#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 4 Wrestling Preview: FS 57kg and 86kg; WW 57kg

Thursday, July 25, 2024 - 21:10 By Vinay Siwach

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PARIS (July 25) -- After the Tokyo Olympics high, a possible David TAYLOR (USA) vs Hassan YAZDANI (IRI) bout was the most anticipated one for the Paris Olympics. But Aaron BROOKS (USA) had other plans. He defeated Taylor in the Olympic trials in the United States to book his spot at 86kg for the U.S.

Now, Yazdani is the favorite to win the gold. He can also become the first Iran wrestler to win two Olympic golds.

PARIS 2024 SCHEDULE | PARIS 2024 NEWS

The 86kg weight class on August 8 isn't the only one in which history can be created. Both the other two weight classes also have a chance to see some historic medals to be won.

The 57kg in Freestyle will have world champion Stevan MICIC (SRB) trying to win the first medal for Serbia in Freestyle at the Olympics. Zelimkhan ABAKAROV (ALB), also a world champion, has the same task for Albania.

In women's 57kg, Rio 2016 champion Helen MAROULIS (USA) has a chance to win the third Olympic medal for the U.S. while she tries to knock off world champion Tsugumi SAKURAI (JPN). Maroulis is no stranger to beating Japanese world champions at the Olympics.

Anastasia NICHITA (MDA) has a great chance to make history for Moldova by winning a medal even as the bracket has Kexin HONG (CHN), ANSHU (IND), Odunayo ADEKUOROYE (NGR) and Alina HRUSHYNA (UKR) among others.

FS 86kg: Over to Yazdani

Ever since his move to 86kg after winning the gold medal at 74kg in Rio, Yazdani has lost to only one wrestler -- Taylor. With the American not in Paris, Yazdani has his tail up.

Throughout the 2023 season, Yazdani wrestled with a shoulder injury and it became a headache for Iran when he underwent surgery. Iran contemplated having a wrestle-off between Yazdani and 92kg world champion Kamran GHASEMPOUR (IRI). But then Brooks beat Taylor.

Hassan YAZDANI (IRI)Hassan YAZDANI (IRI) trains in Mazandaran, Iran. (Photo: United World Wrestling / Jake Kirkman)

Yazdani won the Budapest Ranking Series and reignited his hopes of winning the gold.

"I thank God that I was able to get on the mat in international competitions after seven months and 13 days," Yazdani had said in Budapest. "I had a little preparation and it was around 60 percent. I hadn’t wrestled for a long time. I have some weaknesses that I hope I can fix before the Olympics so that I can wrestle better than these competitions and get the gold medal. I hope that until the Olympics, I can eliminate my weaknesses so I can win the best medal for my country and our good people."

Yazdani was winning the Tokyo final when Taylor scored a takedown in the final moments to claim the gold. A furious Yazdani walked off the mat, hitting anything that came his way. But two months after that loss, he defeated Taylor at the Oslo World Championships, his only win over the American. Taylor would rebound to beat him at the 2022 and 2023 World Championships.

Brooks, a four-time NCAA champion, defeated Taylor in a best-of-three series at the trials. Brooks has a U23 world title and is now the biggest threat to Yazdani's gold medal.

Aaron BROOKS (USA)Aaron BROOKS (USA) won the 2023 U23 world title in Tirana. (Photo: United World Wrestling / Kadir Caliskan)

Yazdani has a solid underhook and has improved his conditioning but Brooks' defense is top-notch as Taylor found out at the trials. A wait-and-watch counter-attacking bout can ensue if the two meet in Paris.

Brooks is unseeded and will be drawn at random in the 16-wrestler bracket which means he can face any of the top wrestlers in the first bout.

Myles AMINE (SMR), who won a historic bronze for San Marino in Tokyo, is returning, hoping to stand on the podium again. Dauren KURUGLIEV (GRE) is another master of defense and will be a tough case to crack for any wrestler. 

Osman NURMAGOMEDOV (AZE), Magomed RAMAZANOV (BUL), Vladimeri GAMKRELIDZE (GEO), Hayato ISHIGURO (JPN) and Azamat DAULETBEKOV (KAZ) are some other potential medal hopefuls in Paris.

FS 57kg: History on line

When Spencer LEE (USA) won the U.S. trials, he did not know if he was going to the Olympics. He still had to qualify the 57kg weight for the U.S. He did so at the World Olympic Qualifier in Istanbul, in dominating fashion, barring one bout. Lee, a former U17 and U20 world champion, has now set his sights on the gold medal.

But at 57kg, the bracket is among the toughest in recent times. World champions Stevan MICIC (SRB), Zelimkhan ABAKAROV (ALB) and Rei HIGUCHI (JPN) are trying to achieve the same. Add to the list the European and Asian champions in Arsen HARUTYUNYAN (ARM), Aliabbas RZAZADE (AZE), Vladimir EGOROV (MKD), AMAN (IND) and Gulomjon ABDULLAEV (UZB).

However, Lee has extra motivation to perform in France, his mother's native country.

"This is a big deal for me," Lee said in Istanbul. "My family lives in France. They live outside of Bordeaux. My grandmother has never seen me wrestle and it's a really big deal for me to compete in my mother's home country."

Rei HIGUCHI (JPN)Rei HIGUCHI (JPN) won the Budapest Ranking Series in June. (Photo: United World Wrestling / Kadir Caliskan)

Higuchi, a silver medalist from Rio 2016, has dabbled with 65kg but returned to 57kg to make the Tokyo Olympics. He missed the weight at the qualifiers. But a strict diet, planned weight cut and experience have helped Higuchi return to the Olympics. However, he doesn't think too much about the loss against Vladimir KHINCHEGASHVILI (GEO) in the final in Rio.

