#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.

#WrestleZagreb

Olympic champ Kusaka falls to Amoyan as Mirzazadeh repeats at 130kg

Friday, September 19, 2025 - 22:54 By Vinay Siwach

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ZAGREB, Croatia (September 19) -- The Zagreb World Championships has seen a number of Paris Olympic medalists humbled over the last six days.

On Friday, it was Greco 77kg champion Nao KUSAKA (JPN) who joined that growing list, after he was dealt a one-sided loss in the final by Malkhas AMOYAN (ARM).

Amoyan's thumping 9-1 victory gave him a second world title and the first at 77kg, a goal he had been working on for two years.

"I became a world champion back in 2021 [at 72kg], and it seemed very difficult for me to move up to this weight class," Amoyan said. "I really wanted to become world champion at 77kg.

"But for two years, I struggled with injuries, and nothing was going as it should. Thankfully, at this World Championships I was prepared -- mentally, physically, and functionally -- and by God's grace I managed to triumph and become a two-time world champion."

The win avenged Amoyan's 3-1 loss to Kusaka in the semifinals of the Paris Olympics, where the Armenian wrestler won a bronze medal.

In the three other weight classes contested, Iran had a wrestler in all three finals and came away with two golds, as Amin MIRZAZADEH (IRI) defended his title at 130kg while debutant Gholamreza FAROKHI (IRI) made sure that the 82kg title remained in Iranian hands.

The other gold medal went to Vakhtang LOLUA (GEO) at 55kg, giving Georgia its second world title in the last six years.

In the 77kg final, Amoyan, after defending from par terre in the first period, broke open the match in the second period from the par terre position. He lifted Kusaka and moved to the zone, loading to perform a suplex. However, he switched and slammed Kusaka to the mat with a reverse throw in front for four points.

Kusaka was also docked two points for a defensive foul while Amoyan was working on the lift, giving the Armenian a 7-1 lead. As the bout restarted in par terre, Amoyan once again lifted Kusaka and completed a correct throw for two points for a 9-1 technical superiority win over the Olympic champion.

Despite the one-sided final, Amoyan said that Kusaka was one of the strongest wrestlers he has ever faced in his weight class.

"Let me say, the Japanese wrestler I faced is one of the strongest in our weight category," he said. "With him, the only way to get through was by wrestling with full strength and giving everything to win. It seems that today was my day to confidently and firmly become the world champion."

The gold medal adds to two bronze medals the 26-year-old previously won at the Olympic weight class of 77kg. But Amoyan said that the real struggle to remain on top begins now.

"It will be very hard for me to keep it -- for that I must be able to train properly, be disciplined, so that I can keep the title," he said. "Honestly, I don't really understand what I'm feeling; I think when I return to my homeland I'll understand it."

Friday's loss was Kusaka's first since January 2024 which incidentally came in Zagreb at the Ranking Series event. But he said it will only serve as a motivation.

"The last time I lost was also in Croatia. Actually, there is no connection. At the very least, I feel that I am not nearly at my strongest," Kusaka said. "Conversely, instead of a close score, I was teched, so all I can do is acknowledge the defeat. I have to continue to make progress. I'm told there is still room for growth. From now, it will be my motivation to be blessed with such a rival. I can train keeping him in the back of my mind and next time, I will definitely win."

One of the areas of improvement which Kusaka has already identified is the par terre defense from which he gave up six points in the final.

"When it comes to ground defense, I'm a bit insecure, it's a weakness of the mind, a part of me that is a weak point," he said. "I always plan to not give up points. But I gave them up. Then I gave him a bonus by touching the leg during the move. That was the worst possible pattern."

Amin MIRZAZADEH (IRI)Amin MIRZAZADEH (IRI) is now a two-time world champion. (Photo: United World Wrestling / Kadir Caliskan)

Iran doubles up

Defending champion Mirzazadeh made sure there were no more upsets as he defeated Darius VITEK (HUN) 7-2 to win his second gold medal at the World Championships.

A gasp went through Arena Zagreb when Vitek scored a takedown after Mirzazadeh lost his balance after a throw and he quickly gained control. But Mirzazadeh reversed the positions and got one point to make it 2-1.

Mirzazadeh then added two stepouts in the first period to take the lead and go into the break leading 3-2. There were no more surprises in the match as Mirzazadeh scored a takedown soon after the whistle in the second period. Two turns were enough to give him a 7-2 lead which he defended to win the gold medal.

"Winning this gold and standing on top of the world's heavyweight podium makes me really proud," Mirzazadeh said. "I just hope my people are happy, too, because their joy is my joy."

Mirzazadeh brushed aside the opening takedown that Vitek scored on him, saying, "I think that's the nature of wrestling and these things happen. I'm glad I was able to wrestle well and come out on top."

