433, a legitimate football focused social media powerhouse with over 16 million followers, has signed a strategic partnership with the esports arm of Ducth football club Ajax. Juul Manders, 433Ajax eSports, which has maintained a presence in esports by way of FIFA for two years and counting, has signed this partnership with one of the world’s leading online football communities. 433’s audience consist primarily of ‘the younger generation’ for whom FIFA is a rather popular, and esports more widely too. FIFA related content is prominent on 433’s social media channels, and the outfit’s second biggest Instagram account is 433FIFA with 1.6 million followers. 433 is the largest football community on social media. Over 16 million people follow 433, of which reportedly ‘at least 14,000 are professional footballers from the top 50 leagues in the world’. 433’s influence and reach has seen the firm work with the likes of Adidas, Nike, Samsung, Sony and Hilton. 433 generates 1.6 billion impressions on a monthly basis, and receives an estimated 675 million views on Instagram. Juul Manders, CEO of 433 commented: “433 and Ajax eSports are revolutionary entities both dedicated to leading their respective markets in the Netherlands and worldwide. Becoming strategic partners with Ajax eSports will enable us to further assert ourselves in a dynamic and rapidly growing industry. Combining our young audience and Ajax eSports’ talent will produce innovation and promising results for years to come.”Mirroring the club’s success on the real life pitch, Ajax eSports became champion of the Dutch eDivisie last year as well. The team also announced a new signing this week, in the form of American FIFA pro Joey Calabro, who is currently the number one in the world on Xbox. He previously played for New York City FC. Menno Geelen, Commercial Director of Ajax stated: “We noticed the content consumption of the new generation is different. 433 is unique in knowing how to reach this generation football fans as none other online community. With Ajax we do have the ambition to become the best football club of the world in FIFA eSports. Both regarding the best performances and engagement of our FIFA-fans through unique content. This cooperation emphasized our international goals with our eSports domain.”This marks 433’s first partner in the esports field, the two will ‘collaborate to develop innovative concepts that engage fans through live streams and activations’. Esports Insider says: 433’s reach in the world of football is staggering, and if they’re able to mirror this then Ajax eSports has made an undoubtedly smart move from which it’ll bolster potential sponsorships and more going forward.
And many Valley communities are serving as portals for newcomers. “For example, (the report) was talking mainly about the Northeast Valley being the port of entry for Latinos, but Canoga Park is, as well, and we have cultures interspersed with one another,” he said. “Woodland Hills and West Hills aren’t that far from Canoga Park, and people who live in those areas interact every day with the people from Canoga Park, and so they’re not (living) in isolation.” Ethnic congregations But some ethnicities are congregating in certain neighborhoods. While the Valley’s 10 percent Asian population is slightly lower than L.A.’s, nearly 23 percent of residents in Chatsworth and Northridge are Asian. Valley Hispanics make up more than half the population in a vast swath of neighborhoods extending across the Central Valley and into the Northeast Valley – but comprise more than 80 percent in Sylmar, San Fernando and Pacoima. Non-Hispanic whites predominate in much of the South Valley, as well as Burbank and Glendale. “It gives you a good idea about what goes on in the multiple communities in the Valley,” said Jack Kyser, vice president and chief economist of the Los Angeles County Economic Development Corp. “That’s important because most people refer to the Valley as being homogeneous – and we know it’s not.” Experts said real-estate costs, as well as ethnic-friendly enclaves, are driving the trends. “If you have housing availability and people start to take advantage of that – and low-cost housing and friends that you can crash on and that sort of thing – then if you have people coming in who have a certain cultural background, you’ll begin to get facilities that cater to that particular ethnic or cultural background and then that will reinforce the location,” Blake said. Sorting in housing That can be seen in South Glendale, where more than 60 percent of residents were born in another country. And in Panorama City-Arleta, more than half of all residents were born outside the U.S. Housing costs also sort such communities as Woodland Hills and West Hills in the Southwest Valley, North Glendale and La Ca ada Flintridge, and Chatsworth and Northridge where the median household incomes are over $70,000. “As we go through the generations from the immigrants to the second generation to the third generation, there isn’t going to be the sorting in those higher-priced communities that there might be today because the immigrants will become the successful people. It will be different,” Blake said. That also likely will include more proficiency in English and education gains. Currently, nearly 60 percent of Valley residents speak a language other than English in their homes. Education attainment is spotty, too. While 76.5 percent of Valley adults have a high school diploma, it rises to nearly 90 percent in the Southwest Valley – including Tarzana, Burbank, La Ca ada Flintridge and Chatsworth. In Panorama City, Arleta, Sylmar, San Fernando and Pacoima, it dips to about 50 percent. The Valley’s median household income also has buoyed a middle class that since the 1950s has been the Valley’s signature feature. Nearly 60 percent of Valley residents fall within middle class, defined as households earning $35,000 to $150,000. That’s significantly higher than in the city of L.A. – at 49.8 percent – and the county – at 53.8 percent. In poorer Valley area communities such as South Glendale, North Hollywood and Panorama City, the percentage of middle-class residents roughly matches the city as a whole. And per-capita incomes fluctuate in the region, reflecting both the amount of household income and the number of people that income supports. In the Tarzana-Encino area – with a median household income of $69,575, and an average of 2.44 people per household – per-capita income is $49,246. Just two miles away is the Panorama City-Arleta area, with a median household income of $37,354 and 3.8 people per household, and a per-capita income of $13,826. Poverty an issue The Valley’s overall economic strength has meant relatively less poverty than the city as a whole, and more homeownership. But poverty still pocks the Valley, with 23.4 percent in Panorama City and Arleta, where unemployment stands at 12.9 percent. Bruce Ackerman, president and CEO of the Economic Alliance of the San Fernando Valley, which co-partnered on the project, said the report will help improve the Valley. “The more information we have about ourselves … the more we have the ability to understand who we are and what we are… we can present a much stronger case to improve, revitalize and beautify the community,” he said. And Blake said it also helps put the Valley’s changing face in perspective. While in years past, Valley watchers referred to the demographic shift as a “melting pot,” the imagery has changed. “They said it’s more like a tossed salad: You have chunks of this and chunks of that, but it’s not going to become just a soup,” Blake said. The San Fernando Valley may still be an ethnic salad, he said, “but the chunks are getting smaller.” [email protected] (818) 713-3731160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set! Surging immigration is transforming the San Fernando Valley into a tapestry of communities with widely divergent ethnicities, incomes and education, according to a demographic report released today. In one of the most detailed looks at the Valley to date, the report shows that the region has become a multicultural port of entry, where more than 40 percent of the 1.8 million residents are immigrants. The trend is expected to continue, along with annual population growth of 1 percent annually, for the next several years. “This is `Welcome to the United Nations.’ It’s a very culturally diverse place,” said Dan Blake, director of the San Fernando Valley Economic Research Center. “If you ever looked at the Valley as a homogenous place, that’s gone. That’s long gone. It’s not there even in subareas or regions of the Valley.” The center used 2005 data from the U.S. Census Bureau to paint an extensive demographic picture of more than a dozen neighborhoods from the West Valley to Glendale. And it found that driving the Valley’s diversity over the past decade have been immigrants from Latin America, Asia and Europe. While about 32 percent of Valley residents were born in another country in 1990, fully 40.8 percent were foreign-born in 2005. That’s even slightly more than Los Angeles, where 40.3 percent are foreign-born. “It’s new in the sense that it’s developed from a little bit of a port of entry to a full-blown port of entry over the last 15 to 20 years … It’s prominent now, and it wasn’t in its early stages,” Blake said.