#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.

#WrestleBratislava

Valiev tops Sidakov; Uguev, Ramazanov win European golds

Wednesday, April 9, 2025 - 23:16 By Vinay Siwach

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BRATISLAVA, Slovakia (April 9) -- It took Chermen VALIEV (ALB) five bouts, a tense European Championships final, a challenge decision in his favor and a some incredible skill but he finally managed to beat world champion Zaurbek SIDAKOV (UWW).

Valiev and Sidakov clashed in the final of the European Championships in Bratislava on Wednesday, and the Albanian came out as a 4-2 winner, winning for the first time against Sidakov in five bouts and becoming a European champion at 74kg.

"I've faced Zaurbek before," Valiev said. "Until now, he always came out as the winner. Today, I managed to win, and I'm really happy about that. Zaurbek and I have been good friends since childhood, I have a lot of respect for him. But today, I guess luck was more on my side."

Chermen VALIEV (ALB)The final sequence between Chermen VALIEV (ALB) and Zaurbek SIDAKOV (UWW) which resulted in a Valiev win. (Photo: United World Wrestling / Kostadin Andonov)

The two last clashed in the Russian National Championships which Sidakov won 3-2. But Valiev has since moved to Albania, won a bronze medal at 74kg at the Paris Olympics and emerged as one of the biggest names at 74kg.

Sidakov, world champion in 2023 at the weight class, had wrestled at the European Championships once before -- in 2016 at 70kg but did not win a medal.

In the final, Sidakov held the criteria lead 1-1 when Valiev was put on the activity clock again but he managed to drive Sidakov out of bounds during the 30-second period and get a point for a 2-1 lead.

With 50 seconds left on the clock, Sidakov went for a deep ankle pick, but got countered by Valiev for two-point exposure. Both continued the scramble and Sidakov managed to get a reversal for one point. However, it was initially scored two points for Sidakov which made it 3-2 for Sidakov before the referees awarded two for Valiev and a reversal point for Sidakov. That made the score 4-4 with Sidakov leading on criteria with six seconds remaining.

However, Albania challenged the call and on review, the 44-second scramble was awarded as two points for Valiev and a reversal point for Sidakov which gave Valiev a 4-2 lead to defend which he did. Sidakov limped off the mat which was later confirmed as a knee injury.

"The final was really tough for me, very intense match right up until the last second," he said. "Even at the end, it wasn’t clear who would get the score. But the score was given in my favor. I prepared hard and gave it 100 percent, put everything into my training. And today, God rewarded me with a gold medal."

Valiev, a former world U23 champion, is now focused on winning the senior world title and said that the gold medal in Bratislava will be a motivation to win in the Zagreb event in September.

"I’ll start preparing for the next competition," he said. "The main goal this year is the World Championships, and I hope to get there healthy and ready. I’ll keep that gold medal in my mind and keep pushing forward."

With that loss Sidakov, Tokyo Olympic champion at 74kg, suffered his first since 2018 when he lost Hetik CABALOV (SRB) in the Ivan Yaryguin Ranking Series.

While Sidakov suffered a loss, fellow Tokyo Olympic champion Zavur UGUEV (UWW) pulled off another last-second thrilling win over Arsen HARUTYUNYAN (ARM) to win his first-ever European gold medal.

Uguev, who was struggling with form in recent past and finished without a medal at the World Championships last year, rebounded with a 7-5 victory in the 61kg final to win gold.

"I’m truly happy," Uguev said. "I had even forgotten what it feels like to be called up to the top of the podium."

The final got off to a mesmerizing start with Uguev suplexing Harutyunyan during the Armenian's activity period. He was awarded two points for the move but he challenged for four points but lost, making the score 3-1.

In the second period, Uguev tried to pass behind for a takedown but Harutyunyan got hold of his leg and tripped him for four points to claim a 5-3 lead. Uguev was not giving up though. As Harutyunyan tried pushing him out, Uguev hit a underhook throw for two points to make the score 5-5 but Harutyunyan led on criteria for his bigger technique.

This was settled in the final minute when Uguev got on a single leg attack, elevated and finished with a takedown with 25 seconds left. He defended his 7-5 lead to win the gold medal.

"I had said it was going to be an interesting match and it really was," he said. "I got thrown unexpectedly early on and had to catch up. I was working, pushing forward, but I wasn’t worried — I believed I could close the gap, even though I couldn’t at first."

Uguev had three European medals, a bronze and silver, in the past having lost to Giorgi EDISHERASHVILI (AZE) in 2017 and 2018. But he came a two-time world and Olympic champion. 

"I was lying down and a thought came to me," he said. "I looked back and realized -- I didn’t actually have a European medal yet. And I thought, “Now it’s time. I have to win one.”

Since winning the gold at 57kg at the Tokyo Games, Uguev has two fifth-place finishes at the World Championships internationally. But with the win on Wednesday, Uguev put his hat in the ring for the world title later this year.

Denis TSARGUSH, who was in the corners of both Sidakov and Uguev, said that Sidakov's loss a bit difficult to digest.

"We performed well overall. It’s just that the final match with Zarubek left a bit of a bitter aftertaste," he said. "He could have won but Chermen also wrestled really well."

Magomed RAMAZANOV (BUL), Paris 2024 Olympic champion was also in action on Wednesday and he scored a thrilling 9-5 win against Mahamedkhabib KADZIMAHAMEDAU (UWW) in the 86kg final.

