#DigitalTransformation

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

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: Saravi wins Iran's first gold after beating Aleksanyan

By Ken Marantz

PARIS (August 7) -- Mohammadhadi SARAVI (IRI) notched his first win in four career meetings with superstar Artur ALEKSANYAN (ARM), and it couldn't have come at a better time or place.

Saravi scored a late takedown against Aleksanyan in the Greco 97kg final on Wednesday at the Paris Olympics, giving him a 4-1 victory to improve on the bronze medal he won three years ago in Tokyo and assuring that the Armenian's fourth career Olympic medal would be a second straight silver.

"Thank God I got the first gold for Iran at Paris 2024, and my first gold at an Olympics after I took bronze at Tokyo 2020," Saravi said. "And thanks to my coaches. I’m so happy."

In other action at the packed Champs de Mars Arena, one day after Japan won its first Olympic Greco gold in 40 years, it got another when Nao KUSAKA (JPN) claimed the 77kg title, while Sarah HILDEBRANDT (USA) emerged victorious when the dust cleared on a chaotic day in the women's 50kg division.

Mohammadhadi SARAVI (IRI)Mohammadhadi SARAVI (IRI) with his coach at the medal ceremony at the Paris Olympics. (Photo: United World Wrestling / Kadir Caliskan)

Saravi, winner of three tournaments this year including the Asian Championships, looked confident against the veteran Aleksanyan, who had previously beaten him in the semifinals at the Tokyo Olympics and at both the 2019 and 2022 World Championships.

"It’s so sweet to win the gold medal after three attempts," Saravi said. "I have a lot of respect for my opponent in the final. He’s so professional, but I was able to beat him."

Both wrestlers were unable to score from the top in par terre, and Saravi held a 1-1 lead on criteria in the second period. In a quick flurry, Aleksanyan was knocked backward toward the ground, and Saravi spun behind for a takedown.

The Armenian side challenged that Saravi had gone out of bounds during the move, but the takedown was upheld, tacking another point onto the Iranian's tally. He then held on to become Iran's fifth Olympic Greco champion in its history.

"I had lost matches before, even though I still won medals, but now I won, and it is like getting revenge, and at the most important tournament to do that," said Saravi, the 2021 world champion who won bronzes in 2022 and 2023.

Mohammadhadi SARAVI (IRI)Mohammadhadi SARAVI (IRI) tries to score on Artur ALEKSANYAN (ARM) in the 97kg final. (Photo: United World Wrestling / Kostadin Andonov)

Saravi knows that celebrations have started in his hometown of Amol in north central Iran.

"My city and province is the home of Greco-Roman wrestling in Iran," he said. "Everybody is really happy there and celebrates my medal, so I am really proud to have made this happen.”

Aleksanyan did not take the defeat very well. With a full collection of Olympic medals -- he also won a gold at Rio 2016 and bronze at London 2012 -- a second silver was not anything he desired.

Immediately after the medal was placed around his neck at the award ceremony, he took it off and kept it in his hand, even as the medalists were paraded around the arena for photo shoots. He did not attend the medalists' press conference.

Nao KUSAKA (JPN)Nao KUSAKA (JPN) celebrates after winning the 77kg final in Paris. (Photo: United World Wrestling / Kadir Caliskan)

In the other Greco final, world bronze medalist Kusaka scored a 4-point takedown in the second period that propelled him to the 77kg gold with a 5-2 victory over four-time Asian medalist Demeu ZHADRAYEV (KAZ).

The victory came a day after Kenichiro FUMITA (JPN), Kusaka's predecessor at powerhouse Nippon Sports Science University, won the 60kg gold, ending Japan's 40-year Greco drought at the Olympics.

"I was in junior high and high school when Kenichiro won world titles and he was someone I always looked up to," the 24-year-old Kusaka said. "As my senior colleague, he was the one who pulled me along the most."

In the final, Zhadrayev struck first with a stepout and a passivity point, but he was unable to turn Kusaka from par terre and went into the second period leading 2-0.

Kusaka, who had beaten Zhadrayev in their only previous meeting at the 2023 German Grand Prix, turned the match around when he stuck the Kazakh with a pancake for 4. He then received a passivity point to make it 5-2 and held on to finish up the victory.

"To be honest, it didn't go according to my game plan," Kusaka said. "But all I could do was believe in myself all the way to the end. Once I got on the mat, there was nobody there to save me. I just believed in myself and all the training that I put in and kept putting the pressure on."

Nao KUSAKA (JPN)Nao KUSAKA (JPN) scores two points against Demeu ZHADRAYEV (KAZ) in the 77kg final. (Photo: United World Wrestling / Kadir Caliskan)

Three years ago in Tokyo, Japan got a surprising bronze medal in this weight class from Shohei YABIKU (JPN). But in the ensuing years, Kusaka seemed to come out of nowhere to not only depose Yabiku, but rise to a world-class level.

