#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

Saturday, September 3, 2022 - 12:50 By United World Wrestling Press

Share this article

COSIER-VEVEY (August 30) --- Our decision to undergo a digital transformation at United World Wrestling (UWW) can be dated back to as early as 2014 – a year after the federation was reinstated into the Olympic Program. As is the nature of digitalization and the importance of getting the timing and product launch just right, we’ve now entered year one of a new digital era at UWW following the launch of our very own mobile app, organic video hub, and customer relationship management (CRM) tool, in time for the Wrestling World Championships (10th to 18th September). 

The vision to revolutionize the sport was first tabled by our president Nenad Lalovic, who, since taking up the presidency in May 2013, has advocated change to the makeup of international wrestling and how we look to engage new fans and stakeholders. By putting digital transformation at the heart of our modernization, we are in the midst of the biggest transition our sport will experience in modern times and will certainly enhance the offering we provide to our fanbase, to our athletes, and to our national federations.

Now is the right time to do this. Why? There are many industries that have already gone through this process and is something we are seeing more across the sports industry. This is not something that can wait another five years before we look to instigate change. By then, it might be too late. As the Olympic Movement attracts new audiences, we have to stay ahead and modernize with the industry, in order to set new goals, and not to shy away from doing things differently.

The pandemic shone a light on the challenges that we faced as an international federation and some of the changes we needed to make. For example, we implemented distance-learning and webinars that brought our community closer together during trying times. This at large is how we plan to continue – to provide digital solutions, not only as a digital transformation “check-box”, but to help our national federations grow and bring about positive change to the sport of wrestling.

The exciting thing about digitalization is that it offers infinite possibilities. We can certainly provide a broader offering for our audience, but for our sponsors, national federations, and the grassroots of our sport, too. There are many different tools that will allow us to move forward and offer new opportunities to stakeholders. Digital transformation expands our ability to adapt to new trends and to leverage customer data that will influence how we distribute content. 

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

With the proliferation of D2C technologies, our fans have naturally spread across so many different platforms. In the past, we didn’t pay too much attention to what the individual consumer wanted. So, without a digital portfolio, we have been unable, until now, to stay connected with our growing fanbase. 

This observation has formed the basis for UWW’s  digital transformation and is already reaping rewards. Our investment strategy covers three key areas – mobile, video, and data capture – all of which are designed to bridge the relationship with our core and newcomer fans and the sport of wrestling. 

Without the means for a direct relationship with our audience, UWW has until recently been unable to engage fans retrospectively, nor have we been able to build their connection with our sport at a level of engagement we hope to achieve via our new mobile application and the video hub. By expanding our digital footprint, and taking ownership of customer data these platforms will collate, we can explore more easily our relationship with our audience via the CRM and tailor the D2C experience to the individual fan.

Before the launch of our latest products, in the past year, we have seen increased engagement from the followers of our sport. In the year leading to the 2022 World Championships, UWW social channels grew by 21 percent to more than 2.25 million followers, according to research carried out by Redtorch, including 78,500 new followers between April and June of this year. Going forward, by taking this direct-to-consumer (D2C) approach, we will be able to build audience engagement ahead of our flagship events, establish trust during the championships, and continue to build loyalty among our growing fan base.

The way we’re trying to operate today – not only as a service, but also as a video content provider – is to communicate directly with people, and extends to our partners, too. As well as serving fans who watch wrestling from their homes, our digital approach also enables us to provide more dynamic packages for sponsors, more content for broadcasters, and therefore richer, more entertaining, video content tailored for our audiences. 

This is UWW bringing that vision we laid out over the past decade to fruition. By improving the experience, we will provide a more consolidated, one-stop shop capable of delivering everything a passionate wrestling fan is going to be pleased with. Going forward, this will help us to engage new fans based on their interactions with our digital products and customize their experience from the moment they begin watching the sport and one that builds a rapport between UWW and its audience. This will serve us well for many years to come.

