#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 Day 6 Preview: FS 65kg and 97kg; WW 76kg

Saturday, July 27, 2024 - 10:26 By Eric Olanowski

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PARIS, France (July 27) --- Kyle SNYDER (USA) has thought about his revenge day on Akhmed TAZHUDINOV (BRN) ever since that September loss in Belgrade where the 'Wonder Kid' stormed past 'Captian America' in the quarterfinals of the World Championships.

Snyder has locked August 11 as his revenge date, when FS 65kg, FS 97kg, and WW 62kg will take center stage at the 2024 Paris Olympic Games.

PARIS 2024 SCHEDULE | PARIS 2024 NEWS

Meanwhile, four world champions -- Rahman AMOUZAD (IRI), Iszmail MUSZUKAJEV (HUN), Haji ALIYEV (AZE) and Zain RETHERFORD (USA) will battle it out for 65kg Olympic supremacy.

On the women's side, Yuuka KAGAMI (JPN) will begin her quest to future Japan's dominance in the women's wrestling world and become their first-ever heavyweight Olympic champion.

97kg: Snyder, from champion to challenger

For Tazhudinov, the match against Snyder was a coming-out party, while it was a "back to the drawing board" moment for the American. In just over two minutes, Snyder gave up back-to-back four-pointers, ultimately losing the match 11-0.

Since that September loss, Snyder has been in the lab at Penn State University with fellow Olympic champion Cael SANDERSON (USA), cooking up a game plan for how he'll take out Tazhudinov in the Paris 2024 semifinals. 

Tazhudinov and Snyder are seeded No. 2 and No. 3, respectively, putting them together on the bottom side of the bracket, setting up a potential semifinal clash.

Kyle SNYDER (USA)Amirali AZARPIRA (IRI) defeated Kyle SNYDER (USA) in Zagreb. (Photo: United World Wrestling / Kadir Caliskan) 

Another youthful threat standing in Snyder's way is Amirali AZARPIRA (IRI), who is unseeded and will be randomly drawn into the bracket.

Azarpira, the 22-year-old, beat Snyder earlier this year. The two met in the finals of the Zagreb Open Ranking Series, where Azarpira took Snyder down twice to not only win the Ranking Series title but also lock up his spot on Iran's Olympic team over Kamran GHASEMPOUR (IRI).

With Snyder and Tazhudinov on the bottom of the bracket, the three guys to keep an eye on the top side of the bracket are Magomedkhan MAGOMEDOV (AZE), Ibrahim CIFTCI (TUR) and Givi MATCHARASHVILI (GEO).

With all the discussion in this 97kg bracket always around Snyder and Abdulrashid SADULAEV (AIN), these three guys often take a back seat in the debate. Still, one is about to catapult themselves to a level of stardom they never imagined.

Despite being the lowest-seeded of the three, Matcharashvili is the betting favorite in his rivalries with Magomedov and Ciftci. 

Matcharashvili has had four matches with Magomedov and five against Ciftci and has a 7-2 combined record against both guys. He's also coming off wins against the duo at this year's European Championships.

Top-seeded Magomedov and No. 5 Matcharashvili have met four times in their careers, with the Georgian owning a 3-1 match advantage.

Matcharashvili won the opening pair of meetings before taking his lone loss of the series in the semifinals of the 2023 World Championships. In their last meeting, Matcharashvili returned to his winning ways, winning the European finals against his Azeri rival, 7-1.

Matcharashvili and Ciftci have met five times in their careers -- twice as underclassmen and three times on the senior level. 

Matcharashvili first defeated Ciftci at the 2017 U20 European Championships before losing to the Turkish wrestler at the 2019 U23 European Championships. Matcharashvili has since beaten Ciftci at the European Championships in back-to-back years and at the 2023 World Championships.

65kg: Tough road to gold

Regarding stacked weight classes at Paris 2024, 65kg ranks near the top. The weight features four world champions and a slew of other competitors who could end up making a run to the podium.

Since last year's World Championships, reigning world champ Muszukajev has taken out Amouzad and Aliyev at least once and will have to do it against them in order to end Hungary's 76-year freestyle Olympic gold-medal drought.