Kadzimahamedau was leading in 5-1 after he had scored two takedowns and Ramazanov got going only in the final minute. He scored a takedown with a leg-hold before turning Kadzimahamedau four times to make it 9-5. Ramazanov got Kadzimahamedau.

"All my thoughts were about winning — I really didn’t want to lose," Ramazanov said. "If the match had ended like that, without me giving it my all, it would’ve been incredibly disappointing. That’s why I switched into full gear — I wasn’t thinking about tactics anymore, I was just pushing forward. I would rate my performance around 6 out of 10. There were a lot of strong athletes."

Magomed RAMAZANOV (BUL)Magomed RAMAZANOV (BUL) gut wrenches Mahamedkhabib KADZIMAHAMEDAU (UWW) for the win in the 86kg final. (Photo: United World Wrestling / Kostadin Andonov)

With the win, Ramazanov won his second European title and he also avenged his 2019 79kg final loss at the European Championships.

"I wanted to avenge for past losses, but it wasn’t about proving anything," he said. "I just always try to choose the toughest opponents — especially the ones I’ve lost to before."

Dauren KURUGLIEV (GRE)Dauren KURUGLIEV (GRE) won his fourth European Championships gold medal. (Photo: United World Wrestling / Kostadin Andonov)

At 92kg, three-time European champion Dauren KURUGLIEV (GRE) added a fourth after he sneaked through the final against Osman NURMAGOMEDOV (AZE), 6-5.

Kurugliev, who also has a European Games gold medal, opened the final with an ankle pick for a takedown in the first thirty second of the bout and maintained till the break. There was no points scored in the bout until the last 25 seconds.

Nurmagomedov asked for a takedown but he lost the challenge which gave Kurugliev another point. He soon scored a stepout to cut the lead to 3-1 and as he tried to score another, Kurugliev circled and scored a go-behind as Nurmagomedov thought he completed the stepout.

A challenge would have helped Nurmagomedov at this point but he had already used it and Kurugliev's lead swelled to 5-1.

Nurmagomedov got a takedown with a ankle pick for two point and he got another point for Kurugliev's fleeing, making the score 5-4. The bout resumed in par terre with four seconds on the clock but Nurmagomedov failed to score a turn and lost the final.

 Giorgi MESHVILDISHVILI (AZE)Giorgi MESHVILDISHVILI (AZE) scores the winning throw against Solomon MANASHVILI (GEO) during the 125kg final. (Photo: United World Wrestling)

The European Championships had a different winner at 125kg in 13 years as Giorgi MESHVILDISHVILI (AZE) needed a buzzer-beating front body throw for four to defeat Solomon MANASHVILI (GEO), 7-7, in the final.

Meshvildishvili thus became the first wrestler not named Taha AKGUL (TUR) or Geno PETRIASHVILI (GEO) to win the 125kg gold medal since 2012.

Manashvili was  leading 7-3 with seven seconds remaining when Meshvildishvili scored a reverse exposure throw for four, awarded only after the Azerbaijan side challenged.

Giorgi MESHVILDISHVILI (AZE)Giorgi MESHVILDISHVILI (AZE) with Taha AKGUL (TUR) during the European Championships. (Photo: United World Wrestling / Kadir Caliskan)

The win also captured the Freestyle team title for Azerbaijan over Georgia. The two countries were tied at 94 points and the winner of 125kg would take his country to the top of the podium.

Meshvildishvili's win gave Azerbaijan 119 points for the top spot while Georgia was second with 114 points. Turkiye finished third with 73 points.

 

Photo

RESULTS

61kg
GOLD: Zavur UGUEV (UWW) df. Arsen HARUTYUNYAN (ARM), 7-5

BRONZE: Andrii DZHELEP (UKR) df. Dzmitry SHAMELA (UWW), 3-1
BRONZE: Zelimkhan ABAKAROV (ALB) df. Leomid COLESNIC (MDA), 11-0

74kg
GOLD: Chermen VALIEV (ALB) df. Zaurbek SIDAKOV (UWW), 4-2

BRONZE: Aghanazar NOVRUZOV (AZE) df. Ramazan RAMAZANOV (BUL), 6-4
BRONZE: Taimuraz SALKAZANOV (SVK) df. Murad KURAMAGOMEDOV (HUN), 3-0

86kg
GOLD: Magomed RAMAZANOV (BUL) df. Mahamedkhabib KADZIMAHAMEDAU (UWW), 9-5

BRONZE: Osman GOCEN (TUR) df. Sebastian JEZIERZANSKI (POL), 4-2
BRONZE: Artur NAIFONOV (UWW) df. Eugeniu MIHALCEAN (MDA), 10-0

92kg
GOLD: Dauren KURUGLIEV (GRE) df. Osman NURMAGOMEDOV (AZE), 6-5

BRONZE: Miriani MAISURADZE (GEO) df. Yaraslau IADKOUSKI (UWW), 5-0 
BRONZE: Feyzullah AKTURK (TUR) df. Ahmed BATAEV (BUL), 8-6

125kg
GOLD: Giorgi MESHVILDISHVILI (AZE) df. Solomon MANASHVILI (GEO), 7-7

BRONZE: Dzianis KHRAMIANKOU (UWW) df. Vlagyiszlav BAJCAJEV (HUN), 5-2
BRONZE: Kamil KOSCIOLEK (POL) df. Azamat KHOSONOV (GRE), 8-0