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Paris Olympics: Wrestling breaks new barriers, expands reach across continents

Thursday, August 22, 2024 - 14:05 By United World Wrestling Press

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CORSIER-SUR-VEVEY, Switzerland (August 22): More than half a million new fans in the digital community. An astounding 100 million engagements. And a remarkable 134 percent increase in social media impressions compared to Tokyo 2020.

At the Paris Olympics, it was a gold medal for wrestling.

UWW

On the mat, legends were born, records were set, and some moments would be remembered for ages. Off it, the sport broke new barriers, expanded its reach and engaged with a diverse audience as the United World Wrestling digital channels witnessed unprecedented growth during the Games.

The UWW’s online platforms recorded an impressive 11.2 percent increase in followers, adding over 508,000 new fans to its digital community. Compared to the growth in followers during the Tokyo Olympics, this figure represents a staggering 125 percent increase.

A large part of this surge was seen on Instagram, where the UWW gained 217,000 new followers. Facebook was a close second, adding 183,000 new followers while TikTok, the platform known for its short, engaging content, added 61,400 new followers. The growth across all platforms highlights the effectiveness of the UWW’s content strategy.

The inspiring clip of Greco-Roman star Mohammadhadi SARAVI (IRI), who won Iran’s first gold medal in the Paris Olympics drove the maximum engagement on Instagram. Saravi, who won a bronze medal in Tokyo, beat Artur ALEKSANYAN (ARM) 4-1 in the 97kg final.

Another Iranian, Rahman AMOUZAD, one of the most feared wrestlers in the 65 kg freestyle, went viral with a video in which he proclaimed himself the ‘king’. This post had the second-highest engagement while a slick clip of Frank CHAMIZO (ITA) was the third-most viewed, captivating the viewers and leading engagements as well as interactions.

These videos – and many others shared across UWW’s social media channels – resonated strongly with audiences, garnering record-breaking views. Overall, there were 330 million impressions, a remarkable rise of 134 percent compared to the Tokyo Olympics.

Moreover, the content also achieved 100 million engagements, and a 71 percent increase in reach compared to the previous Olympic Games. This surge in interaction underscores the high level of interest and excitement generated by UWW’s coverage of the Olympic wrestling events.

The video content drove UWW’s social media success. Across all platforms, UWW’s video content garnered over 156 million views, an extraordinary 205 percent increase compared to the Tokyo 2020 Olympics.

YouTube, in particular, saw significant traction with over 21 million views. This success was fueled by a mix of short and long-form videos apart from live streaming, with shorts emerging as the most popular content format.

With more than one million views, the YouTube video of AMAN (IND) getting his revenge over Zelimkhan ABAKAROV (ALB) with a win in the preliminary round. Aman, who won a bronze medal, had lost to Abakarov at the 2023 World Championships.

Chamizo’s video, Don't play with fire #WrestleParis, which went viral on Instagram was also a huge hit on YouTube with hundreds of thousands of viewers, making it the second-most watched video on the platform.

The Day Three highlights show which revisited one of the biggest upsets of the competition – Vinesh PHOGAT (IND) defeating Yui SUSAKI (JPN) in the women’s 50 kg first round – got the third-highest views on YouTube.

The UWW’s vibrant social media strategy was complemented by a robust email marketing campaign, which ran daily throughout the Olympic Games. The ongoing CRM campaigns helped boost engagement across Web, App and UWW+.

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Coach Amri on road to Paris 2024 through WISH

Friday, March 29, 2024 - 11:35 By United World Wrestling Press

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PARIS (March 29) -- Beyond reaching gender parity for athletes competing at the Olympic Games Paris 2024, the International Olympic Committee (IOC) is also aiming to increase the number of female coaches through its Women in Sport High-Performance (WISH) pathway. With six participants of the programme already confirmed as coaches in Paris, Elizabeth PIKE, WISH Project Director, explains how the programme is breaking down barriers to fix the system. Only 13 percent of coaches at the Olympic Games Tokyo 2020 were women.

At the past four editions of the Olympic Games, Marwa AMRI (TUN) represented Tunisia in the women's freestyle wrestling competition, clinching a bronze medal in the 58kg event at Rio 2016. At Paris 2024, she will be bringing all her expertise to Tunisia’s wrestling team as a coach. Although Amri may be outnumbered by her male counterparts at these Games, her very presence indicates a growing number of female coaches.

There are a number of other female coaches still pushing to achieve their Olympic dream, such as Federica TONON, who is currently working with Vanuatu’s beach volleyball team.

Amri and Tonon have something in common – they are both participants of the WISH programme, which is funded by the IOC’s Olympic Solidarity programme, managed and hosted by the University of Hertfordshire and led by Pike.

The programme got underway in May 2022 after a successful pilot from 2019 to 2021. All four cohorts have now embarked on the 21-month programme, a mix of online learning, group tasks, dual mentoring and a residential, with the first cohort already having graduated in January this year. In total, the WISH programme will equip a total of 123 female coaches from 22 sports and 60 countries with the tools needed to take on roles at the highest level of their sport.

Read the full article on olympics.com.