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Before we began our digital transformation, we set out a roadmap to ensure that our end-goal was clear. In year one, we’re focusing on our mobile app, video hub, and the CRM. But that’s just the beginning of the journey. By moving our operations to the cloud, it will allow us to scale our production without upsetting the quality for our subscribers. 

We want to attract larger audiences. Whereas, in the past, we haven’t been equipped to meet greater demand from the wrestling community, our digital transformation will unite our athletes, coaches, and stakeholders into an efficient, paperless ecosystem, whereby our national federations will be able to communicate ideas and solutions via a centralized home for wrestling. 

While exciting from the outside, I must be honest about our journey so far and the value we’ve drawn from external consultation. Digital transformation is certainly not something that organizations can take on alone. There needs to be resources in place and experts you can work with to set the right structure and roadmap in place to deliver on our transformation targets. 

In order to achieve our goals, we have been working alongside N3XT Sports since last year, and the team continues to provide the soundboard for building new ideas for digitalization and to identify the challenges and opportunities it will present us in the future. The entire working group at N3XT Sports – from the consultants, to the project manager to the designers and engineers – provide expert advice and know-how when it comes to understanding the long-term journey for digital transformation. 

From the moment we put ideas down in writing, through to the execution and delivery of our new digital portfolio, the entire working group has demonstrated the basis of change-management inside an international federation like ours. It’s important for a whole organization – and not only a handful of departments – to contribute to the project. In return, this helps align our vision as the global governing body with the realities of our regional partners, coaches, and athletes.

In doing so, we have learnt that digital transformation is a long-term commitment. Having taken the first and most important step on our journey, N3XT Sports and our strategists continue to envision how the decisions we make today will impact and open up new opportunities for the sport of wrestling in the future. This level of detail is vital if we want our digital transformation to be a success in the decades to come. We are very excited to be on this journey and look forward to inviting you to join us.

#WrestleParis

Paris 2024: Tazhudinov strikes gold; Japan finish with eight

Sunday, August 11, 2024 - 17:21 By Ken Marantz

Share this article

PARIS (August 11) -- A little less than a year ago in Belgrade, Akhmed TAZHUDINOV (BRN) announced himself to the world by knocking off two of the sport's biggest giants -- both literally and figuratively. On Sunday, he accomplished the one feat that makes a name live on forever.

Tazhudinov added the Olympic gold to the one he won at last year's World Championships, scoring an opportunistic fall over Givi MATCHARASHVILI (GEO) in the freestyle 97kg final on the last day of competition at the Paris Olympics.

"This is the Olympic Games, all of the fights are difficult. I just did it," said the Russian-born Tazhudinov, who became Bahrain's first-ever Olympic champion in a sport outside of athletics. "I trained hard. My family, brothers and [training] partners helped me become what I am today."

Japan capped a spectacular showing in Paris by grabbing the two other gold medals at stake, with world champion Yuka KAGAMI (JPN) prevailing at women's 76kg to become the country's first-ever champion in the heaviest weight class, and unheralded Kotaro KIYOOKA (JPN) taking the freestyle 65kg title to join a childhood wrestling club teammate as Olympic champion in Paris.

Akhmed TAZHUDINOV (BRN)

The 21-year-old Tazhudinov turned the wrestling world upside down in Belgrade last September when he swept aside in succession both Kyle SNYDER (USA) and Abdulrashid SADULAEV (AIN), who between them had won every world or Olympic 97kg title dating back to 2015, en route to the gold.

Few had been aware of Tazhudinov up to that point, although he did give a hint of things to come by winning the Asian Championships earlier that year. The native of the wrestling hotbed of Dagestan had changed his nationality to Bahrain in the autumn of 2022.

A month after his triumph in Belgrade, Tazhudinov added the Asian Games gold, then prepped for Paris this year by winning the Antalya international tournament and successfully defending his Asian title in Bishkek.

