#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

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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: Fujinami, unbeaten in 137 straight bouts, becomes Olympic champion

Thursday, August 8, 2024 - 23:10 By Ken Marantz

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PARIS (August 8) -- There is domination and there is the way that Akari FUJINAMI (JPN) overwhelmingly puts away every opponent who stands before her on the mat. And at just 20, it looks to continue for some time to come.

Fujinami capped an unobstructed run to the Olympic gold at women's 53kg with her fourth straight win of the tournament by fall or technical fall, overwhelming Lucia YEPEZ (ECU) 10-0 in the final on Thursday at the Paris Olympics.

"It's the best! The Olympics is the best! Wrestling is the best!" said a jubilant Fujinami, who extended her current winning streak at home and abroad to 137 matches in a row dating back to her junior high school days.

In the other finals at a packed Champs de Mar Arena, the Greco competition concluded with Saeid ESMAEILI (IRI) winning Iran's second gold in two nights with a victory at 67kg, while Ukrainian-born Semen NOVIKOV (BUL) denied Iran a third by taking the 87kg gold for his adopted country.

Akari FUJINAMI (JPN)Akari FUJINAMI (JPN) scores a takedown on Lucia YEPEZ (ECU) in the 53kg final. (Photo: United World Wrestling / Kadir Caliskan)

For Fujinami, the final against Yepez, who became Ecuador's first-ever Olympic wrestling medalist, offered a challenge from the only non-Japanese opponent who has ever given the reigning world champion a hint of trouble.

In a second-round match at last year's World Championships in Belgrade, Yepez stunned Fujinami and the wrestling world by jumping out to a 5-0 lead. Fujinami bounced back and won the match by fall after building a 16-7 lead, but the seven points remain the most ever scored on her by a non-Japanese opponent.

Not only that, but the only non-Japanese to go the distance during Fujinami's streak (116 of the 137 wins are by fall or technical fall) was Yepez, in a 3-1 loss in the semifinals at the 2018 World Cadet (U17) Championships.

As such, Fujinami remained cautiously aggressive during the match, working the opponent nicknamed "The Tiger" around the mat to set up her lethal takedowns that came one after another. Whether single-leg or double, Fujinami got three in the first period, then ended the match at 3:37 with two more in the second period.

After the match, Fujinami exchanged a poignant hug with Yepez. "Thinking back to our last match, it motivated me in practice," Fujinami said. "She's one of the athletes who has inspired me. I wanted to convey my thanks to her."

Fujinami had the pleasure of winning the gold in front of her parents, with her father Toshikazu having the best seat in the house. He was in her corner at matside, ostensibly as a national team coach but more as her private mentor.

Toshikazu has been her coach since she started wrestling at age 4, even following her to Tokyo from their home in central Japan to take a coaching position when she enrolled at powerhouse Nippon Sports Science University (among her other coaches there is a four-time Olympic gold medalist Kaori ICHO).

The two share an apartment, with dad also filling the unfamiliar role of cook. They have their share of clashes, but the combination has been working on the mat. Their joy of success is mutual. Those were his arms she leaped into after her victory.

"There are times we've clashed and had our share of arguments, but if my father wasn't with me, I would not be here today," said Fujinami, whose mother and grandmother watched the Paris final in the stands. "He's the person I owe the most gratitude."

For the two-time world champion, a recent spate of injuries have been all that has kept her from piling up more wins and titles. She skipped the 2022 World Championships due to a foot injury and participated in no pre-Olympic tournaments this year after suffering a dislocated elbow and undergoing surgery in March.

"It's the greatest of feelings [to win the gold], and everyone talks about the winning streak and it may look like it was smooth sailing, but when I had surgery in March, there were times when I thought it might be impossible," Fujinami said.

"To get the gold medal today, I feel that everything that I went through seemed necessary, and the injury was an experience that led to this shining moment."

She also credited the large contingent of Japanese fans, friends and teammates who have supported her along the way.

"I absolutely know that I didn't fight with just my own power," Fujinami said. "The many people cheering me on and supporting me brought me here today. I feel this is a gold medal that we all fought for and we all won together."

Fujinami's last defeat came in the finals at the 2017 National Junior High School Championships, when she fell 7-2 to Umi ITO (JPN). She made her senior debut with a victory at the 2020 All-Japan Championships and won her first senior world title the following year.