“I don't look back at my matches. I want to move on. Next match,” he told UWW last year. "I don't feel bad about missing the Tokyo Olympics. The day I lost the chance to represent at the Tokyo Games, I began preparing for Paris.”

In his preparation for Paris, Higuchi has taken to cooking special meals for himself to keep his weight under control, training with specific partners, and enjoying the journey. He also got married and has a kid.

But for Olympics, Higuchi's battle begins well before he steps on the mat as he reduces at least seven kilograms.

"The aim is to lose 2kg of body fat per month," Higuchi was quoted as saying by Yahoo. "In my case, it takes about three months to bring weight to 59kg, and then I think the best way to lose the last 2kg is to cut out water and lose it before the match. When losing weight, start with a low-fat diet, and when you can't lose any more weight, switch to a ketogenic diet [restricting carbohydrates and consuming fat]. Repeat this process. And it's important to consume carbohydrates from a low-fat diet before a match."

Another wrestler heading to Paris with a weight cut on his mind is the reigning world champion Stevan MICIC (SRB), who defeated Higuchi in a thrilling 57kg final in Belgrade. Micic is the first Serbian world champion in Freestyle and will look to add a historic Olympic medal.

Micic, however, has only competed once since winning the World Championships. He won the gold medal at the Dan Kolov tournament at 61kg.

"First time competing since the World Championships, up at 61kg," Micic said on his YouTube channel. "I would give myself 9/10 this time. In my first match against Iran, he was young and motivated, any match against Iran is tough. At this kind of tournament, you are not supposed to be perfect. It's getting yourself that feeling of competition out of the way."

Stevan MICIC (SRB)Stevan MICIC (SRB) won the world title at 57kg in Belgrade in 2023. (Photo: United World Wrestling / Kostadin Adonov)

In Paris, he wouldn't have to worry about an Iran wrestler though. Iran failed to qualify the 57kg weight class. However, it is yet to be seen if that will help Micic improve his 14th-place finish at Tokyo.

Also, Higuchi is hoping to avenge that loss in the final if the two meet in the final.

"I'll definitely pay them back in the real thing [Olympcis]," he said. "I know quite a bit about what technique my opponents will use and when. What are my weaknesses? I'm not that worried. I think that all I have to do is make small adjustments and corrections. I think I have to win the gold medal in Paris. After all, I love this sport and I've been doing it for a long time, so I have a strong desire not to lose."

Abakarov and Harutyunyan will look to end up on the podium as well. Harutyunyan had a high-scoring bout against Higuchi before going down in the World Championships semifinal. Abakarov, after suffering a loss to Micic, returned to win the bronze medal by beating Tokyo Olympic champion Zavur UGUEV (AIN). Then there are Asian hammers in Abdullaev and Aman. While Adbullaev is going to his second Olympics after finishing fifth in Tokyo, Aman will be making his debut.

WW 57kg: Three-way battle for supremacy

Will the 57kg Olympic gold medal stay with Japan? The country which has dominated women's wrestling ever since it was added to the Olympics is expected to continue it. It has won the 55-58kg gold medal at all editions. So can Tsugumi SAKURAI (JPN) keep it with Japan?

Sakurai, a three-time world champion, has a strong 2-on-1 attack to go with her defense. However, that did not work in the final of the Asian Championships this year as she lost 5-2 to Yongxin FENG (CHN). Fortunately for Sakurai, Feng is not the Chinese representative in Paris.

Tsugumi SAKURAI (JPN)Tsugumi SAKURAI (JPN) executes a 2-on-1 attack. (Photo: United World Wrestling / Amirreza Aliasgari)

Despite the loss and a wake-up call before Paris, Sakurai was composed in her assessment of the bout, saying that her opponents are coming in with plans against her,

"I think everyone knows my style of wrestling," Sakurai said after the Asian Championships. "I have to train so that even if I get stopped, I can still find a way to score points. No matter the tournament, my objective is always to win the title. When you lose, there has to be a reason for the loss. I will look at this as I'm glad it wasn't the Olympics, and I will practice hard up to August."

Undoubtedly, Hong too will be ready with her coaches to pull off an upset. Hong has been on a roll this year, winning the Zagreb Open and Budapest Ranking Series, apart from winning the Paris qualification in Bishkek. In Zagreb, she defeated Anastasia NICHITA (MDA) and then 59kg world champion and compatriot Qi ZHANG (CHN) in the final. She would once again beat Zhang in Budapest in the semifinal and win the gold with a win over ANSHU (IND).

But the world will be watching Maroulis, who made her third straight Olympics. She won the first-ever gold for the U.S. in Rio by beating the legendary Saori YOSHIDA (JPN). She won bronze in Tokyo after dropping the semifinal against Risako KINJO (JPN). And Maroulis looks good for a third medal at the Olympics.

She lost only to Sakurai at the World Championships but won the Pan-Am Championships and the Poland Open this year. Maroulis has the habit of peaking towards the second half of the season in which the World Championships or the Olympics are held.

Nichita, the world silver medalist, can surprise anyone on her day but a recent injury and her loss to Anshu in Budapest must have given her a wake-up call. Currently training in Italy, Nichita can create history by winning the first medal at Olympics in Women's Wrestling, given Irina RINGACI (MDA) doesn't to do on day one.