#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 5 Wrestling Preview: FS 74kg and 125kg; WW 62kg

Friday, July 26, 2024 - 14:32 By Vinay Siwach

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PARIS (July 26) -- Kyrgyzstan is waiting for its first Olympic champion, in any sport. Two came close to ending that drought in Tokyo when Akzhol MAKHMUDOV (KGZ) and Aisuluu TYNYBEKOVA (KGZ) reached the final in Greco-Roman 77kg and women's wrestling 62kg. Both fell short.

Come Paris, Kyrgyzstan is banking on its wrestlers again. Three world champions are heading to Paris as the favorites in their weight classes to win the gold medal. One of them is Tynybekova, the legend who took wrestling to the pinnacle in the country.

PARIS 2024 SCHEDULE | PARIS 2024 NEWS

Makhmudov and Zholaman SHARSHENBEKOV (KGZ) wrestle before Tynybekova at the Olympics. But if they don't win the gold, Tynybekova will have the chance to win the historic gold and be the first Olympic champion from Kyrgyzstan. It would only be apt.

Kyle DAKE (USA)Kyle DAKE (USA) lost to Mahamedkhabib KADZIMAHAMEDAU (AIN) at the Tokyo Olympics. (Photo: United World Wrestling / Tony Rotundo)

Apart from Tynybekova, two more Tokyo silver medalists will look to win gold on August 9 when WW 62kg and Freestyle 74kg and 125kg weight classes take place at the Champ de Mars Arena in Paris.

Mahamedkhabib KADZIMAHAMEDAU (AIN) at 74kg and Geno PETRIASHVILI (GEO) at 125kg won't have it easy. Both fell in the finals at Tokyo, Petriashvili's loss being the more dramatic of the two.

Kadzimahamedau stunned the world when he tossed around Kyle DAKE (USA) in Tokyo and Petriashvili was left stunned when Gable STEVESON (USA) scored a last-second takedown to beat him in the 125kg final.

But to lay claim to gold in Paris, all three weight classes will be full of drama.

FS 74kg: Dake out to avenge Tokyo loss

Kyle DAKE (USA) was the favorite to win the 74kg gold medal in Paris. Then Uzbekistan announced Razambek JHAMALOV (UZB) as its entry, Mahamedkhabib KADZIMAHAMEDAU (AIN) got in after approval and suddenly, there is no clear favorite to win this weight class.

Kadzimahamedau's run in Tokyo saw him beat Dake and reach the final. Dake hasn't faced him after but is looking forward to that bout if it happens in Paris.

"I have been itching to get those matches back," Dake told FloWrestling. "Those are fun matches. You want to go out and compete against the best guys. All I know is there will be 16 guys trying to win an Olympic gold medal and perform at their best. My goal is just being better than them on that day."

Reflecting on his campaign in Tokyo and then in the 2023 World Championships, Dake said he was satisfied and has a different outlook towards results.

"I don't know if I would change anything," Dake said. "Given the circumstances, I competed the best I could. I went out and wrestled and did my best. My girls, last year [after the World Championships], asked me 'daddy you didn't win, what happened?' I tried my best and it didn't fall my way. That's okay. A lot of what I am focusing on is competing with gratitude, scoring points, be Kyle Dake the best way I can."

If the best Dake shows up in Paris, he will be unstoppable. But a few opponents have pushed him to the edge in the past. Frank CHAMIZO (ITA), Yones EMAMI (IRI), Tajmuraz SALKAZANOV (SVK) and Daichi TAKATANI (JPN) are a few he has wrestled. Georgios KOUGIOUMTSIDIS (GRE), Chermen VALIEV (ALB), Razambek JAMALOV (UZB), Viktor RASSADIN (TJK), Turan BAYRAMOV (AZE) are a few others he has not wrestled and will be in Paris. Thanks to his top seed, Dake will avoid Kougioumtsidis, Salkazanov and Bayramov till the final.

Kadzimahamedau will be unseeded and can be drawn anywhere in the bracket. After Tokyo, his performance has seen him win a European Championships silver medal at 79kg in what was a rare appearance on the mat.

