#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

Motoki works her magic to snatch elusive world gold

Thursday, September 18, 2025 - 22:33 By Ken Marantz

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ZAGREB, Croatia (September 17) -- Sakura MOTOKI (JPN) finally has a world gold to go with the one she won at the Paris Olympics. And she did it with another
dramatic victory, this time in the final.

As is becoming her forte, Motoki snatched a victory in the dying seconds of a match, beating Asian silver medalist Ok Ju KIM (PRK) 5-4 in the 62kg final at the World Championships on Thursday, as the women's competition concluded with a banner day for Japan.

"Just like at the Olympics, I went from a point where I thought I would lose, then the outcome suddenly changed and I was able to win," Motoki said. "It's the same feeling of happiness and feeling of relief, and brought me to tears."

Japan won two of the three other golds at stake, with Haruna MURAYAMA (JPN) winning at 53kg for her fourth career world gold, and Ami ISHII (JPN) triumphing
at 68kg to become a two-time world champion.

The fourth and final gold of the night went to Alla BELINSKA (UKR), who repeated her victory over Nesrin BAS (TUR) from the final of the European Championships -- right down to winning by fall.

The three golds padded Japan's total in the team race, as the Asian powerhouse had clinched the title before the night began. Japan, which won five of the 10 golds, finished on top with 162 points, followed by the DPR Korea with 115 points. China edged the United States for third, 87-83.

Motoki made a name for herself around the world at the Paris Olympics, where her hopes of a gold seemed to be over in the semifinals, when she was trailing Grace BULLEN (NOR) 7-2 and was being tripped backwards for what might end the match.

But Motoki suddenly locked Bullen's arms and bridged, then turned her over and recorded a stunning fall to the shock of those in the Champ de Mars Arena and around the world. The next day she defeated Irina KOLIADENKO (UKR) for the gold.

Motoki had to survive a grueling qualifying process just to get to Paris. A world bronze medalist at 59kg, she moved up to the Olympic weight and had to win out among a domestic field that included Tokyo Olympic champion Yukako KAWAI (JPN) and world champion Nonoka OZAKI (JPN).

And she basically had to repeat the process to get to Zagreb. As she did in Paris, Motoki pulled a rabbit out of the hat and defeated Ozaki by scoring a takedown literally in the final second of a playoff for Japan's team.

On Thursday, Kim became the latest to fall victim to the Motoki magic. The Japanese took a 3-0 lead in the first period on an activity point and a sweeping single-leg takedown.

Trying to defend in the second period, Motoki gave up a single-leg takedown to Kim, which the Japanese was willing to concede. But she wasn't prepared for being
gut-wrenched over to suddenly fall behind 4-3 with :35 left.

"I had a three-point lead and when she got in on a single leg, I thought it would be alright to give up two [points]," Motoki said. "But then when I was rolled, I thought, 'This is bad. Once again I'm going to get this far and not win?'"

Ok Ju KIM (PRK)Ok Ju KIM (PRK) turns Sakura MOTOKI (JPN) to take a 4-3 lead in the 62kg final. (Photo: United World Wrestling / Kostadin Andonov)

In her two previous trips to the World Championships, Motoki fell short of the gold, taking the bronze in 2022 and the silver in 2023, losing to Aisuluu TYNYBEKOVA (KGZ) in the final. Would she miss out on the gold again?

With 12 seconds left, she launched her attack, transitioning from one thing to another in a desperate attempt. First a low single, then an arm throw, then back to
a single. All were defended. Then she tried a headlock throw, and that sent Kim sideway to the mat as time ran out.

The referee gave no points, but on challenge, it was determined that Kim's shoulders broke the 90-degree plane -- with :00.3 seconds on the clock.

"In the last 12 seconds, I launched an attack, and when the tackles failed, I thought, 'Oh no, that's the end,'" Motoki said. "When I looked back, she was on my back. I thought if I threw her, I could make it. I just put everything into the throw, but I didn't know if I turned her. Really, it was lucky."

Sakura MOTOKI (JPN)Sakura MOTOKI (JPN) won her first world gold medal in Zagreb. (Photo: United World Wrestling / Kadir Caliskan)

Motoki said her earlier losses at the worlds served as incentive to work harder and always give everything up to the final whistle. She told the Japanese press earlier this year that she uses the UWW music played during the medal ceremony as her morning alarm -- a constant reminder of the agony she never wanted to experience again.

"Three years ago and two years ago, I lost on this stage, and the feeling of disappointment and of being inferior, even after winning at the Olympics, did not go away," Motoki said. "But by losing, it made me stronger and made me what I am now. To win here makes me so happy."

