#UnitedWorldWrestling

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

By United World Wrestling Press

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+.

#WrestleParis

Paris 2024: For France wrestling trio, Olympics come home. Literally

By United World Wrestling Press

PARIS (July 17) -- To compete at a home Olympics can be an unparalleled career high for the best of athletes. Even more so for the three French wrestlers, for whom the Games have come home — quite literally.

When Koumba LARROQUE, Ameline DOUARRE and Mamadassa SYLLA check in at the Athletes Village in Seine Saint Denis and step on the mat at the picturesque venue in Champs de Mars, it’ll mark a culmination of their stories that took shape just a stone's throw away, at the Club Bagnolet Lutte 93.

 Koumba LARROQUE (FRA)
Koumba LARROQUE (FRA) at Club Bagnolet Lutte 93.

Indeed, there are many wrestling strongholds in France. Dijon, roughly 320 km from Paris, is one such hub that is home to many young stars. And quite a few of them train at France’s National Institute of Sport, Expertise, and Performance — commonly known as INSEP, a facility that’s also designated as the United World Wrestling Center.

However, the presence of wrestling stars who have honed their skills at Bagnolet, the famous Parisian club, in the French team is steeped in symbolism. Not least because it is located close to the two Olympic landmark sites.

But by competing at the home Games, the trio will also carry forward the commune’s century-long wrestling tradition, which also captures the growth of the sport between the two Olympics Paris has hosted.

Ameline DOUARRE (FRA)Ameline DOUARRE (FRA) will compete at Paris Olympics in 62kg. (Photo: United World Wrestling / Kadir Caliskan)

It was exactly a hundred years ago, in 1924, that the Association Sportive et Gymnasnique de Bagnolet reinvented and transformed itself into a sports club, kick-starting a revolution of sorts in the area not too far from Paris’s city center.

Nothing nails down Bagnolet’s wrestling culture more than the fact that, according to a survey on the club’s website, two out of three youngsters wrestled. However, it was only after an agreement was reached with the department of Seine Saint Denis — the heart of the Games where the Athletes Village is located — that the sport really took off and the Club Bagnolet Lutte 93 came into being in its current form in 2005.

From Mélonin NOUMONVI, the 2014 Greco-Roman world champion, to Olympic gold medalist Steeve GUENOT and his bronze medal-winning brother Christophe as well as the latest sensation, the former U20 and U23 world champion Larroque – many French champions have spent key years of their development at the club.

But Larroque, Douarre and Sylla have a chance to do something none of their predecessors could: compete in their own backyard.

Mamadassa SYLLA (FRA)Mamadassa SYLLA (FRA) after his qualification for the 2024 Paris Games. (Photo: United World Wrestling / Kadir Caliskan)

Sylla, who discovered wrestling at age 15, finished fifth at the European Championships this year and will compete in the 67 kg Greco-Roman category. Douarre is a last-minute entrant to the draw after withdrawals in the 62 kg weight class.

Sylla, who was a second-choice wrestler for the qualification tournament in Baku, became the first wrestler from France to qualify in Grec-Roman since the 2012 London Games, the last time France won an Olympic medal in wrestling, a bronze by 2008 Beijing champion Steve GUENOT (FRA).

Larroque, though, remains the flag-bearer for French wrestling at the Paris Olympics. Introduced to wrestling at age 9, a youth Olympics medallist at 16, and U23 world champion when she was 19 and a senior worlds silver medallist in the same year, Larroque was destined for greatness.

But her career arc suffered a setback. An injury in the 2018 World Championship final meant she was away from the mat for almost a year. Once she recovered, Larroque looked like a shadow of her past self as she could not manage any podium finishes. And although she made it to Tokyo, she was eliminated after the first round itself.

Paris provides the 68kg wrestler a path to redemption. To finish among medals in front of her family and friends — and a short distance away from her club — would undoubtedly be an unparalleled high in Larroque’s career.