On Sunday, Tazhudinov shone brightest on the biggest stage of all, beating Snyder in the semifinals before securing the gold before another packed crowd at the Champs de Mars Arena.

In the final, two-time reigning European champion Matcharashvili threw caution to the wind at the start and attempted a bold arm throw. It would be a fateful decision, as Tazhudinov stopped the move and Matcharashvili left on his back. That provided the opening for him to pounce on top, securing the fall at 1:52 for his seventh straight major tournament title.

"It was a counterattack, and I caught him on this move," said Tazhudinov, who has not lost since falling 6-4 to Vladislav BAITCAEV (HUN) in the quarterfinals of the Alexandria Ranking Series tournament in February 2023.

Kagami doesn't put up the big numbers like Tazhudinov, but she steadily wears down opponents and gains enough openings to score with her deceptive speed.

Yuka KAGAMI (JPN)Yuka KAGAMI (JPN) after winning the 76kg final against Kennedy BLADES (USA) in Paris. (Photo: United World Wrestling / Amirreza Aliasgari)

In the women's 76kg final against Kennedy BLADES (USA), Kagami trailed 1-1 on criteria when she connected with a double-leg tackle, driving the American out of bounds for a takedown that was originally scored a stepout to lead 3-1.

After that Kagami never let the taller Blades, who defeated six-time world champion Adeline GRAY (USA) at the U.S. Olympic trials to get to Paris, get even a whiff of her legs as she secured the historic victory for Japan.

“She was definitely strong, and her positioning was great," said the 20-year-old Blades, last year's world U23 silver medalist. "I knew going into the match that Japan is very disciplined on positioning, so I think that’s what made it a little tough. I’m just going to go back to the drawing board and start working on my stuff again.

“She was ready for what I was going to do, and I was ready for what she was going to do. It was definitely a scramble. It was a fun match. Of course, I do want to be on top, always. But honestly, at the end of the day, it was a battlefield."

Blades had advanced to the final by knocking off world silver medalist Aiperi MEDET KYZY (KGZ) 8-6 in the semifinals Saturday.

That Japan is the dominant power in women's wrestling is beyond dispute -- the country won four of the six golds in Paris, with two bronzes -- but until Sunday, it had always come up short in the heaviest weight at the Olympics.

The last time a Japanese heavyweight even medaled was in Beijing 2008, when Kyoko HAMAGUCHI (JPN) won a second straight bronze at 72kg. Kagami was determined to rectify the situation.

"It is something that I have always been aiming for," Kagami said. "It's really a thrill to be able to accomplish something that no one else has. What I did today resulted from what I have done up to now and the choices that I have made."

After the victory, Kagami lifted up and twirled around coach Shogo MAEDA, who is not only a national team coach but was her coach at Toyo University, which she chose to attend instead of one of the established powerhouses.

Kagami is a product of the JOC Academy that also produced Tokyo Olympic champion Yui SUSAKI (JPN) and Nonoka OZAKI (JPN), who both won bronzes in Paris. Her effervescence and outgoing nature make her a favorite on the national team.

"To see everyone with tears of joy for me makes me the happiest," said Kagami, a two-time Asian champion and world bronze medalist in 2022.

"I had always aimed to be standing here. I thought to enjoy each and every match, each and every second. I was smiling, and I was nervous. But I spent this Olympics even enjoying the nervousness."

Kotaro KIYOOKA (JPN)Kotaro KIYOOKA (JPN) laces Amouzad KHALILI (IRI) during the 65kg final at the Paris Olympics. (Photo: United World Wrestling / Amirreza Aliasgari)

At 65kg, Kiyooka was never considered a favorite in a stacked weight class, although he did earn some street cred by defeating Tokyo Olympic champion Takuto OTOGURO (JPN) en route to qualifying for Paris.

“There was a certain degree of pressure to perform as well as my rival, but I was able to defeat the champion of the Tokyo Games," said Kiyooka, who finished ninth at the 2023 World U23 Championships. "I felt like there was an element of fate there having defeated a prior gold medalist."