Motoki will embark on another quest in a month's time when she competes at the World U23 Championships on October 20-27. Already a world U17 and U20 champion, a victory in Novi Sad, Serbia, will make her just the third member -- along with Yui SUSAKI (JPN) and Amit ELOR (USA) -- of the elite "Golden Grand Slam" club, those who have won on the senior and all three age-group levels as well as at the Olympics.

"One might think that winning on the age-group level would put you at the forefront, but that's not the case," Motoki said. "After I won the U17, I had an injury and became weaker. I lost in the first round at the Inter High. Then I went to college and thought I had progressed, only to have a major injury.

"To achieve the Grand Slam would be due to overcoming the hard times with the support of many others."

Haruna MURAYAMA (JPN)Haruna MURAYAMA (JPN) controls Lucia YEPEZ (ECU) during the 53kg final at the World Championships. (Photo: United World Wrestling / Kostadin Andonov)

At 53kg, Murayama established herself as the frontrunner in the weight class in the runup to the 2028 Los Angeles, following the decision by Paris gold medalist Akari FUJINAMI (JPN) to move up to 57kg.

Murayama scored takedowns in each period to defeat Paris silver medalist Lucia YEPEZ (ECU) 5-0 and add to her world golds from 2017, 2018 and 2023, all won under her maiden name of OKUNO.

It marks the continuation of a remarkable turnaround for Murayama, who sank into the depths of despair after losing out on the berth for the Tokyo Olympics to collegiate teammate and eventual gold medalist Mayu MUKAIDA (JPN).

"I had half given up on the idea of competing at events like the World Championships in an Olympic weight class," Murayama said. "So just being able to stand on this stage and leave this kind of result behind -- it’s something that two or three years ago, I couldn’t even have imagined."

It was Yepez who famously scored seven points off Fujinami in the quarterfinals at the 2023 World Championships, albeit the Japanese came back and scored 16 of
her own before winning by fall. But the Ecuadorean, her country's first-ever world and Olympic medalist, established herself as a dangerous foe.

In the final, Murayama wrestled cautiously but methodically, using a front headlock to spin behind for a takedown just as she was receiving an activity point in the first period. She added a second takedown by getting behind again in the second period.

Murayama and Yepez had met once before, with the Japanese winning 10-0 in the final of the U23 World Championships in October 2022.

Ami ISHII (JPN)Ami ISHII (JPN) tries to score on Yuliana YANEVA (BUL) in the 68kg final. (Photo: United World Wrestling / Kadir Caliskan)

At 68kg, Ishii had plowed through the field to make the final, where she met stiff resistance from four-time European medalist Yuliana YANEVA (BUL) and needed a second-period takedown to secure a 4-2 victory.

It was Yaneva who struck first when she adroitly used a counter lift for a two-point lead. Ishii came back with a stepout, but an apparent takedown was wiped out on challenge as having been completed after the buzzer.

Down by a point, Ishii warily avoided the counter and went with an arm drag to get behind for a takedown to go ahead 3-2. A short time later, Yaneva shot in for a single, but Ishii slipped under and grabbed Yaneva's leg, then clung on to force a stalemate. An unsuccessful challenge at the end gave Ishii her final point.

"I thought I might get countered again," Ishii said of her strategy for the second period. "Still, I had to get points. It would be the end if I lost my nerve. Even if I couldn't get in [on a tackle], I had to find a way to get points."

Ishii has been a workhorse since missing out on the Paris Olympics when she suffered a heartbreaking, last-second loss for the 68kg spot to Ozaki. She won the 72kg gold at last year's Non-Olympic World Championships as a sort of consolation, so winning at 68kg holds more significance.

"Without a doubt, it's getting to a place closer to the Olympics," Ishii said, adding that her mission now will be staying at the top of the division in Japan. "It's tough to be at this level, and I can't just keep going as I am now. I need to raise my level, so I have to train even harder."

In the last match of the night, two-time European champion Belinska, who had received an activity point in the first period, came out in the second and caught Bas in a headlock before securing the fall in 4:25.

"The final was tense, but I had prepared my throw, and I’m very happy that I managed to execute it," Belinska said. "In the first period, I couldn’t make that move, and the tension started to build -- but even in a stressful situation, I was still able to pull it off."

Orkhon PUREVDORJ (MGL)Orkhon PUREVDORJ (MGL) defeated Esther KOLAWOLE (NGR) to win bronze at 62kg. (Photo: United World Wrestling / Kadir Caliskan)

Purevdorj captures bronze 8 years after striking gold

Eight years after winning a world gold, Orkhon PUREVDORJ (MGL) finally picked up her another medal, taking a 62kg bronze by rallying to a nail-biting 6-5 victory over Esther KOLAWOLE (NGR).

