#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 Preview: Day 1 -- GR 60kg, 130kg; WW 68kg

Monday, July 22, 2024 - 10:50 By Ken Marantz

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PARIS (July 22) -- On the opening day of wrestling at the Paris Olympics on August 5, fans will get a chance to see history possibly in the making. A day later, we could all be witness to a feat that has never been accomplished in the 128-year history of the Olympics -- in any sport.

The already-legendary Mijain LOPEZ (CUB) will attempt to establish an elite group of one as the first-ever athlete to win five gold medals in the same event, when he takes the mat in Greco-Roman 130kg, which will open the Paris program along with Greco 60kg and women's 68kg.

"I am doing something with great focus to be able to show the world that everything you have in mind, and want to achieve, can be achieved," Lopez said. "I know it's in my mind, and I believe the possibility of achieving that result is high."

PARIS 2024 SCHEDULE | PARIS 2024 NEWS

The 41-year-old Lopez will be competing for the first time since he struck gold at the Tokyo Olympics three years ago, a victory that put him into the pantheon of four-time champions with fellow wrestler Kaori ICHO (JPN), who joined the group in 2016, sailing's Paul ELVSTROM (DEN), athletics' Al OERTER (USA) and Carl LEWIS (USA), and swimming's Michael PHELPS (USA).

The fellow man-mountain standing in his way in the heaviest weight class is reigning world champion Amin MIRZAZADEH (IRI), who was just 10 years old when Lopez won his first gold medal at Beijing 2008. There could hardly be a more poignant changing of the guard should the Iranian prevail.

There will be no shortage of drama in the two other weight classes as well, with fans to see if the Asian dominance shown in Belgrade at Greco 60kg will carry over to Paris, and a "match-of-the-century"-level clash potentially on tap at women's 68kg, although not knowing which round it might occur only adds to the intrigue.

Zholaman SHARSHENBEKOV (KGZ)Zholaman SHARSHENBEKOV (KGZ), blue, defeated Kenichiro FUMITA (JPN) to win the world title at 60kg. (Photo: United World Wrestling / Kadir Caliskan)

Greco 60kg: Asian dominance on the line with Ciobanu as possible spoiler

In Belgrade, the only weight class in which one continent or region swept all of the Paris quotas was Greco 60kg, with Asia taking all five spots behind gold medalist Zholaman SHARSHENBEKOV (KGZ).

Sharshenbekov's successful defense of his world title helped make him the top seed in Paris in his bid to become Kyrgyzstan's first-ever Olympic gold medalist. But rival Kenichiro FUMITA (JPN) is primed to avenge a loss in the Belgrade final and gain the gold medal that he missed out on at the Olympics on home soil.

Fumita, a two-time former world champion, set his sights on leaving Paris in triumph from the minute three years ago that he walked off the mat in Tokyo in tears after losing in the Olympic final to Luis ORTA (CUB). A victory would make him Japan's first Greco gold medalist since Atsuji MIYAHARA (JPN) in 1984.

Since Tokyo, Fumita has tried a number of changes of style to varying degrees of success, but believes he now hit on the right game plan -- just do what feels right at the moment.

"In the three years, my approach to wrestling, the way I attack, has changed several times," Fumita said at press conference with the Japanese media in June. "Now, my wrestling style and training really suit me. It might give me more confidence, but more than that, I feel like I have settled down."

Fumita made a name for himself with his arching back suplexes -- earning the nickname in Japan of the "Cat Wrestler" for his flexibility -- but now realizes that not every victory needs a
touch of flamboyance.

"Before Tokyo, my thing was big throws and I wanted everyone to see it," Fumita said. "After Tokyo, where that didn't work, I went to a defensive style. Now, I don't limit myself to anything. I don't think, I have to try a throw, or I have to be defensive. I do what I want to do.

"I had always thought that the appeal of Greco-Roman was throws, but it's not. It's everything. It's also the details of how a match develops. That's what I want everyone to see."

The championship match in Belgrade was among the most exciting in recent memory, with Sharshenbekov coming out on top of an 11-6 decision in which he fought off a continual series of big-throw attempts by Fumita. So lively was the action that neither wrestler received a passivity point, a total rarity these days in Greco.

