#DigitalTransformation

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

By United World Wrestling Press

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.

#JapanWrestling

Ozaki powers to 4th career national title in return to 62kg

By Ken Marantz

Nonoka OZAKI works the lace lock during the women's 62kg final against high schooler Shirin TAKEMOTO. (Photo: Takeo YABUKI / JWF)

TOKYO (December 20) -- Having made an unintended move up to 68kg that still resulted in an Olympic medal, Nonoka OZAKI is back at 62kg. She can't say for sure that that's where she will be at the time of the next Olympics, but she's off to a good start in a bid to make that happen.

Ozaki, the only one of Japan's 11 medalists at the Paris Olympics entered in the Emperor's Cup All-Japan Championships, swept to the 62kg gold on Friday at Tokyo's Yoyogi No. 2 Gym for her fourth career national title.

The 21-year-old Ozaki, last year's 68kg champion, completed an unscored-upon run to the gold with a 10-0 technical fall over high schooler Shirin TAKEMOTO in the final to add to the 62kg titles she won in 2020 and 2021.

"I realize that to compete against the top wrestlers, I have to raise my level both technically and physically," Ozaki said. "It was a relief to come out with a win at this stage, but it also made me aware there are many things I need to work on."

In other highlights on the second day of the four-day tournament that is also serving as one of the two domestic qualifiers for next year's World Championships, three-time former world champion Haruna MURAYAMA needed a dramatic last-second victory at women's 55kg to win her first title in five years, and Katsuaki ENDO denied training room collegue's bid for a historic first by regaining the Greco 67kg title.

Ozaki was the world champion at 62kg in 2022 and seemingly on a fast track to Olympic glory when her plans were derailed by Sakura MOTOKI, who moved up from 59kg and snatched the Paris berth in the Olympic weight.

Ozaki famously made the daring decision to bump up all the way to 68kg, and it paid off when she scored a miraculous playoff victory over Ami ISHII at the buzzer for the ticket to Paris. There, she came away with a bronze medal -- below expectations, no doubt, but a solid performance nonetheless.

JPN4Paris Olympic 68kg bronze medalist Nonoka Ozaki scores a takedown in the women's 62kg final against Shinrin TAKEMOTO. (Photo: Takeo YABUKI / JWF)

The Emperor's Cup marked Ozaki's first competition since Paris, after which she took about two months off and comtemplated which direction she wanted to go. While Japan's other Olympic medalists are still recovering while enjoying the fruits of their labor, Ozaki said she came to the decision in October that it was time to get back into action.

"I really struggled with this decision," she said. "I was coming off the break, so I had to become resolved to do it. If I was going to enter, I didn't want to lose. That was the main thing.

"There was pressure that by coming back and entering the tournament, I was expected to win, and that's tough. But I lived up to the challenge and was in good condition, so I'm glad I did it. I put the Olympics in the past. It was a great experience, but I saw this as a making a new start."

Starting with a victory by fall over world U20 bronze medalist Nagisa ITO, Ozaki faced her toughest challenge in the semifinals from Misuzu ENOMOTO, who had won a bronze medal at the Korean Open in September. Ozaki was never in trouble in carving out a 4-0 win.   

The final was vintage Ozaki, as she scored a quick takedown against Takemoto and transitioned to a high-leg roll. From there, she moved down to a lace lock to make it 6-0, then added a takedown to go into the break up 8-0. She needed just 18 seconds of the second period to end the match with a quick shrug-by takedown.

"This tournament, I felt I was in the bracket with strong opponents leading up to the final," Ozaki said. "I thought the semifinal would be the mountain I had to get over. But anyone who makes it to the final will be tough, the key was to not let down my guard. This time it was a high schooler, and they have a lot of spunk and want to knock off those at the top. I remember back to when I was a high schooler. I fought hard with that in mind."

Ozaki makes no secret of her desire to get to and win the gold at the Los Angeles Olympics. She's just not sure in what weight class fate will put her.

"I'm not thinking yet that four years from now I'll be at 62kg, but my weight has come down from its peak and at this time it seemed that 62kg was the most suitable for me and that's what I entered here," she said.

"Looking at my next objectives, there is the Asian Championships next year, the [world] under-23 and qualifying for various tournaments. My goal is to be well prepared and come out with victories."

JPNHaruna MURAYAMA, top, bowls over Sowaka UCHIDA for a 4-point takedown in the final seconds of the women's 55kg final. (photo by Takeo YABUKI / JWF)

Murayama foils high schooler's upset bid

In women's wrestling in Japan, there always seems to be another new prospect coming on to the scene, and Murayama ran headlong into one of the latest rising stars, and only barely avoided a stunning upset.

