#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 Wrestling Day 2 Preview: GR 77kg, 97kg; WW50kg

Tuesday, July 23, 2024 - 09:25 By Ken Marantz

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PARIS (July 23) -- Yui SUSAKI (JPN) and Artur ALEKSANYAN (ARM) are at different stages in their storied careers as they both head to Paris with the aim of winning a second Olympic gold medal.

Susaki, at 25, is one of the biggest stars of the generation now in its prime, having four world titles at women's 50kg to go with the gold she won at the Tokyo Olympics. The endearing dynamo has still never lost to a non-Japanese opponent in nearly 100 matches.

PARIS 2024 SCHEDULE | PARIS 2024 NEWS

The 32-year-old Aleksanyan could be regarded as being on the tail end of a career that includes an Olympic medal of every color, with the gold having come at Rio 2016, and with four world golds of his own. He remains the face of the Greco 97kg weight class.

The two will command the spotlight when those divisions begin action on Day 2 at the Paris Games along with Greco 77kg, in which an unheralded compatriot of Susaki's has suddenly emerged as a gold-medal contender.

"To win consecutive Olympics, or to win just one, is not something that comes easily," Susaki said in an interview with Japanese media in April after returning from a tougher-than-expected title run at the Asian Championships in Bishkek.

"It makes me again aware that [wrestling] is a tough world. How I spend the next three months will decide what happens in three months. I will prepare so that I can win a wonderful gold and leave with a smile."

Mariya STADNIK (AZE)Four-time medalist Mariya STADNIK (AZE) will wrestle at her fifth Olympics. (Photo: United World Wrestling / Kadir Caliskan)

While Susaki will enter as the overwhelming favorite to flash her pearly whites on top of the medal podium, sentiment will be on the side of veteran Mariya STADNIK (AZE), the 35-year-old mother of two who is a good bet to make history by winning an unprecedented fifth Olympic medal.

Can this one finally be a gold for Stadnik? That would likely entail having to pull off a major upset of Susaki, an opponent she has not beaten in three career meetings, most recently in the semifinals at the Tokyo Olympics.

Aleksanyan would have been going to Paris as a five-time world champion had he not been dealt a stunning last-second defeat in the final at last year's World Championships in Belgrade by Gabriel ROSILLO (CUB). Look for the Armenian to avoid any more mistakes like that.

Nao KUSAKA (JPN)Nao KUSAKA (JPN) is a strong gold medal favorite in Paris. (Photo: United World Wrestling / Kadir Caliskan)

At Greco 77kg, top seed Nao KUSAKA (JPN) seems to be peaking at just the right time after winning a surprising bronze medal in Belgrade, which he followed up by stunning two-time reigning world champion and Tokyo Olympic silver medalist Akzhol MAKHUMUDOV (KGZ) before the latter's home crowd at the Asian Championships.

Makhmudov, the Tokyo Olympic silver medalist, will look to bounce back and become Kyrgyzstan's first-ever Olympic champion -- assuming compatriot Zholaman SHARSHENBEKOV (KGZ) doesn't beat him to it at Greco 60kg.

Here's a look at each weight class:

 

WW 50kg: Susaki, the one to beat

When a longtime champion is dealt a rare defeat, they are often told, "It may be the best thing that could have happened," because they become less complacent and more determined. They go back to the basics and come back even stronger.

That's the experience that Susaki went through at the Asian Championships, except that it didn't entail actually losing. Just having fallen behind in a match for the first time in who knows how long was enough of a wake-up call in her declared quest to eventually win four Olympic gold medals.

In the final against Ziqi FENG (CHN), Susaki got stopped on an attempted front headlock roll to put her behind 4-2. From her gold-medal run at the 2021 Tokyo Olympics to that point, Susaki had given up a total of only 11 points in 41 matches, and no one had scored four points on her.

Susaki being Susaki, she managed to come back and win the match and the gold 8-4. That gave her three wins in three career meetings with Feng, who will be in Paris after winning a world bronze in 2023. Susaki would say that while happy with the victory but far from satisfied with the performance, it made her aware of issues that she needed to address.

