#WrestleBelgrade

Wrestling scores big at World C'ships with 706 percent jump in engagements

Tuesday, October 4, 2022 - 20:21 By United World Wrestling Press

Share this article

CORSIER-SUR-VEVEY, Switzerland (October 4) -- Wrestling scored big both on and off the mat during this year’s UWW World Championships in Belgrade, Serbia, recording a staggering growth in viewership and engagement numbers digitally. Fans watched twenty-seven million minutes, close to 10 million page views on the mobile app, and a massive 706 percent jump in social media engagements in the last year.

The 2022 edition of the UWW’s flagship event, held September 10-18 was the first digitally-focussed World Championships. Special emphasis was laid on providing a high-quality fan experience that was easy to navigate and, at the same time, engaging to follow on the website, app, and various social media platforms. And the athleticism of the wrestlers drove the digital consumption, with wrestling recording impressive numbers across all platforms.

"The latest numbers from the World Championships show the importance of digitalization and with the current times, UWW is moving into the digital era," Nenad LALOVIC, UWW President, said. "The growth is reflected by the increased engagement across UWW’s new digital platforms and social media channels. This year's World Championships and the millions of fans who watched, interacted, or helped us grow, have laid the foundation for expanding the federation's digital potential."

Be it the UWW website, mobile app, the new streaming hub, or social media platforms such as TikTok, Facebook, Twitter, and Instagram, wrestling showed impressive year-on-year growth compared to last year’s World Championship on different metrics, such as social media growth, total views, total minutes and time spent on the web.

“We made the digital jump during these World Championships and the results validated our initial projections that now was the time more than ever to invest into a more robust digital experience across UWW platforms,” Gordon Templeman, UWW Commercial and Communications Director said. “There was tremendous benefit from a consolidation of tools that are more interconnected than ever before. We made an initial push in a short period of time and are optimistic for continued growth.”

Key highlights from the data analysis are:

* 27 million minutes were watched during the World Championship on the new video streaming hub, which gave the fans control of the viewing experience due to its multi-view option;

* The new UWW mobile app received 9.77 million page views and an average of 13 minutes and 46 seconds per session were spent, which is roughly equivalent to one bout. The high numbers meant the app topped the sports categories in app stores in key UWW markets;

* The total social media engagements surpassed 6.2 million in September, up by 706 percent since the 2021 World Championships.

Apart from these, the average time spent on the website grew by 41 percent to seven minutes, and the total page views across the website and mobile app were recorded at close to 19 million.

"Data is key to delivering digital experiences that fans want," Hisham Shehabi, COO, N3XT Sports, said. "Therefore, a diverse digital ecosystem helps augment fan intelligence capability. With 500 social media posts, millions in streaming viewership, and increased overall engagement, UWW's ability to customize the user experience has grown."

The massive growth is a direct consequence of the path-breaking steps taken by the UWW in the last few years under the leadership of President Lalovic. The UWW has identified and prioritized digital transformation as one of the five pillars for its 2022-2026 Strategic Plan, which was presented and approved at the 2021 UWW Congress.

UWW has taken several steps aimed at improving the fan experience and increasing the value to its partners to become future-proof and modernize further. A new mobile app was launched along with a video hub, which offered features like the multi-functionality view during the live streaming. This is one of the best examples of fan-led design and development as this was in direct response to the fans’ behavior while streaming.

“We focused our efforts on digital tools that would improve the competition for our fans and those at the competition. Launching an App, developing a video hub and putting in motion an audience database was a challenge, but the World Championships were too big of an opportunity not to start in this new digital direction,” said Sebastien Guenat, UWW Director of IT.

The 2022 World Championships also helped the UWW to establish itself as a true media and entertainment content house, creating more than 500 posts during the World Championships for use across its channels.

All these initiatives have helped the UWW establish a direct relationship with the fans and expand the digital footprint, as evident from the latest figures.

