#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

Saturday, September 3, 2022 - 12:50 By United World Wrestling Press

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COSIER-VEVEY (August 30) --- Our decision to undergo a digital transformation at United World Wrestling (UWW) can be dated back to as early as 2014 – a year after the federation was reinstated into the Olympic Program. As is the nature of digitalization and the importance of getting the timing and product launch just right, we’ve now entered year one of a new digital era at UWW following the launch of our very own mobile app, organic video hub, and customer relationship management (CRM) tool, in time for the Wrestling World Championships (10th to 18th September). 

The vision to revolutionize the sport was first tabled by our president Nenad Lalovic, who, since taking up the presidency in May 2013, has advocated change to the makeup of international wrestling and how we look to engage new fans and stakeholders. By putting digital transformation at the heart of our modernization, we are in the midst of the biggest transition our sport will experience in modern times and will certainly enhance the offering we provide to our fanbase, to our athletes, and to our national federations.

Now is the right time to do this. Why? There are many industries that have already gone through this process and is something we are seeing more across the sports industry. This is not something that can wait another five years before we look to instigate change. By then, it might be too late. As the Olympic Movement attracts new audiences, we have to stay ahead and modernize with the industry, in order to set new goals, and not to shy away from doing things differently.

The pandemic shone a light on the challenges that we faced as an international federation and some of the changes we needed to make. For example, we implemented distance-learning and webinars that brought our community closer together during trying times. This at large is how we plan to continue – to provide digital solutions, not only as a digital transformation “check-box”, but to help our national federations grow and bring about positive change to the sport of wrestling.

The exciting thing about digitalization is that it offers infinite possibilities. We can certainly provide a broader offering for our audience, but for our sponsors, national federations, and the grassroots of our sport, too. There are many different tools that will allow us to move forward and offer new opportunities to stakeholders. Digital transformation expands our ability to adapt to new trends and to leverage customer data that will influence how we distribute content. 

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

With the proliferation of D2C technologies, our fans have naturally spread across so many different platforms. In the past, we didn’t pay too much attention to what the individual consumer wanted. So, without a digital portfolio, we have been unable, until now, to stay connected with our growing fanbase. 

This observation has formed the basis for UWW’s  digital transformation and is already reaping rewards. Our investment strategy covers three key areas – mobile, video, and data capture – all of which are designed to bridge the relationship with our core and newcomer fans and the sport of wrestling. 

Without the means for a direct relationship with our audience, UWW has until recently been unable to engage fans retrospectively, nor have we been able to build their connection with our sport at a level of engagement we hope to achieve via our new mobile application and the video hub. By expanding our digital footprint, and taking ownership of customer data these platforms will collate, we can explore more easily our relationship with our audience via the CRM and tailor the D2C experience to the individual fan.

Before the launch of our latest products, in the past year, we have seen increased engagement from the followers of our sport. In the year leading to the 2022 World Championships, UWW social channels grew by 21 percent to more than 2.25 million followers, according to research carried out by Redtorch, including 78,500 new followers between April and June of this year. Going forward, by taking this direct-to-consumer (D2C) approach, we will be able to build audience engagement ahead of our flagship events, establish trust during the championships, and continue to build loyalty among our growing fan base.

The way we’re trying to operate today – not only as a service, but also as a video content provider – is to communicate directly with people, and extends to our partners, too. As well as serving fans who watch wrestling from their homes, our digital approach also enables us to provide more dynamic packages for sponsors, more content for broadcasters, and therefore richer, more entertaining, video content tailored for our audiences. 

This is UWW bringing that vision we laid out over the past decade to fruition. By improving the experience, we will provide a more consolidated, one-stop shop capable of delivering everything a passionate wrestling fan is going to be pleased with. Going forward, this will help us to engage new fans based on their interactions with our digital products and customize their experience from the moment they begin watching the sport and one that builds a rapport between UWW and its audience. This will serve us well for many years to come.

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Before we began our digital transformation, we set out a roadmap to ensure that our end-goal was clear. In year one, we’re focusing on our mobile app, video hub, and the CRM. But that’s just the beginning of the journey. By moving our operations to the cloud, it will allow us to scale our production without upsetting the quality for our subscribers. 

We want to attract larger audiences. Whereas, in the past, we haven’t been equipped to meet greater demand from the wrestling community, our digital transformation will unite our athletes, coaches, and stakeholders into an efficient, paperless ecosystem, whereby our national federations will be able to communicate ideas and solutions via a centralized home for wrestling. 

While exciting from the outside, I must be honest about our journey so far and the value we’ve drawn from external consultation. Digital transformation is certainly not something that organizations can take on alone. There needs to be resources in place and experts you can work with to set the right structure and roadmap in place to deliver on our transformation targets. 