Murayama, who had won her three world titles (2017, 2018 and 2023) under her maiden name of OKUNO, scored a 4-point takedown in the final seconds of the 55kg final for a 6-3 victory over 18-year-old world U20 champion Sowaka UCHIDA.

In a defensive battle, Murayama was leading 2-1 in the second period, with all of the points coming on the activity clock, when Uchida suddenly charged ahead and scored a stepout as Murayama defended with whizzer. A challenge was unsuccessful, putting Uchida up 3-2 with 11 seconds left.

Murayama was not to be denied and came out charging like a bull, managing to plow Uchida over backwards during the final ticks of the clock for the 4-pointer.

"If I could get one point, I would win, so I didn't need a takedown," Murayama said. "I pressed for one, but she's flexible and can keep from being forced out, so I thought I couldn't get her out. I felt her power making a stand, so I changed direction and got the points."

Uchida, a member of the JOC Academy that produced such stars as Ozaki, Yui SUSAKI and Takuto OTOGURO, had made a name for herself at last year's Meiji Cup All-Japan Invitational Championships, when she scored a stunning 11-9 victory over Emperor's Cup champ Moe KIYOOKA.

Murayama has arguably been the biggest victim of the depth of Japanese women's wrestling. First she lost out on a place to the Tokyo Olympics to Mayu MUKAIDA (now SHIDOCHI), then was pushed aside in the race to Paris by phenom Akari FUJINAMI.

JPN2Katsuaki ENDO launches a throw that was good for 2 points in the Greco 67kg final against Kaisei TANABE. (photo by Takeo YABUKI / JWF)

Endo intervenes in Tanabe's quest for history

A day after Kaisei TANABE successfully defended his freestyle 61kg crown, he set out to become the first wrestler to complete the national freestyle-Greco double in over 50 years. Endo had other ideas.

Endo, competing domestically for the first time since seeing his Olympic dream end with a loss in last year's final to Kyotaro SOGABE, denied Tanabe with a one-sided 8-0 victory in Friday's Greco 67kg gold-medal match.

Endo, last year's Asian Games gold medalist, had stepped away from the mat after his loss to Sogabe, who ended up winning the Asian qualifier to earn a ticket to Paris. Endo came back this fall and headed to the Bundesliga, where he compiled a 12-0 record despite sometimes competing in weight classes over 70kgs.

En route to Friday's final, Endo scored less-than-satisfying victories over a pair of 2023 world U23 bronze medalists, beating Chiezo MARUYAMA (who won a bronze at 63kg in Tirana) 3-2 and Haruto YABE 3-1 in the semifinals.

"My impression is that my matches were pretty disappointing,"  Endo said. "Last December, I lost here, after which I started thinking about my form and I took a long break. After that, I went over to compete in the Bundesliga for three months. This was the tournament where I was going to turn things around. But I didn't have a match that went as I had imagined and that was disappointing."

In the final, experience paid off for Endo, a graduate of Nippon Sports Science University where he still trains and where Tanabe is currently a student. Their paths do not cross very often as Tanabe focuses more on freestyle.

From par terre, Endo launched two throws that, while not putting Tanabe on his back, were good for two points each, then added a roll for a 7-0 lead. He clinched the technical fall with a stepout midway through the second period, regaining the title he won in 2021. He also won at 63kg in 2018.

Tanabe came up just short of becoming the first wrestler to win freestyle and Greco titles at the same All-Japan since 1973, when Mitsuo YOSHIDA won golds in the 100kg class of both styles. He went on to become a professional wrestler with the ring name Choshuriki.

Endo applauded Tanabe, whose father Chikara was a freestyle bronze medalist at the 2004 Athens Olympics and is currently one of the coaches at NSSU.

"I totally respect him," Endo said. "Kaisei is strong in freestyle and strong in Greco. It makes me a bit jealous. This was the final of the All-Japan, and it would have been disrespectful if I hadn't given it my all."

Asked if he also didn't have the urge to show Tanabe that he can't take Greco for granted, Endo replied, "There's a little of that. But once he takes the mat, he's one of us and I respect that."

One reason that there has not been a freestyle-Greco double achieved in so long is that for several decades, no wrestler thought to attempt it. There was no rule against it, but it was never encouraged.

No wrestler since the 1980s had entered both styles until last year, when 2022 world 70kg freestyle champion Taishi NARIKUNI did it as part of the quest to also become a world Greco champ, only to pull out of both due to an injury.

Along with Tanabe, among the 20 or so that tried this year was Waseda sophomore Leon KAKEGAWA, who for the second straight year came home with medals in both styles -- and the same ones, in fact.

A day after taking bronze at Greco 82kg, he secured the silver in freestyle 92kg, losing to Takashi ISHIGURO 5-0 in the final. Ishiguro had moved down from 97kg, where he won back-to-back titles in 2021-22.

