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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+.

#UWWAwards

UWW Comebacks of the Year 2025: Uguev, Maroulis, Amoyan

Friday, December 19, 2025 - 10:30 By Eric Olanowski

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CORSIER-SUR-VEVEY, Switzerland (December 18) -- United World Wrestling’s 2025 Comeback Wrestlers of the Year are three wrestlers who refused to let their careers be defined by defeat and setbacks.

Freestyle Comeback Wrestler: Zaur UGUEV (UWW)

There was a time not too long ago where Uguev career trajectory was pointing him in the direction of becoming the greatest lightweight of this generation, but he hit a slump in 2023 and 2024, finishing fifth at the World Championships.

This year, the Tokyo 2020 Olympic gold medalist returned to top form. He went from an afterthought to one of the sport's most dominant wrestlers -- reclaiming world gold for a third time in his career and first time since the 2019 World Championships with a 11-2 win over Ahmad JAVAN (IRI) in the 61kg finals.

"This is a very joyful event in my life -- I am once again on the top of the podium," Uguev said. "I am very happy and grateful to my team, my coach, my sparring partners, our national team -- thanks to everyone who played a part in my victory."

Women’s Wrestling Comeback Wrestler: Helen MAROULIS (USA)

For most, 2021 seems like yesterday. But for Maroulis, it’s been a grueling four years of waiting and working to reclaim her spot a top the world ranks. Despite having to completely change her style of wrestling due to lack of conditioning that stemmed from an allergic reaction to antibiotics before the World Championships, Maroulis found a way to bolster her resume with a fourth world title -- adding to her career wins 2015, 2018, and 2021, not to mention her three Olympic medals.

She did so with three quick pins in Zagreb before inside tripping Il-Sim SON (PRK) in dramatic fashion, stealing the world title as the clock expired.

After the match, the 11-time world and Olympic medalist said, "I had to really, really dig deep for that and, I don't know, before the last exchange started, I just had to dig deep and find it. It was just some scramble flurry and just that it came out my way. I'm grateful."

Greco-Roman Comeback Wrestler: Malkhas AMOYAN (ARM)

Like Maroulis’ four-year battle to get back to the top, Amoyan found himself fighting an uphill battle to regain world gold since his last title-winning run in Oslo in 2021. But after moving up from 72kg to 77kg, he struggled. He fell one match short of his goal at the World Championships in 2022 and 2023, and again at the 2024 Paris Olympic Games where he settled for a bronze medal.

But 2025 was different as the 26-year-old put on arguably the greatest Greco-Roman performance of the Zagreb World Championships, capping off his run to a second world title with an unexpected 9-1 thumping of reigning Olympic gold medalist Nao KUSAKA (JPN).

"I became a world champion back in 2021 [at 72kg], but I really wanted to become world champion at 77kg. For two years, I struggled with injuries, and nothing was going as it should. Thankfully, at this World Championships I was prepared -- mentally, physically, and functionally -- and by God's grace I managed to triumph and become a two-time world champion."