#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.

#WrestleBelgrade

Armenia in line for strong World C'ships with young stars

By Vinay Siwach

BELGRADE, Serbia (September 1) – Soon after finishing with a silver medal at the Tokyo Olympics, talks of Artur ALEKSANYAN (ARM) moving away from the sport were ripe.

His last world title came in 2017 and his battles with injuries, along with the rise of Musa EVLOEV, denied him standing on top of the podium in two World Championships and the Olympic Games.

Fast forward one year to the World Championships in Belgrade, and Aleksanyan's return to the mat surprised quite a few in the wrestling world. After a 13-month hiatus from competition and a year of relentless rehabilitation, he emerged victorious, reclaiming his throne with a gold medal in the 97kg category.

"That’s my fourth world gold," Aleksanyan said in Belgrade. “For two years I couldn’t make it because of injuries. After the Olympic Games, I took a year break and treated them all."

In two weeks' time, the 31-year-old will be in Belgrade again, hoping to defend his world title as he now prepares to reclaim his Olympic title in Paris next year.

But Aleksanyan isn't the only one hoping to raise the Armenian flag in Belgrade. A trio of Armenian wrestlers, each carrying their own dreams and determination, seek a world crown and Olympic qualification.

Malkhas AMOYAN (ARM)Malkhas AMOYAN (ARM) is a returning bronze medalist from 77kg. (Photo: UWW / Kadir Caliskan)

European champion Malkhas AMOYAN (ARM) is among the favorites to win the gold at 77kg while in Freestyle, Arsen HARUTYUNYAN (ARM) at 57kg and Vazgen TEVANYAN (ARM) at 65kg are aiming to give Armenia its first Freestyle world champion in a decade.

Amoyan won the world title in 2021 in Oslo but moved to the Olympic weight class 77kg next year, earning a bronze medal. Harutyunyan and Tevanyan both were at the Tokyo Olympics but returned empty-handed.

While Tevanyan rose to prominence before Tokyo by beating the likes of Haji ALIYEV (AZE) and Iszamail MUSZUKAJAEV (HUN), Harutyunyan transformed himself after Toyko. He won his first world medal in Oslo and added another last year.

At the U23 level, he won back-to-back gold medals at the World Championships and earlier this year, he became the European champion at 61kg after beating 57kg world champion Zelimkhan ABAKAROV (ALB).

Tevanyan, too, has won the European Championships and the U23 World Championships but is still searching for his first World Championships medal after finishing seventh last year.

Amoyan made a dream debut at 77kg, winning the European title in 2022 and defending it this year. He lost to Zoltan LEVAI (HUN) at the 2022 World Championships but won a bronze medal through repechage.

The three do not have the credentials Aleksanyan had at the age of 25 years but are among the best in their weight classes. Aleksanyan was an Olympic champion by then, only the second in Armenia's history, a two-time world champion, and already a superstar.

A lot of that has to do with where Aleksanyan was born -- Gyumri.

“Gyumri is not a big city but we have five Olympic champions who grew up here,” Aleksanyan says. “We have many worthy athletes in different sports.”

A historical city in north-west Armenia's Shirak province, Gyumri has given the country many sporting heroes, artists and scholars. It has been a center of the country since old times and is known by different names.

UWW's Athlete Commission's President Arsen JULFALAKYAN (ARM), who won a silver medal at the 2012 London Olympics and a Gyumri native, explains the importance of the city for Armenia and its sports.

“It became a developing city in times of the Russian empire when Armenia was a part of it,” Julfalakyan said. “The city became host to large numbers of Armenian refugees fleeing the Armenian Genocide, in particular hosting 22,000 orphaned children in around 170 orphanage buildings. It was renamed Leninakan during the Soviet period and became a major industrial and textile center in Soviet Armenia.

“Exactly in that period began the popularization of sport in all of Armenia, and especially in Gyumri. That was the philosophy/policy of the country during that period. Not only sports, but also education, science, and culture became very important. Wrestling, weightlifting, boxing, and judo were the first sports most popular among the youth. And in wrestling, Greco-Roman style. That’s the reason nowadays in Gyumri most of the elite wrestlers are Greco Roman”

That popularity can be explained as the city was also the center of Armenia's traditional wrestling Kokh. The style is divided into two styles, Lori Kokh and Shirak Kokh. Shirak is the province in which Gyumri falls while Lori is the neighboring province bordering Georgia. Ironically, Shirak Kokh allowed wrestlers to grab the legs of the opponent. In Lori Kokh, a wrestler can only throw grabbing the costume of the opponent.

In 1988, Gyumri lost one-third of its population after a devastating earthquake. Yet, the city keeps producing sports champions apart from the various artists and scholars it has given.

“In Seoul Olympics 1988, Gyumri gave Armenia one gold in Greco-Roman (Levon JULFALAKYAN) and one silver in weightlifting,” he says. “Unfortunately, the devastating earthquake in 1988 ruined almost 80% of the city.”

Wrestlers like Aleksanyan, current Greco-Roman head coach and Armenia's first Olympic gold medalist Levon JULFALAKYAN (ARM), Arsen JULFALAKYAN (ARM), Armen NAZARYAN (ARM), Aghasi MANUKYAN (ARM) among others grew up in those times with little to no facilities to train. Yet, they made it a wrestling powerhouse.

“Times were really vulnerable. Participating in sports and coaching was considered heroic. No salary, no heating and no hot water in sports halls. Sometimes even no light. But we resisted. How? Hard to say. I think it’s just in the nature of the nation with its ancient history.

“In the 2000s, many sports halls were built or reconstructed. But then the process was stopped and for sure it wasn’t enough. Right now, what we have in Gyumri and in Armenia is not enough and not close to the international level.”