JPN3Arash YOSHIDA gets in deep on a single-leg takedown against Yohei SHINADA in the freestyle 97kg final. (photo by Takeo YABUKI / JWF)

Yoshida continues dominance of upper weights

In other action, 2023 Asian champion Arash YOSHIDA, Japan's top hope to end a global medal drought in the men's upper weight classes,  won a second straight title at freestyle 97kg with a first-period victory by fall over Yohei SHINADA.

Yoshida, a junior at Nihon University, opened with a takedown, then took Shinada down again directly to his back before securing the fall at 1:49.

Yoshida's father is Iranian and runs the kids club in Chiba Prefecture, east of Tokyo, where he and his siblings got their start in the sport. Arash first showed his potential by winning the gold at last year's Asian Championships, where he beat an Iranian in the first round. He followed that by making the semifinals before placing fifth at the World Championships in Belgrade.

But he came up short in the Olympic qualifiers, showing he still has a way to go.

"Watching the [Olympic] matches, I gained the feeling that I'm not yet at that level. Both from the technical and physical aspects, there is still much that I need to do. I have to build my strength, then firm up my techniques, then I think I can get there. It's still an unknown world for me. Anyway, I need to practice more."

Since Akira OTA won a silver medal at freestyle 90kg at the 1988 Seoul Olympics, Japan has had only a handful of wrestlers over 90kg qualify for the Olympics, and none since London 2012.

Looking closer ahead, he is aiming for this year's Asian Championships and perhaps a chance meeting with one of the sport's newest stars.

"At the Asian Championships, I'm not sure, but the Olympic champion [Akhmed TAZHUNIDOV (BRN)] might be there. That would give me an idea of where I'm at, which I can take into the Meiji Cup and then on to the World Championships."

The Meiji Cup, to be held in June, is the second of the two domestic qualifiers for the World Championships.

Day 2 Results

Freestyle

92kg (16 entries)
GOLD -- Takeshi ISHIGURO df. Leon KAKEGAWA, 5-0
BRONZE -- Hiroto NINOMIYA df. Sorato KANAZAWA, 6-4
BRONZE -- Takato UCHIDA df. Yusuke SUZUKI by TF, 10-0, 1:45

97kg (9 entries)
GOLD -- Arash YOSHIDA df. Yohei SHINADA by Fall, 1:49 (6-0)
BRONZE -- Genki HOKI df. Ryusei FUJITA by Inj. Def.
BRONZE -- Takuma TACHIOKA df. Akinobu TAKEUCHI by Inj. Def.

125kg (13 entries)
GOLD -- Taiki YAMAMOTO df. Taira SONODA by TF, 10-0, 3:40
BRONZE -- Hosei FUJITA df. Koei YAMADA, 2-1
BRONZE -- Sota NAGANO df. Kaito UTSUNOMIYA, 5-1

Greco-Roman

67kg (17 entries)
GOLD -- Katsuaki ENDO df. Kaisei TANABE by TF, 8-0, 4:22
BRONZE -- Haruto YABE df. Chiezo MARUYAMA, 6-2
BRONZE -- Ryoma HOJO df. Taisei MAEDA by TF, 11-0, 2:24

72kg (13 entries)
GOLD -- Issei HONNA df. Yuji UEGAKI, 3-3
BRONZE -- Hajime KIKUTA df. Sanshiro ISHIHARA, 8-4
BRONZE -- Rei NAGAMATSU df. Kensaku ONO by TF, 14-4, 5:19

77kg (15 entries)
GOLD -- Kodai SAKURABA df. Shunsuke MIZUGUCHI by TF, 9-0, 1:38
BRONZE -- Shu YAMADA df. Isami HORIKITA by Inj. Def.
BRONZE -- Naoki KADODE vs Yuki AOYAGI by TF, 9-0, 1:56

Women's Wrestling

55kg (12 entries)
GOLD -- Haruna MURAYAMA df. Sowaka UCHIDA, 6-3
BRONZE -- Minami MARU df. Karen SASAKI, 6-4
BRONZE -- Ruka NATAMI df. Risa MOTOHARA, 3-0

62kg (10 entries)
GOLD -- Nonoka OZAKI df. Shirin TAKEMOTO by TF, 10-0, 3:18
BRONZE -- Hiyori MOTOKI df. Ayana HISHINUMA, 6-5
BRONZE -- Misuzu ENOMOTO df. Nagisa ITO by TF, 10-0, :59

72kg (7 entries)
GOLD -- Masako FURUICHI df. Sumire NIIKURA, 2-0
BRONZE -- Haruka KOBARU df. Yuka FUJIKURA, 3-3