‘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

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: Ramazanov denies Yazdani, Higuchi completes 57kg turnaround

Saturday, August 10, 2024 - 00:42 By Ken Marantz

PARIS (August 9) -- Hassan YAZDANI (IRI) and his aching shoulder missed out on a second Olympic gold medal and was relegated to a second silver instead, and David TAYLOR (USA) was nowhere in sight. Magomed RAMAZANOV (BUL) is the new king of the freestyle 86kg class.

Russian-born Ramazanov outdueled a less-than-100 percent Yazdani in notching a 7-1 victory in the final on Friday at the Paris Olympics, giving Bulgaria its second gold in two nights.

"It was really something for me," said Ramazanov, the 2020 European 79kg silver medalist who began competing for Bulgaria this year. "I come from a little town, and my family worked really hard for me to get here. It is really an honor. I got the gold medal for them."

Japan grabbed the two other gold medals up for grabs at the Champs de Mars Arena, with Rei HIGUCHI (JPN) completing an arduous eight-year journey to an elusive freestyle 57kg gold and two-time reigning world champion Tsugumi SAKURAI (JPN) winning the women's 57kg title in her Olympic debut.

Magomed RAMAZANOV (BUL) and Hassan YAZDANI (IRI) at the podium of 86kg in Paris. (Photo: United World Wrestling / Kadir Caliskan)

Yazdani, one of the biggest stars of the sport whose many laurels include the 74kg gold from Rio 2016 and a silver at 86kg three years ago in Tokyo, was in obvious discomfort from the get-go of his clash with the 31-year-old Ramazanov.

Almost immediately after the start, the Iranian signaled for a timeout, clutching his upper right arm. While managing to keep the score close, and even tentatively leading at one point, he stopped the match five times for treatment on his shoulder.

"It was hard for him, but he was a great fighter with his other arm," Ramazanov said. "In the Olympics, you don’t get to choose the conditions, you just have to compete, and that’s what makes this sport so hard."

Yazdani gave up an activity point in the first period -- just barely failing to complete a takedown in the process -- but got one himself in the second to lead 1-1 on criteria.

Ramazanov put the pressure on and tripped Yazdani for a takedown while trapping the Iranian's foot underneath him at an odd angle, keeping him in a sitting position. That allowed the Bulgarian to use a crossface to tilt Yazdani backward for two exposures and a 7-1 lead.

With 30 seconds left, Yazdani conceded that it was over. He put his hands on his knees as the seconds ticked down to the inevitable. He gave Ramazanov a hug of respect.

Ramazanov dedicated the gold medal to his father who died when he was still a child.

"It was really hard, I had to fight elite wrestlers, but today it was destiny, and I want to thank god and dedicate this medal to my father, who died a few years ago," Ramazanov said. "I think he would be very proud of me."

He also paid tribute to his adopted country. "Bulgaria is my second home," he said. "This country gave me this amazing opportunity to compete in the Olympics with the best athletes around the world. It’s really hard psychologically because you don’t know if you’ll get to the next Olympics, and it’s so hard to qualify."

Rei HIGUCHI (JPN) kisses his gold medal at the 57kg medal ceremony. (Photo: United World Wrestling / Kadir Caliskan)

At freestyle 57kg, Higuchi won a showdown with an equally determined Spencer LEE (USA) 4-2 to capture the gold medal that eluded him at the 2016 Rio Olympics and for which he spent the ensuing years on a path of trials and tribulations.

"I was able to have fun wrestling," Higuchi said. "I think that in my career, this was my highest level performance. It was a great tournament."

Higuchi was able to limit Lee's attacks to a pair of stepouts in the first period, the first one while Lee was on the activity clock. In the second period, Higuchi managed to stay grounded so that there would be no points as he went over the edge.

Meanwhile, Higuchi took the initiative himself in the second period, launching a double-leg takedown attempt that Lee tried to counter by rolling over the top. But Higuchi rolled through it and Lee landed on his back, giving Higuchi 2 points and a momentary chance for a fall.

That gave Higuchi the lead 2-2 on criteria, and he managed to hold on, adding a takedown with two seconds left off a desperation throw attempt.

Rei HIGUCHI (JPN) tackles Spencer LEE (USA) in the 57kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

After Rio, Higuchi moved up to 61kg, winning an Asian title, with an eye on making the Tokyo Olympics at 65kg. He won the world U23 gold at 65kg in 2018, and defeated Takuto OTOGURO (JPN) at one point, but in the end lost out to the eventual Tokyo gold medalist.

