkans region, Gjirafa50 will be involved in merchandise launches and in-person events.

The partnership was announced via ITB Shuffle’s social media. The accompanying press release stated that more information on clothing and accessories launches, as well as events in Kosovo and adjacent countries, would be shared soon.

Gjirafa50 operates across the Balkans and is predominantly known for its gaming gear and electronics. With this collaboration, ITB Shuffle also aims to better connect with its audience in Balkan countries.

CEO and Founder of the esports organisation Sam ‘STM’ Macedonio commented on the newly-forged partnership with Gjirafa50 on his personal X account. STM shared that it was significantly easier for the company to form long-term partnerships with local brands following its decision to shift from a UK-focused Counter-Strike team to one with Albanian/Kosovo players.

ITB Shuffle was founded in 2021 and currently competes in esports disciplines such as Counter-Strike 2, Trackmania, Rainbow Six: Siege and sim racing. The organisation was known as ‘Into The Breach’ until it signed a naming rights deal with online crypto casino Shuffle.com in June. The deal further featured a substantial financial injection and the delivery of tournaments, activations and promotions.

Its other partners include record label CloudKid, clothing brand beCosy as well as trading desk and venture studio Fisher8.

Last year, ITB Shuffle joined the UK Esports Team Committee (UKTEC). Moreover, it acquired part-ownership of UK grassroots esports organisation The Goose House.