Given Gyumri's history, Aleksanyan was bound to be a champion. In one of the many YouTube videos available about his wrestling career, Aleksanyan talks about the dilapidated training school he began his wrestling career. Photos of the training school and its dire condition went viral soon after Aleksanyan won the gold in Rio. Broken walls, missing equipment from the gym, and dirty toilets were making the news.

“Some people don't believe me when I say that I train there when I am in Gyumri,” Aleksanyan had told VNews four years ago. “It's sad but true. Training there makes me stronger as I grew up here.”

For 18 years, Aleksanyan sweated it out in that workaround training hall before moving to Yerevan. His family still stays in Gyumri.

Arsen HARUTYUNYAN (ARM)Arsen HARUTYUNYAN (ARM) defeated world champion Zelimkhan ABAKAROV (ALB) to win the European Championships at 61kg. (Photo: UWW / Kostadin Andonov)

Harutyunyan and Tevanyan were not born in Gyumri. They were raised in Ararat, a province in southeast Armenia, diagonally opposite Gyumri and the Freestyle center of Armenia's wrestling.

“From the beginning of developing sports in Gyumri, the main focus was on Greco-Roman. The coaches mostly were of that style,” Julfalakyan said. “And vice versa, in city Vanadzor (Kirovakan) or the cities of the Ararat valley mostly are concentrated in Freestyle. Another reason might be the plains in Ararat and the highlands in Gyumri. By the way, last few years freestyle wrestling in Armenia has grown very fast.”

The province has given Armenia some of the finest Freestyle wrestlers including Armenia's only Freestyle Olympic medalist Armen MKRTCHYAN (ARM), three-time world champion Arayik GEVORGYAN (ARM), Aram MARGARYAN (ARM) and Martin BERBERYAN (ARM).

Both Harutyunyan and Tevenyan will look to continue that tradition in Belgrade.

At 57kg, Harutyunyan will have to navigate a strong field that includes defending world champion Abakarov, 61kg world champion Rei HIGUCHI (JPN), Asian champion AMAN (IND), the United States's Zane RICHARDS (USA), European champion Aliabbas RZAZADE (AZE), Wanhao ZOU (CHN), Suleyman ATLI (TUR) and Gulomjon ABDULLAEV (UZB) among the top names.

Higuchi defeated Harutyunyan at 61kg last year but Higuchi's struggles at 57kg have been well documented. Harutyunyan possesses the attacks to beat the best and can go into a shell to defend his lead as he did to beat Abakarov in Zagreb. But Aman, Abdullaev and Zou can be the surprise he does not want.

“I am the type of person who likes difficulties, I like to do what people think is impossible,” Harutyunyan said. “All wrestlers are strong and equal. On that day, whoever is well prepared, really wants to win, will win.”

Tevanyan also has a stacked field with defending world champion Rahman AMOUZAD (IRI), Olympic champion Takuto OTOGURO (JPN), Tulga TUMUR-OCHIR (MGL), Aliyev, Muszukajaev, Umidjon JALALOV (UZB), Nicholas LEE (USA), Erik ARUSHANIAN (UKR), Alejandro VALDES (CUB) being some of the names entered.

Tevanyan blew hot and cold last year but won the Ibrahim Mustafa Ranking Series and the European title this year. With wins over most of the names at 65kg, Tevanyan will fancy his chances. His sturdy build along with the strength he brings should be enough to go past many in the field.

If Amoyan wants to join Aleksanyan on the podium, he will have to dig deep as the 77kg weight is arguably the best. World champion Akzhol MAKHMUDOV (KGZ) leads the field along with Zoltan LEVAI (HUN), Yunus EMRE (TUR), Aik MNATSAKANIAN (BUL), Viktor NEMES (SRB), Alexandrin GUTU (MDA), Mohammadali GERAEI (IRI), Hyeonwoo KIM (KOR) and Kamal BEY (USA).

Though he has suffered losses to both Makhmudov and Levai, Amoyan will back himself as Levai's form has dropped significantly and Makhmudov has lost twice since becoming the world champion. His incredible run for the 72kg gold in Oslo saw Amoyan dominate his opponents and a year since his bronze in Belgrade, Amoyan should have the strength as well to wrestle heavier wrestlers.

Apart from the three youngsters, Aleksanyan will be the favorite to bring home the gold medal. The returning world champion is going for his fourth Olympic cycle which only adds pressure.

In Belgrade, Aleksanyan will have to face a strong 97kg field which includes former world champion Mohammadhadi SARAVI (IRI), Artur SARGASIAN (AIN), Kiril MILOV (BUL), Arif NIFTULLAYEV (AZE) and even veteran Rustam ASSAKALOV (UZB).

Aleksanyan will start as the favorite even in such a tough field. No doubt it will be a challenge for his body to wrestle three consecutive barn-burners, especially when the White Bear is a month away from his 32nd birthday.

“My motivation is hearing the Armenian national anthem and raising the Armenian flag one more time during the Olympic Games,” he said. “This cycle is different from my first Olympic experience which took place in London in a way that I have three Olympic medals and am more experienced.”

With experience, youth and will on their side, the Armenian stars, unless things go completely haywire in Belgrade, would dream of podium finishes and book their spots for the Paris Olympics where Armenia is looking to end a 28-year wait for a Freestyle medal.

And the first seeds of that dream would be sowed in Belgrade through Harutyunuan and Tevanyan.

“Our boys prepare very well,” Harutyunyan says. “Malkhas is a very knowledgeable and hardworking athlete. I believe that he can become the world champion this year. Artur is the pride of our nation and we all take an example. He has proved very tirelessly that he is the best and I am sure that he will prove himself the champion.”