The only option for going to his home Olympics was to drop down to 57kg, but he famously failed to make weight at the Asian Olympic Qualifier, a shock only made worse when he later lost a playoff for Japan's Olympic spot to Yuki TAKAHASHI (JPN).

Still in his prime, he spent the next two years at 61kg, winning his first senior world crown in 2022, then made the drop back to 57kg with the aim of being on the mat in Paris.

This time he became more attentive to his nutrition and diet, which got a boost when he got married in May last year. It paid off with a world silver in Belgrade that clinched his ticket to Paris.

"The road to getting the gold medal was not easy at all," said Higuchi, who became a father in February. "I suffered many losses and I had the failure to make weight. I had many setbacks and moments of despair.

"But I was absolutely confident I could win the gold medal. My coaches and teammates supported me and this is a medal I could get because of so many people. I will never think this is
a gold medal that I won by myself."

With Higuchi's win, current students or alumni of his alma mater Nippon Sports Science University now account for four wrestling golds in Paris. He was preceded by Kenichiro FUMITA (JPN) and Nao KUSAKA (JPN) in Greco and Akari FUJINAMI (JPN) in women's wrestling.

Tsugumi SAKURAI (JPN) celebrates after winning the 57kg final at the Paris Olympics. (Photo: United World Wrestling / Amirreza Aliasgari)

Sakurai later added Japan's fifth gold overall through five days of competition in Paris with a 6-0 victory over Anastasia NICHITA (MDA) in a repeat of the women's 57kg final at last year's World Championships in Belgrade.

"I practiced just for this moment, and I was able to be here because of the support of many people," said Sakurai, who defeated two-time Olympic champion Risako KAWAI (now KINJO) (JPN) in the process of qualifying for Paris. "I'm really glad I won the title."

Sakurai, employing a 2-on-1 while standing that pretty much neutralized Nichita's offense, opened the scoring by shooting for a single-leg takedown, then stepping over for an exposure when Nichita attempted a counter-lift.

Sakurai had the 2-on-1 when the two went to the mat and Nichita tried to go over and hook the far leg. But Sakurai bucked her to the mat and went behind to make it 4-0 at the break. In the second period, Sakurai added a single-leg takedown while conceding nothing to clinch the gold.

After her victory lap, Sakurai went to the stands for a group hug with her father and her coach at Ikuei University, Yoshimaro YANAGAWA, who could have another Olympic champion after Ikuei's Sakura MOTOKI (JPN) made the women's 62kg final earlier in the session.

"He said, 'You did great,'" Sakurai said of Yanagawa. "For this Olympics, he sacrificed so much time for us. He made us train hard and kept pushing us. I'm glad I could get it done. I was able to put out on the mat what I had done up to now."

Tsugumi SAKURAI (JPN) wrestles Anastasia NICHITA (MDA) in the 57kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

Sakurai suffered a setback in her Olympic preparations when she lost in the final at the Asian Championships in April to Yongxin FENG (CHN), but managed to right the ship in time for Paris. It was her first international loss since the 2019 Asian Junior (U20) Championships.

Despite missing out on the gold, Nichita earned a place in Moldovan history by becoming just its second Olympic wrestling medalist ever and the first woman.

"So many people came today to support me, and I'm really grateful for that," Nichita said. "I'm really sorry that I didn't win the gold medal, but next time I will try my best to win the gold.

"All of my life I dreamed about this, and I went through a lot of pain and trauma, and here I am today, with a medal."

Helen MAROULIS (USA) celebrates after winning her bronze-medal bout at 57kg in Paris. (Photo: United World Wrestling / Amirreza Aliasgari)

Maroulis quickly bags bronze for 3rd Olympic medal

Helen MAROULIS (USA) needed just 24 seconds to win a third Olympic medal, taking a second straight women's 57kg bronze with victory by fall over Hannah TAYLOR (CAN).

Maroulis hit a textbook-perfect fireman's carry to send Taylor to her back, then clamped down to secure the fall less than a half-minute after the start.

The three-time former world champion added the Paris bronze to the gold she won at Rio 2016 with a historic win over legend Saori YOSHIDA (JPN) and her bronze from Tokyo three years ago.

Kexin HONG (CHN) needed a bit more time to secure the other women's 57kg bronze, rolling to a 10-0 victory over Giullia PENALBER (BRA) in 1:57.

The two bronze medalists at 86kg -- Aaron BROOKS (USA) and Daruen KURUGLIEV (GRE). (Photo: United World Wrestling / Kadir Caliskan)

World U23 champion Aaron BROOKS (USA), who needed to beat Tokyo Olympic champion David TAYLOR (USA) just to earn his ticket to Paris, defeated Asian silver medalist Javrail SHAPIEV (UZB) 5-0 to take home a freestyle 86kg bronze medal.

