JD Sports and Qlash, an e-sports organization, have announced a new year-long partnership for 2021 that allows JD Sports to be part of the Italian e-sports scene. Under the terms of the deal, the two companies will use their physical locations to “exchange” visibility and exposure. JD Sports will rely on a dedicated space in the Qlash House - a 2,000-square-meter gaming facility in Villorba, near Treviso - while JD Sports stores in Italy will create dedicated Qlash branded gaming areas. Qlash was founded in 2017 by Luca Pagano and Eugene Katchalov, two former professional poker players. Qlash currently manages more than 80 professional e-sports players in 15 different titles. The brand has won multiple local and global trophies in FIFA, PES, Call of Duty, Clash Royale, League of Legends and other titles. JD Sports operates nearly 40 stores in Italy, many of which are located in big shopping malls.