After Purevdorj received an activity point in the first period, she fell into a large hole by giving up a 4-point takedown at the edge to open the second period. Purevdorj picked up a 2-point exposure on a scramble, which, after a scramble, revealed a foul by Kolawole. That gave Purevdorj a point and, significantly, put her on top in par terre.

She took advantage by executing a gut wrench and, even though Kolawole reversed, it left the Mongolian with a 6-5 advantage that she maintained through the end.

Amina TANDELOVA (UWW) earned her first world medal when she scored a duck under takedown in the final minute to defeat Bilyana DUDOVA (BUL) 4-2 for the other 62kg bronze.

Asian champion Hyongyong CHOE (PRK) added the senior world bronze to her Olympic bronze from Paris with a victory at 53kg by second-period fall over Shokhida AKHMEDOVA (UZB) after building up an 8-0 lead.

Choe went for the kill at all times, scoring two exposures off a head lock, then ending the match when she scored a takedown and immediately applied a half-nelson to turn Akhmedova over.

Two-time Asian bronze medalist ANTIM (IND) gave India its first medal through six days in Zagreb, capping a 9-1 victory over Jonna MALMGREN (SWE) with a 4-point takedown for the other 53kg bronze.

Kennedy BLADES (USA), the Paris silver medalist at 76kg who made the drop all the way down to 68kg but couldn't get past Ishii, assured she wouldn't leave empty-handed when she routed Buse TOSUN (TUR) 12-1 for the bronze medal.

Jia LONG (CHN), last year's champion at 65kg at the Non-Olympic Worlds, defeated Sol Gum PAK (PRK) 6-1 for the other 68kg bronze. Long scored all of her points in the first period, with a takedown-roll combo followed by a go-behind takedown.

China also picked up a bronze at 72kg, when Zelu LI (CHN) fought off her back after a 4-point headlock by Alexandra ANGHEL (ROU) to start the match, gradually chipping away until she came away with a 7-4 victory with three takedowns.

Nurzat NURTAEVA (KGZ) scored a takedown in each period to top Pauline LECARPENTIER (FRA) 5-0 for the other 72kg bronze.

Day 6 Results

Women's Wrestling

53kg (23 entries)
GOLD: Haruna MURAYAMA (JPN) df. Lucia YEPEZ (ECU), 5-0

BRONZE: ANTIM (IND) df. Jonna MALMGREN (SWE), 9-1
BRONZE: Hyongyong CHOE (PRK) df. Shokhida AKHMEDOVA (UZB) by Fall, 4:00 (8-0)

62kg (22 entries)
GOLD: Sakura MOTOKI (JPN) df. Ok Ju KIM (PRK), 5-4

BRONZE: Orkhon PUREVDORJ (MGL) df. Esther KOLAWOLE (NGR), 6-5
BRONZE: Amina TANDELOVA (UWW) df. Bilyana DUDOVA (BUL), 4-2

68kg (24 entries)
GOLD: Ami ISHII (JPN) df. Yuliana YANEVA (BUL), 4-2

BRONZE: Kennedy BLADES (USA) df. Buse TOSUN (TUR) by TF, 12-1, 5:22
BRONZE: Jia LONG (CHN) df. Sol Gum PAK (PRK), 6-1

72kg (17 entries)
GOLD: Alla BELINSKA (UKR) df. Nesrin BAS (TUR) by Fall, 4:25 (5-0)

BRONZE: Nurzat NURTAEVA (KGZ) df. Pauline LECARPENTIER (FRA), 5-0
BRONZE: Zelu LI (CHN) df. Alexandra ANGHEL (ROU), 7-4

Greco-Roman

55kg (18 entries)
SEMIFINAL: Vakhtang LOLUA (GEO) df. Emin CAKIR (TUR) 2-2
SEMIFINAL: Payam AHMADI (IRI) df. Eldaniz AZIZLI (AZE) 3-1

77kg (33 entries)
SEMIFINAL: Malkhas AMOYAN (ARM) df. Alireza ABDEVALI (IRI), 5-1
SEMIFINAL: Nao KUSAKA (JPN) df. Robert FRITSCH (HUN), 3-1

82kg (26 entries)
SEMIFINAL: Gela BOLKVADZE (GEO) df. Taizo YOSHIDA (JPN), 8-5
SEMIFINAL: Gholamreza FAROKHI (IRI) df. Karlo KODRIC (CRO), 7-1

130kg (27 entries)
SF 1: Darius VITEK (HUN) df. Pavel HLINCHUK (UWW), 3-1
SF 2: Amin MIRZAZADEH (IRI) df. Wenhao JIANG (CHN), 3-1