Brooks received an activity point in the first period, then added a stepout early in the second. Put on the clock himself, Brooks scored a double-leg takedown to make it 4-0, then added a late stepout to relegate Shapiev to a second straight fifth-place finish at the Olympics.

Asked if the competition in his first major senior event was tougher than he had expected, Brooks replied, "I never try to expect anything. When you are going on the mat with expectations and they are not met, it's where you can have those climaxes and drop-offs.

"It's the Olympics. They are what they are. It's a tough competition."

The other 86kg bronze went to Russian-born Dauren KURUGLIEV (GRE), who survived a valiant late surge by Tokyo bronze medalist Myles AMINE (SMR) in a 5-4 victory that gave Greece its first Olympic wrestling medal since Athens 2000.

Kurugliev appeared to be cruising to a victory on the back of a first-period takedown and 2-point exposure off a second-period scramble. With the clock ticking down, Amine completed a takedown with :07 on the clock, but wasn't done there.

He got behind again, but Kurugliev somehow managed to keep his knees off the mat as they went out of the ring, limiting Amine to a stepout and fleeing point that made it 4-4 but left him on the short end on criteria. An unsuccessful challenge added the final point.

"I would like to thank Greece, this country that gave me this opportunity," Kurugliev said. "Thank you very much to all of you. I'm very happy to have won this medal. Of course, I tried to win gold, but bronze is fine, and I'm quite happy."

AMAN (IND) became India's youngest Olympic medalist in individual sports. (Photo: United World Wrestling / Kadir Caliskan)

Asian champion Aman SEHRAWAT (IND), the lone Indian male wrestler to qualify for Paris, assured that the country would win a medal for the fifth straight Olympics, winning a takedown-a-thon over Darian CRUZ (PUR) 13-5 to take a bronze at freestyle 57kg.

Sehrawat scored three takedowns in each period, adding a late stepout with a fleeing point tacked on, to deny the U.S.-raised Cruz's bid to become just the second Olympic wrestling medalist for Puerto Rico. Cruz, an NCAA champion at Lehigh University in the U.S., chalked up two takedowns of his own.

Gulomjon ABDULLAEV (UZB), who also did some collegiate wrestling in the U.S., picked up the other 57kg bronze with a 5-1 win over Bekzat ALMAZ UULU (KGZ) that was closer than the score indicates.

Abdullaev got an activity point and stepout in the first period, and led 2-1 in the second after giving up a point on the activity clock. Fighting off everything Almaz Uulu threw at him down the stretch, he got a last-second 2 by stopping a desperation throw attempt, with an unsuccessful challenge point added on.

Day 5 Results

Freestyle

57kg
GOLD: Rei HIGUCHI (JPN) df. Spencer LEE (USA), 4-2

BRONZE: Aman SEHRAWAT (IND) df. Darian CRUZ (PUR), 13-5
BRONZE: Gulomjon ABDULLAEV (UZB) df. Bekzat ALMAZ UULU (KGZ), 5-1

74kg
SF1: Daichi TAKATANI (JPN) df. Kyle DAKE (USA), 20-12
SF2: Razambek JAMALOV (UZB) df. Viktor RASSADIN (TJK), 8-2

86kg
GOLD: Magomed RAMAZANOV (BUL) df. Hassan YAZDANI (IRI), 7-1

BRONZE: Aaron BROOKS (USA) df. Javrail SHAPIEV (UZB), 5-0
BRONZE: Dauren KURUGLIEV (GRE) df. Myles AMINE (SMR), 5-4

125kg
SF1: Amir ZARE (IRI) df. Taha AKGUL (TUR), 2-1
SF2: Geno PETRIASHVILI (GEO) df. Giorgi MESHVILDISHVILI (AZE), 7-0

Women's Wrestling

57kg
GOLD: Tsugumi SAKURAI (JPN) df. Anastasia NICHITA (MDA), 6-0

BRONZE: Helen MAROULIS (USA) df. Hannah TAYLOR (CAN) by Fall, :24 (4-0)
BRONZE: Kexin HONG (CHN) df. Giullia PENALBER (BRA) by TF, 10-0, 1:57

62kg
SF1: Iryna KOLIADENKO (UKR) df. Aisuluu TYNYBEKOVA (KGZ), 9-2
SF2: Sakura MOTOKI (JPN) df. Grace BULLEN (NOR) by Fall, 4:26 (7-7)

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

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Comments

Paris 2024: Ramazanov denies Yazdani, Higuchi completes 57kg turnaround