With his second world gold medal, Mirzazadeh has clearly set himself apart from the field at 130kg. The real challenge can come domestically from multiple age-group world champion Fardin HEDAYATI (IRI), but Mirzazadeh is determined to rule the weight class for a long time.

"I'll keep giving it my all to improve every year, to raise my level, and to represent my country again and again," he said.  "My goal is to bring home world and Olympic gold medals and make my people proud."

Gholamreza FAROKHI (IRI)Gholamreza FAROKHI (IRI) celebrates after winning the 82kg final. (Photo: United World Wrestling / Kostadin Andonov)

While experienced Mirzazadeh repeated as champion, debutant Gholamreza FAROKHI (IRI), who won the Zagreb Open Ranking Series gold in February at the same arena, showed no nerves in blanking Gela BOLKVADZE (GEO) to win the 82kg title.

Farokhi went straight to work in the final and was awarded with the first par terre position, from which he scored two points from a correct throw to lead 3-0. A stepout just before the break extended the lead to 4-0.

There were no points or positions in the second period, and Farokhi was happy to defend the four-point lead and claim the gold medal, the first for Iran in Greco at the World Championships.

"Winning a medal in my very first World Championships felt like a dream," Farokhi said. "I had always thought about it and even dreamed of this belt. I was able to put on my best performances and win the gold medal."

Farokhi, who had to beat world champion Mohammadali GERAEI (IRI) to make the Iran team, gave up only a single point in five matches at the tournament while scoring 37.

"I managed to win all my matches while giving up only one point," he said. "Geraei is not only one of Iran's greatest champions, but also a close friend of mine. In the qualifiers I was able to beat him. As for the future, it depends on the coaches' decisions, but for now I'll stay at 82kg."

Earlier, Iran missed out on the gold at 55kg when world U20 champion Payam AHMADI (IRI) fell to Vakhtang LOLUA (GEO) 9-7 in a thrilling final.

The 18-year-old Lolua, who himself won a bronze medal at 60kg from last month's World U20 Championships, got a turn from par terre in the first period to lead 3-0. But the par terre in the second period saw 10 points scored.

As Ahmadi got the position, it made the score 3-1. He went for the front head lock instead of the preferred gut-wrench and managed to turn Lolua three times to rack up six points, while Lolua blocked him once from the headpinch to earn two points.

When the referees called it neutral, Ahmadi led 7-5 and just 1:52 away from winning a senior world title. However, a third passivity was called by the officials, putting Ahmadi down in par terre.

Lolua made the most of that and used a chestwrap to turn Ahmadi for two points. He then lifted Ahmadi and completed a correct throw for a 9-7 lead with 34 seconds left. Lolua defended the lead without any trouble to win the gold.

"I had prepared well. This was my first time competing at the World Championships, and this year I became a world champion," Lolua said. "The clock never stops, and everyone dreams of becoming a world champion -- now that dream has come true."

The teenager, who has already won a European Championships medal, said he came to Zagreb to fight with all his grit.

"I don't even know what to say -- I feel so many emotions, and it's hard to describe everything," he said. "I came here to fight. Everyone came out to support me. What matters most is that, first of all, you must fight with your own strength and determination."

Karlo KODRIC (CRO)Karlo KODRIC (CRO) celebrates with home fans after winning Croatia's first world medal since 2014. (Photo: United World Wrestling / Kadir Caliskan)

Host Croatia, Finland end medal droughts

Host Croatia ended a decade-long drought for a World Championships medal when Karlo KODRIC (CRO) won the bronze medal at 82kg with a 5-0 victory over Ramon BETSCHART (SUI).

Kodric became only the third world medalist for Croatia after brothers Neven and Nenad ZUGAJ (CRO). Neven won silver in 2014 and bronze in 2011 while Nenad won bronze in 2010.

Kodric got both par terre positions in the match. While he failed to score in the first period, he scored two points via forward exposure instead of rolling Betschart. The Switzerland corner challenged the call, but it was upheld and Kodric got one more point for the lost challenge to win 5-0.

"It's the best feeling in the world," Kodric said. "Before the match, I felt a lot of pressure. It's the biggest I've ever felt. But I beat him. This is all I do, training and thinking of every medal possible to take. That is all my life."

The second bronze at 82kg went to Taizo YOSHIDA (JPN), a month after he won bronze at the World U20 Championships, by rallying to edge Adlet TIULIUBAEV (UWW) 3-3.

Yoshida gave up a turn from par terre and fell 3-0 behind at the break, and was in further trouble when he failed to score from par terre in the second period. But he powered his way to a takedown with 45 seconds left when he dragged Tiuliubaev and quickly got behind for two points, giving him a 3-3 criteria lead to win the bronze medal.