#WrestleBelgrade

Aitmukhan: From a volunteer at World Championships to Kazakhstan's first world champ

Tuesday, September 19, 2023 - 15:31 By Vinay Siwach

Share this article

BELGRADE, Serbia (September 19) -- Daulet NIYAZBEKOV (KAZ) was hoping to become Kazakhstan's first-ever Freestyle world champion when he reached the 65kg final at the World Championships in 2019. He failed after losing to Gazdhimurad RASHIDOV.

In that final, Rashidov took a bleeding timeout. A volunteer, Rizabek AITMUKHAN (KAZ), ran out to clean the blood dropped on the mat. Little did Niyazbekov or Kazakhstan know that the tall volunteer would go on to achieve what Niyazbekov failed to.

Born in Kyzyltu, a village with only 600 people in the northern region of Kazakhstan, Aitmukhan became the central Asian country's first-ever world champion in Freestyle on Monday as he defeated Osman NURMAGOMEDOV (AZE) in the 92kg final in Belgrade, Serbia.

In a thrilling final, Aitmukhan made a comeback after being down 2-0. He scored a stepout and caution with 30 seconds left. His criteria lead was threatened by Nurmagomedov in the final second when he almost scored a pushout. But Aitmukhan pushed the Azerbaijan wrestler out of bounds and won 6-2.

"The final match was very intense and tough," Aitmukhan said. "I noticed that he was getting tired. I used that moment and snatched the victory. We work hard, but all the success comes from God."

This victory was after five other wrestlers from Kazakhstan had tried to win the elusive Freestyle gold in the country's wrestling history to check out another box. With a Freestyle world champion, Kazakhstan is now without a world champion only in Women's Wrestling.

Aitmukhan's gold medal was also the first for Kazakhstan at the World Championships since Mkhitar MANUKYAN's (KAZ) won the last one in 1999 in Greco-Roman.

"This victory is the biggest in my life," Aitmukhan said. "I’ve been working for it for so many years. I would like to dedicate this win to my country and to my grandmother, she would have been 81 years old today [Monday]. But she passed away 3 years ago. This victory means a lot to me."

Back in 2019, Aitmukhan was the fourth-placer at the World School Combat Games and later won bronze at the U15 Asian Championships. He competed at the U23 Asian Championships as a 17-year-old and won gold at 92kg. Four months later, he was at the U23 World Championships but lost to Amirhossein FIROUZPOUR (IRI) in the first round and to Feyzulla AKTURK (TUR) in the bronze medal bout. Akturk also defeated him in the bronze medal bout at the 2023 Ibrahim Moustafa Ranking Series.

But as fate would have it, he would return to Astana in April this year, for the Asian Championships and enter the final. The 19-year-old finished with a silver medal against another teenager Arash YOSHIDA (JPN). He stepped on the top of the podium at the U23 Asian Championships before adding bronze at the Budapest Ranking Series. In an agonizing close U20 World Championships final in Amman in August, he finished with a silver medal.

The run in Belgrade saw him beat European champion Akturk 11-0 in the quarterfinals and returning bronze medalist Miriani MAISURADZE (GEO) 8-1 in the semifinals.

For a wrestler who began only in 2014, the success meant that he was on the path to achieving something historic. Ironically, he had no liking for the sport as well.

"My dad made me wrestle by force nine years ago," he said. "I didn’t want to train at all, by the he made me do that. And then I liked it. And now, 9 years later I am a world champion, the first one in Kazakh history. I think it’s not a bad result for a 19-year-old."

The losses at the Asian and U20 World Championships fueled Aitmukhan's effort to win the gold in Belgrade.

"In the Asian championships final and in U20 Worlds, there was that moment when I had to push myself. But that wasn’t enough," he said. "This time I felt the same during the match. I realized that if I didn’t do it now, I might not ever get this chance again. So, I tried my hardest and I did it."

Now that one goal is achieved, Rizabek will move to the Olympic weight class of 97kg. 

"We’ve decided that it’s the last world championships in this weight class, next year I’ll move up to the Olympic weight 97kg," he said. "I’ll wrestle for an Olympic spot. I will try to become an Olympic champion."