#DigitalTransformation

Going inside United World Wrestling's digital transformation

By United World Wrestling Press

CORSIER-SUR-VEVEY, Switzerland (November 10) --- Going inside United World Wrestling’s (UWW) digital transformation and innovation journey, this case study takes a closer look at the numbers behind wrestling’s first year of mobile and data adoption, including:

  • A step-by-step guide to UWW’s digital transformation and innovation journey
  • How UWW’s mobile app and video hub performed at their debut World Championships
  • Customer data analysis and why UWW opted to create its own CRM platform
  • N3XT Sports’ role in assessing UWW’s digital maturity and implementing a digital roadmap

Since adopting mobile and a dedicated video streaming service into its content distribution strategy, the federation witnessed significant engagement growth via its digital assets and social media channels, which in turn is helping the team foster a robust fan/stakeholder database. UWW is now able to customize performance-marketing campaigns based on individual user data and to strengthen subscriber conversion and retention across its digital-product portfolio.

CASE STUDY: Going inside UWW's digital transformation - N3XT SPORTS

#WrestleAthens

Olympic legend Icho returns to Athens to lead Japan’s next generation

By Vinay Siwach

ATHENS, Greece (August 2) -- In Athens, home of the Olympics, Kaori ICHO (JPN) is already one of the pantheon of greats.

Having once made history as an athlete here -- winning the first of four Olympic gold medals at the 2004 Olympics -- Icho now sets out to carve a new legacy, this time as coach to the next generation of Japanese talent.

In Athens, she is making her international debut as coach of the Japanese women's team at the World U17 Championships as she returns to the Ano Liossia Olympic Sports Hall, the same venue she won the Olympic gold.

"I have returned to this arena for the first time in 21 years," Icho told United World Wrestling. "I won an [Olympic] gold medal in this arena for the first time."

Icho, who ended her wrestling career in 2019, started coaching after the Tokyo Olympics. She has coached Miwa MORIKAWA (JPN) domestically as both Morikawa and Icho are recruited with ALSOK.

Japan managed to win only one gold medal in Women's Wrestling at the World Championships and finished third in the team race. While Japan is not used to finishing at that position in Women's Wrestling, the third-place highlighted that even Japan's second-tier team poses a significant challenge to the world.

The presence of Icho definitely helped the wrestlers, who were not only helped by her experience but the presence of the four-time Olympic champion motivated them.

Japan's world champion in Athens, Hanano OYA (JPN), said that watching Icho win her record fourth gold medal in Rio 2016 inspired her to take up wrestling.

"The reason I started wrestling was because of the 2016 Rio de Janeiro Olympics," Oya said. "It was when Kaori achieved her fourth consecutive victory, and I saw it on TV. I started wrestling myself, so I was very happy when she accompanied me and acted as my second coach, and I felt that I had to live up to her expectations."

Kaori ICHO (JPN)Kaori ICHO (JPN) coaches one of the members of the Japanese team. (Photo: United World Wrestling / Kadir Caliskan)

For Icho, not being on the mat and coaching from the corner was a different experience.

"I feel really strange being able to come back here as a coach," she said. "This tournament is the World Championships for those under 17 years old. I also became an Olympic gold medalist at this venue when I was 20 and I hope that the young athletes will work hard towards their Olympic dreams."

Back in 2004, the first Olympics when Women's Wrestling became part of it, Icho remembered the nervous and the excitement. The enjoyment, however, came only after she had won the gold.

"It was my first Olympics," she said. "I was very nervous and excited. I was here for about two weeks, from the opening ceremony to the closing ceremony. After winning, I went swimming in the Aegean Sea. It was a very enjoyable Olympics."

Kaori ICHO (JPN)Kaori ICHO (JPN) during a warm-up session of the Japanese team in Athens. (Photo: United World Wrestling / Kadir Caliskan)

When she landed at the airport in Athens on Monday, memories from the past came rushing back.

"I don't particularly feel it at the airport, but I wondered if it was this hot," she said. "I wondered what the venue will be like. I was reminiscing about 21 years ago."

Once at the venue, Icho was requested for photos from wrestlers and coaches which she obliged. With her first tournament as coach behind her, Icho is determined to work even harder as she prepares the senior Japan team for the World Championships in Zagreb, Croatia, this September.

"Coaches and players asked me to take pictures with them," she said. "I felt stronger coming here. I want to work harder as a coach."