The two had met once previously, with Fumita winning 4-0 in the final of the 2020 Asian Championships. With Sharshenbekov the top seed and Fumita at No. 4, a potential third career clash between them would come in the semifinals.

Who will fill the other spot in the final? Leading a formidable list of challengers is third seed Victor CIOBANU (MDA), who is looking to become Moldova's first-ever Olympic champion and just its second-ever wrestling medalist.

While past results are not indicative of future performance, Ciobanu holds a 3-0 record over Sharshenbekov in career meetings. The two met most recently twice in 2021, with Ciobanu winning 9-0 in the Tokyo Olympic quarterfinals and 9-3 in the World Championships final.

Fumita has beaten Ciobanu in their two career clashes, both coming in early rounds at the 2019 and 2023 World Championships.

The dark horse in the medal chase could be Se Ung RI (PRK), who like his compatriots, returned to international action last year after a four-year pandemic hiatus. Ri boasts a 5-3 victory over Fumita in the quarterfinals of the 2019 Asian Championships, where he lost in the final to Islomjon BAKHRAMOV (UZB), who will also be in Paris.

In his first post-pandemic tournament, Ri lost to Ayata SUZUKI (JPN) in the quarterfinals at the 2023 Asian Games before coming back to take a bronze medal. Sharshenbekov beat Suzuki for
the gold.

Others to watch are European 63kg champion Murad MAMMADOV (AZE), three-time Asian medalist Mehdi MOHSEN NEJAD (IRI) and Kevin DE ARMAS (CUB). The latter does not boast the credentials of his counterparts, but has history on his side -- Cubans have won the last two golds in the lightest weight class.

 

Greco 130kg: Lopez aims for history with Mirzazadeh in his path

Lopez has compatriot Oscar PINO (CUB) to thank for making it to the sixth Olympics of his career, despite being out of action for the past three years. It was Pino who qualified Cuba in the weight class by winning a bronze medal in Belgrade, then stepped aside to let Lopez get his shot at history.

Notwithstanding his age, there will certainly be concerns about how honed Lopez's skills will be after not being battle-tested for three years. But you don't win an Olympic gold, much less four, by being unprepared, and Lopez says he will be ready.

"The preparation is done," Lopez says. "I feel in optimal condition and all wrestlers are motivated both in Cuba and internationally. It has been a very important time for me to keep the motivation to get to my sixth Olympic Games and fight for my fifth medal."

Lopez says his training has gone well. "My main training program has been well prepared. I have tried to avoid injuries, the main issue for wrestlers, and will be able to be at the Olympics with motivation, desire and impetus which I always had for the Olympics."

The biggest concern for his opponents is, who will face him first? With his prolonged absence, Lopez accumulated no ranking points and will be unseeded, meaning he could be drawn with anyone, even the top-seeded Mirzazadeh.

Lopez and Mirzazadeh, who also won a world title in 2021, have faced each other only once, with the Cuban scoring an 8-0 victory in the quarterfinals at the Tokyo Olympics en route to the gold.

But should they meet in Paris, he will encounter the 26-year-old Iranian in his prime. Mirzazedeh has not lost since the final of the 2022 World Championships, when he came out on the short side of a 1-1 decision to Riza KAYAALP (TUR). In addition to the 2023 world title, he has back-to-back golds at the Asian Championships in 2023-24.

Kayaalp, who will not be in Paris, is also the last man to have defeated Lopez, but you have to go all the way back to 2015 for that loss, which came in the final at the World Championships. In fact, since his first Olympic triumph in 2008, Lopez has just two losses -- the other was also to Kayaalp, in the 2011 world final.

Is there anyone who can prevent either of these two giants from ending up on the top of the medal podium? They are really in a class of their own, but those with the potential for pulling off a surprise would include 2016 Rio Olympic bronze medalist Sabah SHARIATI (AZE), two-time former world 97kg silver medalist Kiril MILOV (BUL), Cuban-born Tokyo Olympic fifth-place finisher Yasmani ACOSTA (CHI) and four-time Asian medalist Alimkhan SYZDYKOV (KAZ).