At 19 years 4 months and 24 days, Yoshida became the youngest Japanese male wrestler to win a medal at the World Championships. Before Yoshida, it was Yuji TAKADA (JPN) who won bronze at the 1973 World Championships in Freestyle 52kg at the age of 19 years 6 months and 20 days.

Elias KUOSMANEN (FIN)Elias KUOSMANEN (FIN) wins the bronze medal bout against Wenhao JIANG (CHN). (Photo: United World Wrestling / Kostadin Andonov)

Another country that ended a medal drought at the World Championships was Finland, as Elias KUOSMANEN (FIN) scored a late stepout to beat Wenhao JIANG (CHN) 3-3. It was Finland's first medal since 2011, when Rami HIETANIEMI (FIN) won bronze at 84kg.

Kousmanen led 1-1 on criteria thanks to an early stepout. His lead became 2-1 when he got the par terre position in the second period. But he failed to completely turn Jiang from par terre and gave up a stepout to fall behind 2-2 on criteria, and then lost the challenge to give one more point to Jiang.

Kousmanen, however, kept the pressure on and managed to get a stepout with 33 seconds left in the match. He defended his 3-3 criteria lead to win bronze, a first for Finland in any weight class above 90kg.

Pavel HLINCHUK (UWW) won a bronze medal at 130kg after he rolled to a 9-1 technical superiority win over Mykola KUCHMII (UKR). Hlinchuk, a world U23 champion at 97kg, jumped to 130kg last year and despite being only 110kg, managed to win a medal in the heaviest weight class.

At 77kg, Robert FRITSCH (HUN) upset Paris silver medalist Demeu ZHADRAYEV (KAZ), 6-5, to capture the bronze medal.

Fritsch trailed 5-0 at the break but launched a big four at the start of the second period to make it 5-4. A stepout made it 5-5 with Fritsch leading on criteria before he got the par terre which put him ahead 6-5.

 

Turkiye finally won its first medal of the World Championships from a male wrestler when Ahmet YILMAZ (TUR) defeated world U20 champion Alireza ABDEVALI (IRI) 6-3 for the the other 77kg bronze.

 

Four-time world champion Eldaniz AZIZLI (AZE) returned to win a bronze medal at 55kg by beating Ulan MURATBEK UULU (KGZ), 9-0, using turns from par terre to win his seventh world medal overall.

 

The other bronze went to China as Huoying SHI (CHN) used the third passivity to score two turns on Emin CAKIR (TUR) for a 5-1 win.

Day 7 Results

Greco-Roman

55kg (18 entries)
GOLD: Vakhtang LOLUA (GEO) df. Payam AHMADI (IRI), 9-7

BRONZE: Huoying SHI (CHN) df. Emin CAKIR (TUR), 5-1
BRONZE: Eldaniz AZIZLI (AZE) df. Ulan MURATBEK UULU (KGZ) by TF, 9-0, 1:53

60kg (25 entries)
SEMIFINAL: Aidos SULTANGALI (KAZ) df. Amiran SHAVADZE (GEO) by TF, 10-2, 5:57
SEMIFINAL: Alisher GANIEV (UZB) df. Georgij TIBILOV (SRB), 5-5

72kg (30 entries)
SEMIFINAL: Ulvu GANIZADE (AZE) df. Abdullo ALIEV (UZB), 5-0
SEMIFINAL: Ibrahim GHANEM (FRA) df. Merey MAULITKANOV (KAZ) by Fall, 5:49 (7-2)

77kg (33 entries)
GOLD: Malkhas AMOYAN (ARM) df. Nao KUSAKA (JPN) by  TF, 10-1, 4:23

BRONZE: Ahmet YILMAZ (TUR) df. Alireza ABDEVALI (IRI), 6-3
BRONZE: Robert FRITSCH (HUN) df.  Demeu ZHADRAYEV (KAZ), 6-5

82kg (26 entries)
GOLD: Gholamreza FAROKHI (IRI) df. Gela BOLKVADZE (GEO), 4-0  

BRONZE: Taizo YOSHIDA (JPN) df. Adlet TIULIUBAEV (UWW), 3-3
BRONZE: Karlo KODRIC (CRO) df. Ramon BETSCHART (SUI), 5-0

97kg (29 entries)
SEMIFINAL: Mohammadhadi SARAVI (IRI) df. Kiryl MASKEVICH (UWW), 3-1
SEMIFINAL: Artur SARGSIAN (UWW) df. Murad AHMADIYEV (AZE), 1-1

130kg (27 entries)
GOLD: Amin MIRZAZADEH (IRI) df. Darius VITEK (HUN), 7-2

BRONZE: Pavel HLINCHUK (UWW) df. Mykola KUCHMII (UKR) by TF, 9-1, 4:09
BRONZE: Elias KUOSMANEN (FIN) df. Wenhao JIANG (CHN), 3-3