But Kougioumtsidis defeated him at the World Championships in a thrilling opening-round bout. The Greek wrestler was looking good to make the final but hit Dake in the semifinal, dropping the bout 4-1, a much closer semifinal than the scoreline indicates.

Takatani was another wrestler who troubled Dake in the quarterfinals. Though Dake won 6-4, Takatani seemed to have figured out Dake's style and controlled the bout. Dake, however, was just too good.

The entries of Valiev and Jamalov has spiced up things. Valiev was entered in the World Olympic Qualifier after he completed his transfer from Albania. His style of frustrating his opponents by having a sitting position with no aim to score will be on test in Paris.

 

Jamalov is replacing Bekzod ABDURAKHAMANOV (UZB) in the line-up and the former U23 world champion can upset any wrestler in Paris. Jamalov's defense is among one of the many exceptional skills he possesses and once he thwarts the attacks of his opponents, they crumble due to disappointment.

Making his debut for Uzbekistan, Jamalov won the Budapest Ranking Series and won gold, announcing himself just before the Games and it should not surprise the wrestling world if he goes all the way in Paris.

Wait, maybe Geandry GARZON (CUB) will get his prized Olympic medal in Paris? The 41-year-old finished fifth in the 2008 Beijing Games and returned to the Olympics in Tokyo. Now he is going for his third Olympics in Paris.

WW 62kg: Tynybekova and history

Yukako KAWAI (JPN) denied Tynybekova the gold in Tokyo. A for Tynybekova would have grown her legend in Kyrgyzstan. The fans still love and adore her. They cheer for her in every country she wrestles. All they want is for her to become the country's first Olympic champion. Nonoka OZAKI (JPN) threatened her to disallow that for significant time before she moved categories after losing domestically.

Going into Paris, one thing Tynybekova can take confidence in is her record against Sakura MOTOKI (JPN), the Japan entry for the Olympics. The two met in the World Championships final which Tynybekova survived and won. Then at the Zagreb Open and again at the Asian Championships. Tynybekova used her counter lifts to win both times.

But Tynybekova knows that it's not just the Japanese opponent at the Olympics she has to be prepared for. The 62kg weight has seen the rise of Grace BULLEN (NOR), Hyon Gyong MUN (PRK) and Bilyana DUDOVA (BUL), return of Orkhon PUREVDORJ (MGL). Tokyo bronze medalist Iryna KOLIADENKO (UKR) is also looking for her second Olympic medal.

"I would like to say that there are no easy or tough opponents," Tynybekova said after the Asian Championships. "It all depends on my physical condition on that exact day. That’s why me and my coaches will prepare to wrestle every single wrestler in my weight class."

Motoki may well be at the top of that list. Motoki isn't one with the natural gift of wrestling. She believes in going back to the drawing board after every loss and aiming for perfection through repetitions.

"I don't have confidence and think negatively. That's why I can practice and research. Those are my weapons," she told Yomiuri recently.

Sakura MOTOKI (JPN)Sakura MOTOKI (JPN) will be one of the contenders for gold at the Paris Olympics. (Photo: United World Wrestling / Kostadin Andonov)

One of her lethal attacks is the single-leg, which she has perfected to hit deep and score most of the time. If she fails to finish it, Motoki throws herself back to defend. The Ikuei University student says she has 30 variations to hit it.

"It's like a mathematical formula. If you know it, you can apply it," she said.

Those weapons have worked well against most but Tynybekova. She ran close in Zagreb but could not finish. At the Asian Championships, she got countered by Tynybekova so often that the bout was never in balance. A sobbing Motoki failed to make sense of the loss and said she believed she could win. She cried, thought about it, and realized a win was close.

It's like her junior high school all over again. At one point, she could not get past a wrestler and lost "about seven times." Then she finally beat her after years in a different division. 

"There was a sense of accomplishment and joy that people who keep winning don't get," she said. "No other athlete has ever experienced such setbacks. That's my strength. I want to win the gold medal and get revenge."