His lightning-quick reflexes and solid techniques propelled him to the pinnacle of the sport, capped by a 10-3 victory over reigning Asian champion and 2022 world 61kg gold medalist Rahman AMOUZAD (IRI).

Amouzad got on the scoreboard first with a driving stepout while on the activity clock. Kiyooka responded with a single-leg takedown, then executed a lace-lock variant in which he puts his head between the legs while securing the thighs or ankles, a move often used by Japanese wrestlers.

Kiyooka reeled off a series of rolls, but a fourth that would have ended the match came after time expired, leaving him with a still-formidable 10-1 lead.

"That is my pet move, and if I can get into position, I'm confident I can get the turns," the 23-year-old Kiyooka said. "I had intended to end it right there, but time ran out.

"When I looked up it was 10-1. I was aiming to attack from the beginning in the second period to win by technical superiority, but he is not so easy of an opponent, so I couldn't finish it off."

It was Amouzad who would score the lone points of the second period, a 2-point exposure off a counter, but he never found a way through Kiyooka's defenses to close the gap any further.

“In this 65kg weight class, any athlete could have won gold," Kiyooka said. "It’s a very difficult and challenging weight class, and winning gold in this weight class is particularly important for me. That’s why I felt like the hero of my own novel."

Kotaro KIYOOKA (JPN)Kotaro KIYOOKA (JPN) celebrates with his childhood friend and fellow Olympic champion Tsugumi SAKURAI (JPN). (Photo: United World Wrestling / Kadir Caliskan)

Kiyooka started wrestling at age 3 at a kids wrestling club in Kochi City on the central island of Shikoku. It was there he first met the 2-year-old daughter of the club's coach. Her name is Tsugumi SAKURAI (JPN), and she won the women's 57kg gold the previous day.

"I had to find a way to win," Kiyooka said. "Before the tournament, we knew that she would wrestle before me, so I told her to put pressure on me by winning. I converted that into motivation.

"We've had a great relationship leading up to this point and both of us won gold medals. We made each other stronger and had dreams of the Olympics together, and we could both win by encouraging each other. It's really incredible that we won titles at the same Olympics."

Asked about standing at the top of the medal podium, Kiyooka replied, "It's the most beautiful view in the world."

Japan finished its best-ever tournament with a total of eight golds, one silver and two bronzes from the 13 weight classes in which the country had qualified. With Kiyooka's victory, Nippon Sports Science University students and alumni combined for five golds, more than double any other country.

Amirali AZARPIRA (IRI)Amirali AZARPIRA (IRI) denied Kyle SNYDER (USA) in the 97kg bronze-medal bout. (Photo: United World Wrestling / Amirreza Aliasgari)

Snyder denied bronze; Albania wins 2nd

Snyder, who came to Paris looking to regain the Olympic title after taking silver in Tokyo, will leave empty-handed after being dealt a 4-1 defeat by 2022 world U23 champion Amirali AZARPIRA (IRI).

Azarpira scored a takedown in the first period and two stepouts in the second, then fended off everything Snyder threw his way to earn a bronze medal and repeat his 6-3 victory over Snyder in the final at the Zagreb Open in January.

The other 97kg bronze went to Russian-born world silver medalist Magomedkhan MAGOMEDOV (AZE), who scored two takedowns in each period of a 10-0 victory over Murazi MCHEDLIDZE (UKR).

Prior to the Paris Olympics, Albania had never won an Olympic medal in any sport. European champion Islam DUDAEV (ALB) gave the tiny European nation a second in wrestling in two nights.

The Russian-born Dudaev had just been tagged for a 4-point throw when he scored a reversal with :04 left, giving him a thrilling 13-12 victory over reigning world champion Iszmail MUSZUKAJEV (HUN) in a freestyle 65kg bronze-medal match.