 

"I think that more of my opponents will use the strategy of trying to keep the score low and have the match come down to the last 30 seconds," Susaki said. "I want to practice so that my wrestling will get me past that type of opponent."

Susaki said she is not concerned that opponents are studying her every move, looking for any cracks in the armor. "The opponents will be doing that, but first, it's a problem with myself. I have to look into myself and to be assured of winning the gold in Paris, I have to decide what I need to do. I have to set a straightforward goal and advance toward it."

Since her first international tournament -- the 2014 Klippan Lady, in the cadet division -- Susaki has compiled a 94-0 record against non-Japanese foes while piling up 24 consecutive tournament titles. In fact, she has lost only three times in her entire career dating back to junior high school, all of which came at the hands of the same opponent, compatriot Yuki IRIE (JPN).

Stadnik showed she could still hold her own on the world stage by capturing a third straight European title in February. She was dealt a surprising loss by Oksana LIVACH (UKR) at the European Olympic Qualifier, but earned her ticket to Paris at the World Qualifier, although that venture included a defeat by 2023 Asian Games silver medalist Son Hyang KIM (PRK). Both Livach and Kim will also be in Paris.

 

The most intriguing entry is Vinesh PHOGAT (IND), whose path to Paris was filled with pain and adversity. For years a top competitor at 53kg, she was forced by circumstances to drop down to 50kg for the first time since 2018 in a desperate bid to win an elusive medal at her third Olympic Games.

A 2022 world bronze medalist at 53kg, her conflict with the Indian federation over accusations of sexual harassment by its president and a subsequent public protest with other top wrestlers drew vilification from within and without the federation. As if that wasn't bad enough, she suffered a severe knee injury in August 2023 that required surgery.

Vinesh was just able to recover in time for the Olympic qualifiers, but the 53kg slot had already been filled by world bronze medalist ANTIM (IND). She decided to take the extreme route of moving down to 50kg, where she prevailed at the Asian Qualifier.

 

"I have fought two battles -- one regarding weight cut and the other is the competition,” Vinesh told UWW after winning the quota from the Asian Olympic Qualifiers in Bishkek. "Many people had suggested not to take part at 50kg because it might lead to an injury relapse, but I didn’t have an option. It was a do-or-die situation for me."

For the seven-time Asian medalist, the desire to become India's second female wrestling medalist has been a powerful driving force. "The focus will be on trying my best," she said. "I’ve been doing this for 20 years and the hopes of winning an Olympic medal keeps me going. It’s been difficult so far, but when you win, it seems like all the struggles were worth it."

Others with viable medal ambitions are Tokyo Olympic bronze medalist and three-time world medalist Sarah HILDEBRANDT (USA), two-time world silver medalist Otgonjargal DOLGORJAV (MGL) and world bronze medalist Anastasia BLAYVAS (GER).

Artur ALEKSANYAN (ARM)Gabriel ROSILLO (CUB) scored a late takedown to beat Artur ALEKSANYAN (ARM) at the World Championships. (Photo: United World Wrestling / Kostadin Andonov)

GR 97kg: Aleksanyan looks to go out in blaze of glory

It wasn't the food that left a bad taste in Aleksanyan's mouth when he left Tokyo with a silver medal. The combination of being visibly hampered by a leg injury and giving up a 2-point penalty that he is still not convinced about made it hard to swallow a 5-1 loss in the final to Musa EVLOEV (ROC).

"I got a very serious injury during the fight with the Iranian in the semifinals of the Olympic Games in Tokyo. And in the final I fought on one leg," Aleksanyan said in an interview with
Armenpress. "But even in this state, I was ready to win, if not for the bias of the judges.

"To this day, I tell everyone that I did not touch my opponent's leg with my hand. There is no one in the world who would show me that I touched his leg with my hand. If it hadn't been for the injury, I'm sure I would have won."

That has motivated him to make sure nothing goes wrong as he attempts to add a second gold to the one he captured at the 2016 Rio Olympics. "I know exactly what I am preparing for, what path I have traveled, what path I am going through now and how I will go to the end to achieve my goal," he said.

