United World Wrestling together with N3XT Sports begins the digital transformation process

Monday, July 18, 2022 - 11:26 By United World Wrestling Press

COSIER-SUR-VEVEY, Switzerland and BARCELONA, Spain - United World Wrestling (UWW) and N3XT Sports today announced a new partnership under which N3XT Sports will support UWW to accelerate its digital transformation by creating a digital-first approach in the organization and transform the sport using digital tools.

UWW has already prioritized digital transformation as one of five strategic pillars for the governing body’s 2022-2026 Strategic Plan, which was presented and approved at the UWW Congress in 2021.

UWW aims to create new value for its ecosystem, grow the sport itself, and modernize and digitize its processes and operations. By embarking on this journey, UWW will future-proof the organization, optimize internal processes, generate sustainable financial revenues, provide support to all the national federations and the entire wrestling ecosystem.

The partnership between UWW and N3XT Sports aims to accelerate this transformation process and ensure maximum efficiency and benefit through a multi-year investment. N3XT Sports has been supporting UWW since early 2021 as UWW recognized the need to create new sources of value to the sport. As such, UWW’s digital transformation journey, with the support of N3XT Sports, touches on both revenue maximization and cost optimization, increasing efficiency and providing shared services within its national federations and event organizers.

Nenad Lalovic, UWW President, said: “One of the key areas of the 2022-2026 Strategic Plan, built together with our National Federations, is to embrace and foster digital transformation in order to modernize and digitize our organization. In order to achieve this, we have partnered with N3XT Sports, a leading digital transformation agency in the sport industry, that is guiding us to continuously create value for fans, wrestlers, and the global wrestling ecosystem, to ensure a sustainable and independent UWW through digital, data and innovation.”

UWW has modernized as an International Federation ever since rejoining the Olympic Program in 2013. The next stage of transformation for the federation is aimed at increasing the focus on a direct-to-consumer (D2C) strategy that delivers excellence in digital content and data to fans, media and marketing partners, as well as best-in-class shared digital, innovation and data tools to the National Federations (NF), local organizing committees, coaches, and wrestlers in order to ensure sustainable financial growth.

As part of the agreement, N3XT Sports will help design and develop the project through its digital arm, N3XT Labs. This will support on the creation and monetization of best-in-class data analytics tools and digital assets, as part of a reimagined UWW commercial portfolio, including a new UWW mobile application for fans and internal stakeholders, and Customer Data Platform (CDP) aimed at collecting and engaging data from all UWW digital audience touchpoints.

In addition, drawing on N3XT Labs’ digital expertise in sports and cloud architecture, the creation of a robust project governance structure will support the digital monetization of the UWW’s wider business strategy, whilst also developing new D2C revenue streams across the federation and its entire ecosystem.

Hisham Shehabi, COO of N3XT Sports, said: “We are thrilled to work with UWW and guide the federation through its digital transformation. To make this new digital strategy possible, UWW is committed to developing and launching various digital and data products to reach fans directly, without intermediaries, thus gaining a better understanding of their tastes and habits, and fundamentally, building the global home of wrestling and wrestlers. Our focus at N3XT Sports is to accelerate the construction and operation of this digital and data ecosystem that caters to UWW fans, internal stakeholders, national federations, and athletes.”

ABOUT United World Wrestling

United World Wrestling (UWW) is the international governing body for the sport of wrestling; its duties include overseeing wrestling at the Olympics. It presides over international competitions for various forms of wrestling, including Greco-Roman wrestling, freestyle wrestling for men and women, as well as others.

ABOUT N3XT Sports

N3XT Sports is an end-to-end digital transformation agency that works with international sporting organizations in football, basketball, and the Olympic Movement, to identify and address their most critical challenges, enabling them to achieve sustainable competitive advantage within the rapidly changing sports landscape.

N3XT Sports was born in the world’s epicenter of innovation in Silicon Valley, has its operational HQ in Barcelona and its team is spread in different countries in Europe such as France, Italy, England, Spain, and Switzerland as well as in the United States, Morocco and Canada.