Hyon Gyong MUN (PRK)Hyon Gyong MUN (PRK) is an Asian Games champion at 62kg. (Photo: United World Wrestling / Kadir Caliskan)

Gyong-Mun will be another wrestler who can surprise a few in Paris. She won the Asian Games after beating Ozaki in the final and with little known about her, wrestlers can find it tricky to face the DPR Korea wrestler.

Bullen will be at her first Olympics having transformed her style after getting a new team and moving to Georgia for training. She won bronze at the World Championships and will be a threat in Paris.

FS 125kg: Zare set to enter new territory

Amir Hossein ZARE (IRI) has grown leaps and bounds after his bronze-medal finish at the Tokyo Olympics. He won the World Championships gold medal in Oslo, beating Taha AKGUL (TUR) and Geno PETRIASHVILI (GEO). He suffered a loss to Akgul in 2022 but bounced back to win the gold in 2023. Going into Paris 2024, Zare is undoubtedly a heavy favorite.

Zare has not only grown in experience but has worked on his conditioning to a great extent. At the 2023 World Championships, his opponents found it difficult to score on him and he gave up only six points in five bouts.

Lkhagvagerel MUNKHTUR (MGL)Lkhagvagerel MUNKHTUR (MGL) during the Asian Olympic Qualifier. (Photo: United World Wrestling / Kostadin Andonov)

Lkhagvagerel MUNKHTUR (MGL), who won a silver medal at the 2022 World Championships, wrestled Zare at the Asian Games final in October 2023 but fell behind quickly.

"His conditioning is very high," Munkhtur said after the final. "The strength part is normal but it's his conditioning which keeps him going for six minutes."

Munkhtur had a disastrous World Championships, bowing out in the first round. But he came back to qualify for the Olympics from the Asian qualifiers.

Zare's biggest competitors will be Petriashvili, Akgul and Mason PARRIS (USA) who won the trials in the absence of Tokyo Olympic champion Gable STEVESON (USA).

Petriashvili was close to winning his first Olympic gold after bronze in Rio but in the final second of the final, Steveson scored a takedown to beat Petriashvili. The Georgian has not been able to win a gold at any championships since.

"I was very close to the gold medal," Petriashvili told UWW. "It was one of the hardest matches in my life. Steveson was very fast and strong. Every day I try to forget that moment. I am not saying I have forgotten it. It's very hard to do so.

"I don't know what happened there. Maybe I thought 'I have won, really!' I was talking to myself. My eyes went black because of happiness. I was counting - 1, 2, 3, 4, 5 seconds and I lost. What happened? Every day I ask myself what happened and don't have an answer. It's wrestling. It's very hard for your emotions but you have to be quiet and have this feeling."

Geno PETRIASHVILI (GEO)Geno PETRIASHVILI (GEO) after losing the 125kg final at the Tokyo Olympics. (Photo: United World Wrestling / Kadir Caliskan)

But Petriashvili will have to forget it and be ready for another spell of matches. He knows that well and is ready for Paris. 

"It will be hard and there will be good matches," he said. "I hope I will be ready. For 12 years, I have been standing on the mat at the senior level. I feel good here. Akgul and Zare are world-class wrestlers. Parris is also good. I am a good wrestler as well (laughs). Everyone wants to take a gold medal home. No one gives you the medal."

Akgul won the gold medal in Rio and bronze in Tokyo. But for a third Olympic medal, he will have to work hard. He is on the same side as Zare which makes it difficult to be in the final. Both will not collide before the semifinals.

Mason PARRIS (USA)Mason PARRIS (USA), red, will be the U.S. representative at 125kg in Paris. (Photo: United World Wrestling / Kostadin Andonov)

Parris is on the other side, making him a potential opponent of Petriashvili in the semifinal. The Georgian defeated Parris in the semifinal of the World Championships. Parris, however, won the gold medal at the Budapest Ranking Series.

"Getting a world bronze medal last year was awesome for my confidence," Parris said. "I think I am being underestimated by a lot of people. I think I have one of the best chances to be an Olympic champion. My plan is to bring it home for the U.S."