 

Aleksanyan will also have to avoid letting down his guard, as he did in the final at last year's World Championships in Belgrade, where he lost to unheralded Gabriel ROSILLO (CUB) 3-3 on last-point criteria after giving up an arm-drag takedown with 21 seconds left.

For Aleksanyan, Paris could mark the end of an illustrious career that includes an Olympic bronze from London 2012 and four world titles, most recently from 2022. If he leaves, he wants to go out in triumph.

"I'm thinking to end my career after the Games, but I still can't imagine myself without wrestling," he said. "I put my life into this sport. However, I am striving to end my career with a victory, but I cannot say when this will happen."

Rosillo will be on hand to try to prevent that, but Aleksanyan's main competition is expected to come from Mohammadhadi SARAVI (IRI), a bronze medalist at the Tokyo Olympics and a former world champion. The two have met three times, most recently in the semifinals at the 2022 World Championships, with Aleksanyan winning all three by decisions.

 

Also in the medal hunt will be world bronze medalist Artur OMAROV (CZE), five-time Asian medalist Uzur DZHUZUPBEKOV (KGZ), and 40-year-old Rustan ASSAKALOV (UZB), who has a pair of eighth-place Olympic finishes on his long resume.

Aleksanyan, asked how he would like to be remembered after he retires, replied, "As a two-time Olympic champion. But I would like the next generations to strive to surpass these results... For me, wrestling is a way of life, and what I like most about this sport is the sense of kinship that is present both in our generation and among our elders."

 

GR 77kg: 'Ordinary' Kusaka aims for extraordinary achievement

It was quite a proud and unexpected moment for host Japan when Shohei YABIKU (JPN) won a Greco 77kg bronze medal at the Tokyo Olympics that few if any had foreseen. It was just as surprising that within two years, he would no longer even be the best in the country due to the rapid rise of Kusaka.

Kusaka, like Yabiku a product of powerhouse Nippon Sports Science University, added two strong results at UWW Ranking Series tournaments -- a third place at the Zagreb Open and a gold in Budapest -- to his Asian title to secure the top seed in Paris.

It's been quite a whirlwind ride for the 23-year-old, who credits his new-found success to going the extra mile in training. "I'm just an ordinary person," he said in an interview with broadcaster NHK Takamatsu in his hometown in western Japan. "I have no more talent than anyone else."

He started wrestling at age 3 but never really stood out until he got to high school, where he blossomed under the tutelage of a coach who instilled words of wisdom that he lives by to this day.

"He taught me, 'Effort will always surpass talent,'" he said. "He would always say that giving your all in practice is a given. If you don't give extra in all the other things, you will never become stronger than the others."

Among the "extra" things Kusaka does is stay behind after practice to work out on his own and cook for himself to ensure proper nutrition. He also boldly ventured to Germany -- and on his own dime -- for a month of intense training late last year. He competed in the Bundesliga and traveled to Hungary, where he practiced with Tokyo Olympic champion Tamas LORINCZ (HUN) and 2022 world silver medalist Zoltan LEVAI (HUN).

Levai, who defeated Kusaka at the Zagreb Open, is among the 15 others in the Paris field who will be aiming for the gold themselves. As the No. 7 seed, he will not be able to face Kusaka except in the final.

Makhmudov is the third seed, and looks headed for a semifinal encounter with No. 2 seed Sanan SULEYMANOV (AZE), the Zagreb Open champion and 2021 world silver medalist.

Makhmudov still feels the sting of his loss in the Tokyo Olympic final to Lorincz. Asked what his biggest regret has been during a UWW interview, he replied, "The fact that I relaxed in Tokyo
before the final. I was quite ready to win the Olympics. I lost because I relaxed."

He added that he expects to have a "minimum of four" Olympic medals before he retires, which means he will need to start the collection in Paris.

 

Others worth watching will be three-time European champion Malkhas AMOYAN (ARM), former Asian champion Amin KAVIYANINEJAD (IRI) and four-time Asian medalist Demeu ZHADRAYEV (KAZ).