He first made himself known with a bronze medal at the 2023 World Championships. After going on his own to Germany and Hungary for intense training, he started this year off with a bronze at the Zagreb Open.

It got better from there, as he won the Asian Championships, beating reigning world champion Akzhol MAKHMUDOV (KGZ) in the process, then the Budapest Ranking Series to suddenly make himself the top seed in Paris.

"It's like a dream," Kusaka said. "For this moment, from when I was little, I got through tough times and it's great that I became the champion."

Nao KUSAKA (JPN)Nao KUSAKA (JPN) celebrates with his mother after winning the gold medal at the Paris Olympics. (Photo: United World Wrestling / Kadir Caliskan)

It could be said that Kusaka was destined for Olympic success from the day he came into the world. He was born two months after Naoko TAKAHASHI (JPN) won the gold medal in the women's marathon at the 2000 Sydney Olympics, a feat that makes her among Japan's most beloved athletes to this day.

So impressed was Kusaka's mother that she used the same kanji character for "Nao" in Takahashi's first name for her newborn son.

Kusaka paid tribute to his namesake after his win. After Takahashi's won in Sydney, she famously said, "It was a really fun 42 kilometers."

After Kusaka won in Paris, he commented, "It was a really fun six minutes."

Sarah HILDEBRANDT (USA)Sarah HILDEBRANDT (USA) celebrates after winning the gold medal at 50kg at the Paris Olympics. (Photo: United World Wrestling / Kadir Caliskan)

Hildebrandt seemed to be having fun throughout the day, from the time she stood in the tunnel awaiting the women's 50kg final to the time she stood for the endless photos and hugged numerous well-wishes over her hard-earned gold medal.

Hildebrandt gave the U.S. two golds in two days of women's wrestling with a 3-0 victory over Yusneylis GUZMAN (CUB), who was not her opponent when everyone went to sleep the night before.

"My mind and body are not computing everything, especially with the chaotic morning I had with the change of opponent, so it's all been crazy," Hildebrandt said. "Mostly, I just feel gratitude and I just want to go squeeze my family."

Much of the wrestling world awoke to the shock of 50kg finalist Vinesh PHOGAT (IND) failing to make weight. Phogat had produced the surprise of the competition when she handed defending champion Yui SUSAKI (JPN) her first-ever international loss, and was aiming to give India its first-ever Olympic women's gold.

Under UWW rules, Guzman, as the losing semifinalist to Phogat, took her place in the final. At first, Hildebrandt and her team did not know how the disqualification would affect the competition.

"We get the news that she didn't make weight, and we were under the impression that it was a forfeit," Hildebrandt said. "So, there was a lot of celebrating. It was very strange, like 'Oh my god, I just won the Olympics.'

"Then an hour later, they were like, 'You did not win the Olympics.' I'm like, 'Oh, this is very weird.' So there had to be a reset. I took a nap, woke up, and it was like a fever dream."

Sarah HILDEBRANDT (USA)The four medalists at the 50kg weight class at the Paris Olympics. (Photo: United World Wrestling / Kadir Caliskan)

Hildebrandt had beaten Guzman 10-0 in the semifinals of last year's Pan Am Championships, but the Cuban did a good job of keeping the Paris final close.

In the end, a takedown in the first period and an activity point in the second were all that three-time world medalist Hildebrandt could put on the scoreboard, but it was enough to add the Paris gold to her bronze from Tokyo.

For Hildebrandt, it marked a remarkable journey in which she made the drastic drop from 55kg down to the Olympic weight of 50kg.

"The weight cut has taken a lot of deliberate education and discipline," she said. "I actually started the weight cut for these Games back at the end of 2022. I was like, 'Everything I do, from
here on out, is going to feed into [Paris] 2024. So, it's going to be uncomfortable in 2023.'

"I'm so happy to say I've had the smoothest cut of my life for Paris 2024. It paid off."

Yui SUSAKI (JPN)Yui SUSAKI (JPN) defeated Oksana LIVACH (UKR) in the bronze medal bout in Paris. (Photo: United World Wrestling / Amirreza Aliasgari)

Susaki, Makhmudov bounce back to bag bronzes

Susaki bounced back from her dethroning as Olympic champion by winning a bronze medal -- the first time in her life that she had ever taken part in a third-place match.

Putting on a display of the lightning-quick takedowns that had made her 94-0 against non-Japanese opponents prior to Tuesday's defeat, Susaki cruised to a 10-0 victory over Oksana LIVACH (UKR), finishing off the match 17 seconds into the second period.

"After losing in the first round yesterday, it's been a really rough two days," Susaki said. "But the people around me had my back and helped me get back on my feet. I am grateful to them from the bottom of my heart."