“The match was very difficult," Dudaev said. "It was not the first bout I had with Muszukajev. We have already met several times, so I knew him quite well, and I knew what I was supposed to do to win against him.”

Dudaev started off the clash with a bang, getting 4 with a marvelous inner crotch throw and 2 more with an exposure. Musukaev cut the lead to 8-4 off a scramble, and a takedown whittled it further to 8-6 at the break.

Dudaev spread the gap again to six points with a takedown and roll, but Musukaev struck back again with a takedown, then used a front headlock to throw Dudaev to the mat for 4 to go ahead 12-12 on criteria.

But Dudaev squirmed out of the hold and got behind in time to secure a dramatic win and join compatriot Cherman VALIEV (ALB), also a native Russian, as a bronze medalist.

Sebastian RIVERA (PUR)Sebastian RIVERA (PUR) scores the winning takedown against Tulga TUMUR OCHIR (MGL). (Photo: United World Wrestling / Amirreza Aliasgari)

There was also drama in the preceding 65kg bronze-medal match, as Sebastian RIVERA (PUR) scored a takedown in the final seconds to upend Tulga TUMUR OCHIR (MGL) 10-9, giving Puerto Rico just its second-ever Olympic wrestling medal.

"It was tough," Rivera said. "Everybody in the weight class was really tough. To get a medal, that’s what I expected and what I came here to do, so I’m happy I could fulfill my dreams."

Rivera prevailed in a back-and-forth match when Tumur Ochir, trying to clinch the victory, went for a headlock throw, but the Puerto Rican slipped out and got behind with eight seconds left.

Tumur Ochir appeared to have remained on all fours to avoid the takedown -- but a challenge revealed his knee hit down, giving Rivera the winning points.

Rivera had spotted Tumur Ochir a 4-0 lead in the first period, then went ahead himself 8-4 with a takedown and three exposures from an arm trap. Tumur Ochir took back the advantage 9-8 on a 4-point leg sweep and a lost challenge.

Rivera, who was born in the U.S. state of New Jersey and competed collegiately at Northwestern and Rutgers universities, joins Jaime ESPINAL (PUR), a silver medalist at freestyle 84kg at London 2012 as the only wrestling medalist in their nation's history.

At women's 76kg, world silver medalist Medet Kyzy was relegated to her second straight fifth-place Olympic finish when she was dealt a 6-0 defeat by Milaimy MARIN (CUB) in their bronze-medal match.

Marin fired out of the blocks with a big 4-point double-leg takedown, then went behind for a takedown in the second to deny the Asian champion.

In a rare Olympic medal match between South Americans, Tatiana RENTERIA (COL) gave Colombia its second-ever Olympic wrestling medal, defeating Genesis REASCO (ECU) 2-1 for the other women's 76kg bronze in a bout decided solely on activity points.

Day 7 Results

Freestyle

65kg
GOLD: Kotaro KIYOOKA (JPN) df. Rahman AMOUZAD (IRI), 10-3

BRONZE: Sebastian RIVERA (PUR) df. Tulga TUMUR OCHIR (MGL) 10-9
BRONZE: Islam DUDAEV (ALB) df. Ismail MUSZUKAJEV (HUN), 13-12

97kg
GOLD: Akhmed TAZHUDINOV (BRN) df. Givi MATCHARASHVILI (GEO) by Fall, 1:52 (2-0)

BRONZE: Magomedkhan MAGOMEDOV (AZE) df. Murazi MCHEDLIDZE (UKR) by TF, 10-0, 4:29
BRONZE: Amirali AZARPIRA (IRI) df. Kyle SNYDER (USA), 4-1

Women's Wrestling

76kg
GOLD: Yuka KAGAMI (JPN) df. Kennedy BLADES (USA), 3-1

BRONZE: Milaimy MARIN (CUB) df. Aiperi MEDET KYZY (KGZ), 6-0
BRONZE: Tatiana RENTERIA (COL) df. Genesis REASCO (ECU), 2-1