For Yepez, making history for Ecuador caused her to become emotional on the medal podium.

"A lot of things came to my mind, like when I was 10 years old, I battled a lot for this result," she said. "We have very few resources. My mother worked all day to pay expenses. Maybe one time I will get the gold medal. But this girl who was 10 years old is now an Olympic medalist."

Saeid ESMAEILI LEIVESI (IRI)Saeid ESMAEILI LEIVESI (IRI) celebrates after winning the gold medal in the 67kg final. (Photo: United World Wrestling / Kadir Caliskan)

In the Greco 67kg final, Esmaeili, two years removed from a world U20 championship and less than a month after his 21st birthday, relegated Parviz NASIBOV (UKR) to a second straight silver medal with a second-period surge.

Nasibov fought off an arm throw to score a takedown in the first period before adding a passivity point to lead 3-0 at the break. Esmaeili struck back quickly in the second period, getting behind for a takedown within seconds, then went ahead on criteria with a passivity point. Like Nasibov, he was unable to get a turn from par terre.

Nasibov regained the advantage with a takedown, but Esmaeili stuffed a throw attempt for a 2-point exposure to lead on criteria 6-6. An unsuccessful challenge made it 7-6, which is how it ended as Esmaeili joined Greco 97kg champ Mohammadhadi SARAVI (IRI) as Iran's lone gold medalist in Paris.

“Thanks to God for achieving this medal," said Esmaeili, who defeated Tokyo Olympic champion Mohammadreza GERAEI (IRI) in a playoff to earn his ticket to Paris.

"If you follow wrestling you know how difficult it is, and in the last two years, it has also been difficult because I lost some relatives, and I withdrew from wrestling. I was able to put everything behind me and achieve this gold medal."

As for his new-found status as the rising star of Greco, Esmaeili commented, "It’s a big honor to be called 'a new talent,' and I’m humbled. I have to make more effort to win more medals.”

For Nasibov, there are deeper concerns than having to settle for a second silver medal as his country continues its defense against the Russian aggressor.

"It's hard to find the right words," he said. "While I feel joy, the people who defend my country, my family, are at war. I am sharing this precious medal with the people who defend our country."

Semen NOVIKOV (BUL)Semen NOVIKOV (BUL) dominated Alireza MOHMADIPIANI (IRI) in the 87kg final. (Photo: United World Wrestling / Amirreza Aliasgari) 

At Greco 87kg, Novikov had been competing in the shadow of compatriot and two-time Olympic medalist Zhan BELENIUK (UKR) when he decided to make a career move by changing his citizenship.

The 26-year-old became naturalized in Bulgaria in 2022, and two years later, ironically shared an Olympic podium with Beleniuk, albeit on a higher step after defeating Alireza MOHMADIPIANI (IRI) 7-4 in the final.

"I dreamed about this when I was a child to one day be an Olympic champion," Novikov said. "The dream has come true."

In the final, Novikov started his charge to the gold with a gut wrench from par terre for a 3-0 lead. He received a second passivity point in the second period and, while he wasn't able to convert, he kept continual pressure on Mohmadipiani and tacked on three stepouts.

"The final fight was very good for me," Novikov said, adding, "Yesterday was harder in the semifinal," referring to his 3-1 win over world champion David LOSONCZI (HUN).

Before becoming Bulgaria's first Olympic wrestling champion in 24 years, Novikov had already been quite productive for his adopted country. He won bronze medals at both the World and European Championships in 2023, and picked up international wins this year in Antalya and Budapest.

Zhan BELENIUK (UKR)Zhan BELENIUK (UKR) announced his retirement after winning the bronze medal at 87kg. (Photo: United World Wrestling / Kadir Caliskan)

Beleniuk completes Olympic set with bronze

While it was not his actual goal coming into Paris, Beleniuk completed the set of Olympic medals when he won the bronze at Greco 87kg with a 3-1 victory over Arkadiusz KULYNYCZ (POL).

Beleniuk, the gold medalist in Tokyo and silver medalist at Rio 2016, got a gut wrench from par terre, then held out when Kulynycz had a second chance with a minute to go in the match.

"My main goal was to show a good result and medal," Beleniuk said. "Our Ukrainian athletes aren't just athletes who fight for some medals. We should spend the time here to share information about Ukraine because the war continues, and we should share support with our audience and partners in this war."