Contact information

N3XT Sports - bea@n3xtsports.com
United World Wrestling - Eric.olanowski@uww.org

2026 Muhamet Malo

'Important Gold’: Sadulaev Relishes Successful 97kg Return

Thursday, February 26, 2026 - 21:58 By Vinay Siwach

TIRANA, Albania (February 26) -- World champion Kyle SNYDER (USA) could have challenged him. Up-and-coming Mukhamed KHANIEV (UWW) could have caused trouble. Or maybe Rizabek AITMUKHAN (KAZ) would have caused an upset.

None of that happened. A calm and composed Abdulrashid SADULAEV (UWW) marked his return to the mat with yet another gold medal, winning the 97kg weight class at the Muhamet Malo Ranking Series event on Thursday in Tirana, Albania.

It has become increasingly rare to see Sadulaev wrestle internationally, but when he does, the results tend to be a foregone conclusion. Sadulaev last wrestled at a global event at the same Feti Borova Arena in Tirana in October 2024 when he claimed his sixth world title, stunningly dropping to 92kg.

After 15 months, he was back -- at 97kg and, the top of the podium.

"Thank you to everyone who supported me, those in the arena and those watching on TV and smartphones," Sadulaev said. "Everyone who cheered, worried, and prayed for me. I want to say a huge, heartfelt thank you to all of you."

When Sadulaev stepped on the mat on Thursday, he rolled back the years. Right hand on his opponent's forehand, circling while standing tall. He would throw himself back if someone tried to attack his legs and then get a front headlock to score.

A true throwback in Tirana would have been a Sadulaev and Snyder clash but Khaniev decided to postpone that for now by beating the United States wrestler in the quarterfinals. Sadulaev got Khaniev in the final.

He was the first on board with a double-leg attack which gave him four points. He then made Khaniev toil to find an opening and when he did, Sadulaev defended like a rock. Khaniev was able to score only through stepouts -- managing four points from it while Sadulaev added three more takedowns to finish the final 10-4.

While the gold medal was a satisfactory result for Sadulaev, there was an added incentive that he was chasing.

"For me, this gold means qualifying for the European Championships, which will take place here in this same arena in two months, in April. It was very important for me to qualify there," he said.

Sadulaev, if he competes, will be at the European Championships after six years having last competed at the tournament in 2020. He won gold medal at 97kg in Rome.

Abdulrashid SADULAEV (UWW) scores on Mukhamed KHANIEV (UWW) in the 97kg final in Tirana. (Photo: United World Wrestling / Amirreza Aliasgari)

The final against Khaniev was a virtual wrestle-off to win the spot for the continental championships, to be held from April 20 to 26. And despite beating Khaniev, Sadulaev was all praise for the youngster.

"Khaniev is young and promising," he said. "I thought we might meet before the final, but [because of the bracket] we faced each other only in the final.

"I know him well, we train in the same region, we’ve been at training camps together and worked side by side. He’s very tough, with a really good stamina. He hasn’t gained that much experience yet, but I believe he has everything ahead of him."

Khaniev, making his debut at 97kg internationally, sprung a surprise when he defeated Snyder 10-4, using some crafty counters in the second period. He also defeated Magomedov in the semifinals.

Abdulrashid SADULAEV (UWW) completes a fireman's carry move. (Photo: United World Wrestling / Amirreza Aliasgari)

However, Sadulaev isn't reading much into Snyder's loss as the U.S. wrestler had lost to Arash YOSHIDA (JPN) in Tirana but went on to win the world gold in September.

"At tournaments like this, he [Snyder] usually doesn’t come in at peak form the way he does for the World Championships or the Olympic Games, where he’s been in his best shape," Sadulaev said. "So this loss doesn’t really say much. Maybe he will win the next World Championships."

The World Championships in Manama, Bahrain is scheduled in October and there is a good chance that both Sadulaev and Snyder will be there. But Sadulaev is hoping for a more decorated field.

"If everything goes well and I make it for the World Championships, four Olympic champions could compete in this weight class [in Bahrain] -- Hassan YAZDANI (IRI), Kyle [SNYDER] and Ahmed TAZHUDINOV (BRN) and myself, and other medalists," he said. "I think it will be the most competitive and exciting weight category."

Sadulaev, in his subtle humor, would go on.

"It’s hot enough there [Bahrain], but I think at the World Championships, it will be even hotter."

United World Wrestling together with N3XT Sports begins the digital transformation process

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'Important Gold’: Sadulaev Relishes Successful 97kg Return