In order to achieve our goals, we have been working alongside N3XT Sports since last year, and the team continues to provide the soundboard for building new ideas for digitalization and to identify the challenges and opportunities it will present us in the future. The entire working group at N3XT Sports – from the consultants, to the project manager to the designers and engineers – provide expert advice and know-how when it comes to understanding the long-term journey for digital transformation. 

From the moment we put ideas down in writing, through to the execution and delivery of our new digital portfolio, the entire working group has demonstrated the basis of change-management inside an international federation like ours. It’s important for a whole organization – and not only a handful of departments – to contribute to the project. In return, this helps align our vision as the global governing body with the realities of our regional partners, coaches, and athletes.

In doing so, we have learnt that digital transformation is a long-term commitment. Having taken the first and most important step on our journey, N3XT Sports and our strategists continue to envision how the decisions we make today will impact and open up new opportunities for the sport of wrestling in the future. This level of detail is vital if we want our digital transformation to be a success in the decades to come. We are very excited to be on this journey and look forward to inviting you to join us.

#WrestleSamokov

U20 Worlds: After two heartbreaks, Kassimbek is world champ

Monday, August 18, 2025 - 19:08 By Vinay Siwach

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SAMOKOV, Bulgaria (August 18) -- Yedige KASSIMBEK (KAZ) had lost two World U17 Championships finals, denying him the world champion tag.

He got his third chance to be a world champion on Monday at the World U20 Championships in Samokov and third time proved to be lucky for the Kazakhstan wrestler.

Wrestling a familiar opponent in Abolfazl MOHAMMAD NEZHAD (IRI) in the final, Kassimbek seemed in  no trouble during the six minute bout and captured the gold medal and his first world title with a 4-1 victory.

Yedige KASSIMBEK (KAZ)Yedige KASSIMBEK (KAZ) turns Abofazl MOHAMMAD NEZHAD (IRI) for match-winning two points in the 125kg final. (Photo: United World Wresting / Amirreza Aliasgari)

The 18-year-old had previously wrestled Mohammad Nezhad three times in his career and won all three. Kassimbek defeated the Iranian at the 2023 Asian U17 Championships, 8-1, in their first meeting. In 2024, he defeated him twice, in the semifinals at the World U17 and Asian U17 Championships, 4-3 and 2-2, respectively.

"I am very happy," Kassimbek said. "I have been waiting for this day for a long time, and I am glad [to win]. In the future, I will become an Olympic champion. I am already slowly preparing for this goal."

Mohammad Nezhad thought he may have a chance to change that record when he went up 1-0 in the final after Kassimbek failed to score after being put on the activity clock. But the second period was all about Kassimbek as he got a takedown and then turned the Iranian, wrapping Mohammad Nezhad's legs around his head, for two points.

The 4-1 lead and some defensive wrestling was enough for Kassimbek to win the final and claim his gold medal, making him the first wrestler to win the heaviest weight class at any World Championships.

Yedige KASSIMBEK (KAZ)World U20 champion at 125kg -- Yedige KASSIMBEK (KAZ). (Photo: United World Wrestling / Amirreza Aliasgari)

"Even though I have defeated the Iranian wrestler more than once, I take every opponent seriously," he said. "But when I stepped on the mat, I was confident in my victory."

While Kassimbek will have more age-group tournaments, he has ambitions to be at the senior level in quick time with some added strength and weight.

"I still have a lot of work ahead of me. I am still not strong enough," he said. "I need to work harder. I am eighteen years old, but I already want to compete at senior level, I just need to gain a little bit more weight."

PJ DUKE (USA)PJ DUKE (USA) celebrates after winning the 70kg gold medal in Samokov. (Photo: United World Wrestling / Amirreza Aliasgari)

U.S. wins 2 golds

Two returning bronze medalists from the U.S. -- PJ DUKE (USA) and Justin RADEMACHER (USA) -- upgraded their medals to gold.

Duke, a recent high school graduate, was the first world champion on Monday as he won a slugfest against Alexandr GAIDARLI (MDA), 7-5. Duke's gold comes a month he wrestles at the senior World Championships in Zagreb.

He scored the first five points against Gaidarli's one but the Moldovan a takedown and turn from Gaidarli made it 5-5 with him leading on criteria and 1:20 left on the clock.

Duke, however, remained composed and managed to get on a leg-attack and convert it into a takedown for a 7-5 match-deciding lead. Gaidarli's attempts to score at the end where easily negated  by Duke.

With the win, Duke denied Gaidarli a historic title which would have made him the first Freestyle world U20 champion since 1999 for Moldova.