There will be no fourth Olympic medal for the 33-year-old two-time world champion, as he left his shoes on the mat after the match as the latest star of the sport announcing his retirement in this traditional way at the Games.

"For me, it's enough," Beleniuk said. "It's a good time to retire."

The other Greco 87kg bronze went to Turpal BISULTANOV (DEN), who could only manage a stepout on a throw attempt during a second chance at par terre, but it was enough for a 2-1 victory over Losonczi.

Bisultanov, the 2022 European champion who defeated Losonczi in the final of the 2023 Zagreb Open, became just the second Olympic medalist for Denmark since 1948 after Mark MADSEN (DEN) won a Greco silver at Rio 2016.

The bronze medals at Greco 67kg went to the finalists from last year's World Championships in Belgrade, Luis ORTA (CUB) and Hasrat JAFAROV (AZE), who both posted one-sided victories.

Orta, the Tokyo Olympic gold medalist at 60kg who won the world title in his move up to the next Olympic weight, will go home with a second Olympic medal after a dominant 7-0 victory over Slavik GALSTYAN (ARM).

As for whether he will try for a third medal, Orta responded, "First I simply want to enjoy my medal with my teammates and with my family, my son, and then I will think about Los Angeles [in 2028]."

Two-time reigning European champion Jafarov scored a takedown in the opening seconds and never let up, rolling to an 8-0 victory over Amantur ISMAILOV (KGZ) to add the Olympic Greco 67kg bronze to his world silver from last year and bronze from 2022.

At women's 53kg, Hyogyong CHOE (PRK) gave the DPR Korea its first-ever Olympic women's wrestling medal with a 10-0 victory over Annika WENDLE (GER), who could offer little resistance after suffering a knee injury early in the contest.

Wendle twisted her knee during a Choe takedown less than 20 seconds into the match. After an extended period of treatment, she continued, but to no avail. Choe did not attack the injured limb, but easily got behind on four straight takedowns to end the match at 1:36.

Qianyu PANG (CHN), the Tokyo silver medalist, took home the other bronze when she defeated Khulan BATKHYAG (MGL) by fall in a match that saw plenty of action despite lasting just 1:05.

Pang opened up with a double-leg takedown to the back for 4, and Batkhyag responded with a nice ankle pick for a takedown. But as she tried to lever Pang over, the Chinese suddenly reversed the situation and landed chest-to-chest on top of Batkhyag for a quick fall.

"I don't find anything regretful because I give it my all each and every time," Pang said of having to settle for a bronze. "I will regroup and continue to train because I love wrestling."

Day 4 Results

Freestyle

57kg
SF1: Rei HIGUCHI (JPN) df. AMAN (IND) by TF, 10-0, 2:14
SF2: Spencer LEE (USA) df. Gulomjon ABDULLAEV (UZB) by TF, 14-4, 2:43

86kg
SF1: Magomed RAMAZANOV (BUL) df. Aaron BROOKS (USA), 4-3
SF2: Hassan YAZDANI (IRI) df. Myles AMINE (SMR), 7-1

Greco-Roman

67kg
GOLD: Saeid ESMAEILI (IRI) df. Parviz NASIBOV (UKR), 6-5

BRONZE: Hasrat JAFAROV (AZE) df. Amantur ISMAILOV (KGZ) by TF, 8-0, 2:14
BRONZE: Luis ORTA (CUB) df. Slavik GALSTYAN (ARM), 7-0

87kg
GOLD: Semen NOVIKOV (BUL) df. Alireza MOHMADIPIANI (IRI), 7-4

BRONZE: Zhan BELENIUK (UKR) df. Arkadiusz KULYNYCZ (POL), 3-1
BRONZE: Turpal BISULTANOV (DEN) df. David LOSONCZI (HUN), 2-1

Women's Wrestling

53kg
GOLD: Akari FUJINAMI (JPN) df. Lucia YEPEZ (ECU) by TF, 10-0, 3:37

BRONZE: Hyogyong CHOE (PRK) df. Annika WENDLE (GER) by TF, 10-0, 1:36
BRONZE: Qianyu PANG (CHN) df. Khulan BATKHYAG (MGL) by Fall, 1:05 (6-2)

57kg
SF1: Tsugumi SAKURAI (JPN) df. Helen MAROULIS (USA), 10-5
SF2: Anastasia NICHITA (MDA) df. Kexin HONG (CHN) by Fall, 1:37 (2-7)