Susaki said she was moved by the many non-Japanese fans who cheered for her. "I had thought that without being 'Yui Susaki, Olympic champion,' I would have no value. But win or lose, I was encouraged by the cheers and I want them to see me again as an Olympic champion. I will fight hard over the next four years."

According to the Japan Federation website, a third place at the 2017 All-Japan Championships marks the only time Susaki finished out of the top two in any competition both at home and abroad, dating back to junior high school. In that tournament, the losing semifinalists received the bronze medals without a playoff.

World bronze medalist Ziqi FENG (CHN) picked up the other bronze at women's 50kg, storming to a six-point lead and holding on for a 6-4 vicory over world silver medalist Otgonjargal DOLGORJAV (MGL).

Feng opened with two slick takedowns, following the second with a gut wrench, before Dolgorjav struck back to make it 6-2 at the break. Dolgorjav kept the pressure on in the second period, but it wasn't until the final four seconds that she finally got behind for a takedown that was too little, too late.

At Greco 77kg, Makhmudov, the Tokyo silver medalist who looked bound for an Olympic gold in Paris after winning back-to-back world titles, also had to settle for a bronze, and it was no easy task at that.

Makhmudov, who fell to Zhadrayev in the quarterfinals, got a 4-point lift-and-throw early in the second period, and that made the difference in a 6-5 win over Sanan SULEYMANOV (AZE), whose late rally came up just short.

Down 5-1, Suleymanov got a stepout and fleeing point, then scored a takedown with six seconds left. But Makhmudov had the criteria advantage, and a last-ditch challenge by the Azeri side only added an unneeded point.

European champion Malkhas AMOYAN (ARM), the bronze medalist at the last two World Championships, picked up the other bronze at Greco 77kg when he hung on for a 6-5 victory over Aram VARDANYAN (UZB).

Amoyan opened with a stepout that became an afterthought when he launched a 4-point throw from par terre for a 6-0 lead. But in the second period, Vardanyan hit a 4-point throw of his own from par terre using a front headlock, but that early stepout left him one point short.

Kyrgyzstan picked up a second bronze when five-time Asian medalist Uzur DZHUZUPBEKOV (KGZ) edged Mohamad GABR (EGY) 2-1 at Greco 97kg. Dzhuzupbekov had the criteria advantage after each received a passivity point when Gabr had the option for a second par terre in the final minute, but opted to remain standing. After time ran out, Egypt made a dubious challenge that added a point to Dzhuzupbekov's tally.

The other 97kg bronze-medal match ended on a sad note when 40-year-old Rustam ASSAKALOV (UZB) was forced to default after injuring his shoulder early in his clash with reigning world champion Gabriel ROSILLO (CUB).

Assakalov landed on the shoulder as he tried an arm throw. He tried to continue, but after a few seconds realized it was not to be, awarding the victory to Rosillo.

It would be the two-time world medalist's last chance for an Olympic medal in three appearances, as he left his shoes on the mat after the match as a sign that he was retiring.

Day 3 Results

Greco-Roman

67kg
SF 1: Parviz NASIBOV (UKR) df. Hasrat JAFAROV (AZE), 3-3
SF 1: Saeid ESMAEILI (IRI) df. Slavik GALSTYAN (ARM), 10-4

77kg
GOLD: Nao KUSAKA (JPN) df. Demeu ZHADRAYEV (KAZ), 5-2

BRONZE: Malkhas AMOYAN (ARM) df. Aram VARDANYAN (UZB), 6-5
BRONZE: Akzhol MAKHMUDOV (KGZ) df. Sanan SULEYMANOV (AZE), 6-5

87kg
SF 1: Alireza MOHMADIPIANI (IRI) df. Zhan BELENIUK (UKR), 3-3
SF 1: Semen NOVIKOV (BUL) df. David LOSONCZI (HUN), 3-1

97kg
GOLD: Mohammadhadi SARAVI (IRI) df. Artur ALEKSANYAN (ARM), 4-1

BRONZE: Gabriel ROSILLO (CUB) df. Rustam ASSAKALOV (UZB) by Inj. Def., :42 (2-0)
BRONZE: Uzur DZHUZUPBEKOV (KGZ) df. Mohamad GABR (EGY), 2-1

Women's Wrestling

50kg
GOLD: Sarah HILDEBRANDT (USA) df. Yusneylis GUZMAN (CUB), 3-0

BRONZE: Yui SUSAKI (JPN) df. Oksana LIVACH (UKR) by TF, 10-0, 3:17
BRONZE: Ziqi FENG (CHN) df. Otgonjargal DOLGORJAV (MGL), 6-4

53kg
SF 1: Lucia YEPEZ (ECU) df. Annika WENDLE (GER) by TF, 10-0, 4:29
SF 1: Akari FUJINAMI (JPN) df. Qianyu PANG (CHN) by TF, 10-0, 4:40