#WrestleBelgrade

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

By United World Wrestling Press

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.

#WrestleParis

Women's Wrestling at Olympics: 20 years strong

By United World Wrestling Press

PARIS (July 8) -- Inside an academy located in the middle of a farm at a village in Haryana, the northern Indian state that’s the country’s wrestling capital, a bunch of teenage girls had scribbled the name of their hero on a wall – Helen MAROULIS (USA).

When women’s wrestling made its Olympic debut, some of these girls were not even born. There were no roads leading up to the academy where they trained until a few years ago — the best way to reach the academy was on foot from the nearest highway exit point roughly a couple of miles away. And internet connectivity was patchy at best.

Yet, the story of Maroulis’s dominance had traveled to this far-flung village and became a part of the folklore. Few stories illustrate better the impact and the reach of women’s wrestling.

In less than three weeks, the eyes of the entire sporting – and wider – world will be fixed on Paris when the Olympic Games get underway. On the mat at the Grand Palais Éphémère in Champ de Mars, more stories of inspiration will unfold, paving the way for many young wrestlers to follow in the footsteps of their heroes.

At the Paris Olympics, women's wrestling will celebrate its 20th year of being at the Games. Back in 2004, when it was included in Athens, there were only four categories. In Paris, as was the case in Tokyo, there will be six — the same as Freestyle and Greco-Roman.

The 2024 Games will also be significant for the officials. As many as 11 female referees will be part of the officials. Back in 1988, it was only one.

AthensWomen's Wrestling at the 2004 Athens Olympic Games. (Photo: United World Wrestling / Martin Gabor)

Wrestling at the Paris Olympics will also be a symbolic occasion given the key role France played in the evolution of the women’s game. It was at Pas-de-Calais where women’s wrestling took one of its first steps. A club in Calonne-Ricouart was the first to open its doors to women in 1971.

From this tiny space in a region roughly three hours from Paris, women’s wrestling spread in other parts of France before it became a popular activity in the rest of the world.

The seeds that were sown in France have blossomed in countries across the world. As women’s wrestling traveled to Beijing, London, Tokyo and now arrives in Paris – following the journey that began in Athens – it left behind immaculate footprints for young, aspiring children to follow.

Tayla FORD (NZL)Tayla FORD (NZL) is the first wrestler from New Zealand who will compete at the Olympics. (Photo: United World Wrestling / Amirreza Aliasgari)

Next month, when the competition gets underway in the French capital, history will be in the offing as Tayla FORD (NZL) will become the first female wrestler from her country to make it to the Olympics.

Ford’s story is one of sheer perseverance, not just hers but even of those around the wrestler. Her father, a high school wrestler, got Ford into wrestling after it was included in the Olympics programme. He had a mat installed in their garage and every day, the father and daughter trained.

In a way, Ford’s story is similar to the wrestlers from the Olympic women’s wrestling’s undisputed powerhouse, Japan.

The queen of wrestling, Saori YOSHIDA (JPN), began her journey in the same way. Before she went on to win every title there was to win – three Olympic gold medals, 13 World Championship titles, four Asian Games and Asian Championship gold medals each – Yoshida learnt the art at home.

Her father built a dojo at home where Yoshida, began to wrestle before she could even run properly. The rest, as they say, is history. The rise of Kaori ICHO (JPN), who went 13 years without a loss, followed a similar arc. And so do the stories of the other Japanese women, from Risako KAWAI to Yui SUSAKI.

Not to forget Icho, who won four gold medals at the Olympics, becoming the first Olympic athlete to win four golds in the same individual sport.

In Athens 20 years ago, Japan won only 2 gold medals. Since then, they have won 13. This level of dominance is rare to see in any sport. One of the few countries that’s consistently come close to challenging Japan’s dominance, and been a thorn in their flesh when it comes to a clean sweep of gold medals, is the USA.

Remarkably, the USA did not even compete at the World Championships until 1989, two years after the first edition for women took place. But once they landed on the scene, they took everyone by storm.

Afsoon JOHNSTON (USA) – who won a bronze medal – Asia DEWEESE (silver) and Leia KAWAII (silver) finished on the podium in 1989 and became sort of the pioneers of women’s wrestling in the US. Since then, there hasn’t been a time when the athletes from the Olympic powerhouse haven’t been among the medals.

The rise of women’s wrestling in the US is also a fascinating story, with nearly 50,000 girls competing in high school championships last year. Those young girls saw the wrestling stars from the country on television and decided to tread the same path they’d chosen.

A major reason for the surge in popularity in the US has been wrestlers like Maroulis. Her gold medal at the Rio Olympics in 2016 – the first American woman to achieve that feat – is seen as one of the big milestones that gave the sport a massive push.

Maroulis’s feat didn’t just inspire children in the US. The story traveled the world over, including a remote village in India. If anything, it showcased the sport’s transcending influence.