PJ DUKE (USA)PJ DUKE (USA) scores a takedown over Alexandr GAIDARLI (MDA) in the 70kg final. (Photo: United World Wrestling / Kadir Caliskan)

"One thing I never really thought about, like obviously I've dreamed about winning a world title, but that feeling you get when you're on the podium when they're playing the national anthem. It's something I've never felt before and it's just so cool," Duke said.

Duke will have one month to rebound and wrestle in Zagreb, a competition much tougher than the U20 level.

"I got to definitely have a few things I need to tweak, easy fixes and minor technical changes," he said. "My body's is in good shape, I feel fine. I'm not too beat up on this."

Duke had to beat Yianni DIAKOMIHALIS (USA) in a best-of-three series to win the spot on the U.S. senior. While he celebrated his victory there, Duke had a subdued celebrations when he won in Samokov.

"The Final X was just a little different for me," he said. "I was definitely a bigger underdog there. It's just being on that senior team is my main goal. Coming from last year after losing the U20s. I just had to get that done. I tried not to show too much emotion but sometimes it's big deal, like final X, it comes out."

Justin RADEMACHER (USA)Justin RADEMACHER (USA) attempts a leg attack against Magomedgadzhi MAGOMEDOV (UWW) in the 97kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

Rademacher had a rather straightforward final against Magomedgadzhi MAGOMEDOV (UWW) at 97kg. The match was majorly a one-move finish as Rademacher got on a leg attack and forced Magomedov towards the zone before throwing him in danger for four points.

From there on, Rademacher was happy to play the clock while Magomedov, struggling with his conditioning, never really got a chance to score until a late stepout to get on the board.

European U23 champion Ismail KHANIEV (UWW) got his world title to his name after he won the 74kg final against Adilet AKYLBEKOV (KGZ). Khaniev blanked Akylbekov, 11-0, with a series of takedowns.

In the first period, Khaniev had two takedowns, a turn and a stepout to lead 7-0. He finished the bout quickly in the second period with takedown and an exposure to win.

"This was my goal for the year," Khaniev said. "I needed to accomplish it, and I did. I rate my performance at this tournament 4 out of 5 because there is always room to grow, I still made some mistakes."

Khaniev had a tough bracket to go through, wrestling returning silver medalist Ladarion LOCKETT (USA) and European U20 champion Manuel WAGIN (GER), a wrestler he recently lost to at the European U20 Championships.

"Against Lockett, I was focused and really wanted to beat him, just like the German wrestler to whom I lost at the Europeans," he said. "I was very well prepared for the match [against Lockett], and I managed to win with full confidence."

Ismail KHANIEV (UWW)Ismail KHANIEV (UWW) won his first world title on Monday. (Photo: United World Wrestling / Amirreza Aliasgari)

Khaniev had lost to Wagin in Italy, 5-4, in a close semifinal but their rematch in Samokov followed a different storyline as Khaniev won via technical superiority.

"At the U20 European Championships I wasn’t fully prepared, I had injuries, although that is not an excuse," he said. "Here I really wanted to take revenge, I prepared very hard, did everything possible on my side, and it worked out."

Khaniev called the 74kg weight class as the "royal" one and wants to continue his career in it for the time being.

"I believe that if I continue to work hard, then even in such a competitive weight class I will be able to withstand the competition," he said. "This is considered the 'royal' weight. It will be very interesting for me to keep competing in this weight, unless my weight increases and I have to move up to a higher category."

RESULTS

70kg
GOLD: PJ DUKE (USA) df. Alexandr GAIDARLI (MDA), 7-5

BRONZE: Nurlan AGHAZADA (AZE) df. Goga OTINASHVILI (GEO), 4-0
BRONZE: Ebrahim ELAHI (IRI) df. Abdoullah NAKAEV (FRA), 6-4

74kg
GOLD: Ismail KHANIEV (UWW) df. Adilet AKYLBEKOV (KGZ), 11-0

BRONZE: Dosszhan KUL GAIYP (KAZ) df. Raul CASO (ITA), 6-3
BRONZE: Kanata YAMAGUCHI (JPN) df. Ladarion LOCKETT (USA), 10-0

97kg
GOLD: Justin RADEMACHER (USA) df. Magomedgadzhi MAGOMEDOV (UWW), 4-1

BRONZE: Konstantine PETRIASHVILI (GEO) df. Ibrahim BENEKLI (TUR), 8-3
BRONZE: Samir DURSUNOV (KAZ) df. VISHAL (IND), via fall

125kg
GOLD: Yedige KASSIMBEK (KAZ) df. Abolfazl MOHAMMAD NEZHAD (IRI), 4-1

BRONZE: Yusif DURSUNOV (AZE) df. Levan LAGVILAVA (FRA), 3-1
BRONZE: Cole MIRASOLA (USA) df. Narantulga DARMAABAZAR (MGL), 12-2