For Lopez, victory will not necessarily go to the most skilled. "[Wrestling is] a sport in which all the gladiators have to work hard and show who truly is the best in the world. I am happy to be able to be at the Olympic Games and to convey to the youth that come after us what a real wrestler is."

 

Women's 68kg: Elor, Ozaki launch pincer movement in weight class shifts

World champion Buse TOSUN (TUR) and the other world medalists at women's 68kg might be feeling they are under attack by a pincer movement from both above and below.

The gold medalists in Belgrade in both the non-Olympic weights that sandwich 68kg have qualified for Paris in that division, with 65kg champion Nonoka OZAKI (JPN) moving up and 72kg titlist Amit ELOR (USA) dropping down.

But these two are not your run-of-the-mill world champions. They represent a new generation of superstars already plush with a long list of accolades, and a possible clash between them is among the most anticipated matches of the Olympics. As neither is seeded, the luck of the draw will decide if and when they meet.

Both Ozaki and Elor have both achieved the "grand slam" of world age-group titles, having triumphed on the U17, U20, U23 and senior levels -- all before their 20th birthdays. An Olympic gold medal by either would make her the second to achieve the "golden grand slam" after Yui SUSAKI (JPN).

Ozaki actually has bumped up two weight classes. It is well-documented how the 21-year-old (Elor is nine months younger) seemed on track for Paris at 62kg after winning the 2022 world title, only to be upended by Sakura MOTOKI (JPN), who secured the ticket by taking the silver medal at the 2023 worlds in Belgrade.

Ozaki gained a "consolation" gold at 65kg in Belgrade, but also saw a new door to Paris open when Ami ISHII (JPN) failed to medal at 68kg. After a long and difficult process, Ozaki ended up earning a place in a playoff in January with Ishii for the 68kg quota in Paris, which she secured with a dramatic last-second victory.

Elor, whose only international loss remains a 3-1 defeat by Honoka NAKAI (JPN) in the semifinals of the 2019 world cadets (U17), secured the Paris ticket for the U.S. at the Pan-American Olympic Qualifier, then defeated Forrest MOLINARI (USA) at the U.S. Trials.

While Ozaki spent the ensuing months trying to bulk up without affecting her trademark speed and agility, Elor has been fighting the battle of the scale that she had avoided since she started wrestling as a young girl.

Amit ELOR (USA)Amit ELOR (USA) after qualifying the 68kg weight class for the United States. (Photo: United World Wrestling / William Bain)

"Growing up, my parents didn't let me cut weight, and I'm very grateful for that," Elor said at the U.S. Trials. "It was really good for me and my relationship with the sport. I think that is part of the reason why this is a little bit new and difficult for me."

The muscular Elor, who seems to have little body fat to spare, said there were times leading up to the U.S. Trials when she wasn't sure she could continue the quest.

"I know this may be a shocker, but there were times where I was like, 'How am I going to do this? I think my performance is going to go down if I do this,'" she said. "But I already decided on this and when you pick a goal, you have to stick to it, you have to push through those hard moments and I'm really glad I did."

Ozaki says she was inspired as a child by Kyoko HAMAGUCHI (JPN), a five-time world champion who won bronze medals at the then-heaviest weight of 72kg at both the 2004 Athens and 2008 Beijing Olympics. But it feels odd to her to consider herself now in the upper weights.

"I don't think at all about being in an upper weight," Ozaki said. "I only think about the gold medal and not about whether it will be different in an upper weight. My only thought is that because I am who I am, I can do it."

In her only international foray at 68kg, Ozaki won the gold at the Asian Championships in April in Bishkek. Among her three technical falls was a 10-0 victory over Delgermaa ENKHSAIKHAN (MGL), the runner-up to Tosun at the 2023 worlds who will also be in Paris.

Two of the medalists from the Tokyo Olympics are back, silver medalist Blessing OBORUDUDU (NGR) and bronze medalist Meerim ZHUMANAZAROVA (KGZ), as well as two former world champions in Linda MORAIS (CAN) and Irina RINGACI (MDA).

If there is a surprise, it could come from veteran Feng ZHOU (CHN), who finished seventh at the Tokyo Olympics. She has had a strong buildup for Paris, winning the 2023 Asian Games gold and defeating Tosun en route to the gold at the Zagreb Open in January.