Iszmail MUSZUKAJEV (HUN)Iszmail MUSZUKAJEV (HUN) has a perfect record against Haji ALIYEV. (Photo: United World Wrestling / Kadir Caliskan)

Muszukajev and Aliyev, seeded No. 3 and 6, respectively, will meet in the quarterfinals, and then the Hungarian will face the Iranian in the semifinals.

The Paris 2024 quarterfinal meeting between Musukaev and Aliyev will be their fourth career meeting, with the former Russian-turned-Hungarian owning a 3-0 advantage. In their last meeting at the Hungarian Ranking Series, Muszukajev picked up arguably his most dominant win over Aliyev. He scored a 9-3 victory that included a beautiful four-point throw, a takedown, a trapped arm gut and a step out.

If Muszukajev can defeat Aliyev, it will set up a third meeting with 2022 world champion Amouzad. They've split their previous meetings, with Muszukajev getting revenge on Amouzd in last year's world semifinals.

On the other side of the bracket, top-seeded Vazgen TEVANYAN (ARM) is favored to meet world runner-up Sebastian RIVERIA (PUR) in the semifinals.

The meeting between Rivera and Tevanyan will be a rubber match after the pair split their 2023 World Championship and 2024 Zagreb Open Ranking Series meetings. Riveria trailed 6-0 in Belgrade with two minutes left but picked up a shocking 9-8 win to push himself into the world finals. Then, in Croatia earlier this year, Tevanayan evened the score with a 9-1 victory.

Kotaro KIYOOKA (JPN)Kotaro KIYOOKA (JPN) defeated Toyko Olympic champion Takuto OTOGURO (JPN) to be on the Japan team. (Photo: United World Wrestling / Kadir Caliskan)

On the non-seeded front, Kotaro KIYOOKA (JPN) and Retherford are the most dangerous guys who can blow up a bracket. 

Kiyooka, who took out reigning Olympic champion Takuto OTOGURO (JPN) in Japan's wrestle-offs, is 7-1 this season. More importantly, the 23-year-old has 2024 wins over Olympians Muszukajev and Austin GOMEZ (MEX).

Retherford, down from his 2023 world title-winning weight of 70kg, will be tasked with trying to win America's first Olympic medal at 65-66kg since Jamill KELLY's (USA) Athens 2004 silver medal. This season, Retherford has had seven international bouts, winning every match except the one he had with Tulga TUMUR OCHIR (MGL) at the World Olympic Qualifier.

WW 76kg: Japanese sweep in Paris?

It's no secret that everyone is chasing Japan in the women's wrestling race. Japan has had 24 women wrestle at the Olympic Games; winning 15 of 24 Olympic titles. However, they've never reached a gold-medal bout at WW 76kg (formerly 72kg).

Kagami will be tasked with ending Japan's five Olympic Games drought of gold medals. "There has never been a Japanese gold medal in the 76kg heaviest weight class at the Olympics before," said Kagami. "I want to be the first." 

As unbelievable as it seems, it's not unrealistic that Japan's squad will sweep the Olympics, but Kagami, who says there's no pressure, knows it all comes down to her. When asked how many Olympic titles Japan will win in Paris, Kagami replied without hesitation, "Six. Now it's up to me. If I do my best, I think Japan can win six gold medals."

The reigning world champion must get through familiar foes Yasemin ADAR YIGIT (TUR) and Aiperi MEDET KYZY (KGZ) to complete her historic run. The Japanese star has a winning track record against Medet Kyzy but has yet to solve the puzzle of Adar. 

At the 2022 World Championships, Kagami lost to Adar and has not wrestled the Turkish star since. What makes this interesting is that Adar is unseeded, which means she'll be randomly drawn into the bracket, leaving the possibility of a second meeting with Kagami.

Yuka KAGAMI (JPN)Yuka KAGAMI (JPN) defeated Adeline GRAY (USA) en route her 76kg gold at the World Championships. (Photo: United World Wrestling / Kadir Caliskan)

Kagami has two wins between a loss to Medet Kyzy, but her latest win is a washy one. In the world finals, Kagami won after Medet Kyzy injury defaulted due to a knee injury. The pair split their previous meetings, with the Japanese wrestler winning at the 2022 U23 World Championships and the Kyrgyz wrestler winning at the 2022 Asian Championships.

The sixth day of wrestling at Paris 2024 starts on August 10. Follow @unitedworldwrestling on all social channels to stay updated on what's happening in Paris.