#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.

Obituary

Remembering Saitiev: Master on mat who inspired many

Monday, April 7, 2025 - 12:53 By Vinay Siwach

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CORSIER-SUR-VEVEY, Switzerland (April 7) -- Buvaisar SAITIEV was an unknown before the 1996 Atlanta Olympics. And after that he became the legend. 

At 21, Saitiev thrilled the crowd and displayed techniques that the world thought were impossible to execute at 74kg. Saitiev would go on to win two more Olympic golds -- 2004 and 2008 -- as he became the best 74kg wrestler out there. A three-time Olympic champion, six-time world champion, and an inspiration to the wrestling world, Saitiev passed away earlier this month at the age of 49.

"Biggest and greatest wrestler" - Nenad LALOVIC, UWW President

Brandon SLAY (USA) was in that crowd at the 1996 Atlanta Olympics. The 21-year-old was amazed what he saw. He watched another 21-year-old win the gold medal.

"It was an honor to watch him in Atlanta," Slay said. "Then study him and compete against him four years later."

Believe it or not, that was the first time Russia won Olympic gold medal at 74kg, a weight class now synonymous with their domination, both at senior and youth level.

Buvaisar SAITIEV (RUS)Buvaisar SAITIEV (RUS). (Photo: United World Wrestling / Martin Gabor)

At the time, the U.S. was focused on defending its dominance at 74kg, with Iran also challenging for supremacy, while Saitiev had yet to make his mark internationally. The Olympic history saw wrestlers from Turkiye, Japan, the United States and Korea win gold medal in this weight class. So when Saitiev arrived, he was the underdog. In the 1996 Atlanta final, he defeated the defending Olympic champion Park JANG SOON and ushered an era of Russian dominance at this weight class.

It took a once-in-a-lifetime talents like Jordan BURROUGHS (USA) and Hassan YAZDANI (IRI) to deny the gold medals to Russia in 2012 and 2016 respectively. However, Russia is now at top. Zaurbek SIDAKOV (ROC) won gold medals at the 2018 and 2019 World Championships, 2020 Tokyo Olympics [held in 2021] before winning it again in 2023 and Russian transfer to Uzbekistan and Saitiev's student Razambek JAMALOV (UZB) won in 2024.

A little insight on how the U.S. discovered Saitiev is provided in the the documentary 'Slaying Saitiev". Pat SMITH (USA), who was wrestling at the 1995 Ivan Yarygin Memorial, recalls when he first saw Saitiev, his opponent in the final.

Saitiev had not wrestled senior-level yet internationally and was till three months away from winning his first World Championships gold. So Smith and his team thought they are favorites to win the gold medal at the Yarygin.

"I go out on the mat, I see Saitiev, the fight starts," Smith recalls in the documentary. "And right away, right away I thought: “This is the best they have.” Because the way he was punching, his movement, the way he was flowing from one position to another... he was simply unstoppable. I did some takedowns, but in the end he gave me a pretty good beating. I come off the mat, Bruce is standing there, I say: “You were wrong. That guy from the semi-finals wasn’t the best. This is the best . ” – “I didn’t even know who it was!” – “Now you know. Buvaisar Saitiev.” And two months later he won the world championship. The best wrestler I’ve ever wrestled. There’s no question about that. The best.

"He looked like a librarian, skinny, gangly. But the positions he scores from, the way he moves you around the mat... I've never wrestled anyone like that again."

Smith’s observation wasn’t just a fleeting comment. It captured the essence of what made Saitiev so formidable on the mat. Saitiev, standing at 6 feet, defied convention of a tall wrestler standing upright. He would engage in ties which forced his opponents to shoot while he was in control. Saitiev would counter rather easily and score.

Saitiev used to engage with his opponents and yet they found it extremely difficult to score a takedown on him.

Brandon SLAY (USA)Brandon SLAY (USA) over Buvaisar SAITIEV (RUS) at the 2000 Olympics. (Photo: United World Wrestling / Martin Gabor)

Slay, who defeated Saitiev at the 2000 Sydney Olympics, had to study Saitiev for years before breaking through in their Olympic meeting.

"The greatness of Saitiev came from how extremely hard it was to finish takedowns on him," Slay says. "Most of the time when people attacked Saitiev, either he scored or no one scored. And, most of the time when he attacked, he scored. That makes for a very challenging opponent to beat, which is why he rarely lost. I am so thankful I had the opportunity to wrestle the greatest wrestler of all time."

Saitiev had it all. Snapdowns, feints, two-on-one, underhooks, overhooks, defense, attack, chain wrestling, innovations, and techniques that made him score points from any positions. So many options to immobilize his opponents who would eventually break down.

On March 3, the day he passed away, the internet saw outpouring tributes to his legacy. But some of the most shared posts were his clips from various bouts on his career. A few wrote how they began wrestling because of him, others explained why he inspired them to adapt and study wrestling.

Buvaisar SAITIEV (RUS)Buvaisar SAITIEV (RUS). (Photo: United World Wrestling)

2008 Olympic champion Henry CEJUDO (USA) called him the "greatest" and he was a 'fanboy.'

"A man that was poetry in motion at its finest, and in my opinion, the greatest athlete who has ever ever lived or walked on planet Earth," Cejudo wrote on his Instagram. "I would never fanboy over anybody but Buvaisar. I was so honored of the times that I did get a chance to hang out as I had a permanent smile the whole day. Thank you for all the great years that you gave the wrestling community and inspiring millions of people across the world. I can honestly say without Saitiev I wouldn’t be the wrestler that I am today."

John DIAKOMIHALIS (USA), a wrestler known for his crafty moves and detailing of wrestling, tributed his passion to Saitiev, who himself was known as a wizard on the mat for his moves.

"Buvaisar Saitiev was how I fell in love with the art of wrestling, I wanted to be like him," Diakomihalis wrote on X. "His innovation and passion for improvement were some of the staples of how I approached learning the sport or learning anything in my life."

Saitiev had that impact on people. Jamalov, who won the 2024 Paris Olympic gold medal, was Saitiev's student. Jamalov said that Saitiev was family.

"His approach was very subtle and deep, he always knew how to choose the right and necessary words for support," Jamalov said. "Every meeting with him was unforgettable and every word of his was unforgettable. Outside of wrestling, he was very caring and compassionate towards me, he was always worried about my injuries and operations."

While Jamalov was his student, Saitiev never backed from helping any wrestler. He 'couldn't stop himself from talk to even strangers if he had a broken ear.'

 

After Tokyo Olympic champion Yui SUSAKI (JPN) lost her first-ever international bout to VINESH (IND) in Paris, she talked to Saitiev who had lost in Sydney after winning Atlanta but still won two more Olympic golds.

"I had a video call with him right after the Paris Olympics," Susaki said. "Like me, he didn't do well in his second Olympics. But he won gold medals in two more Olympics. I vowed to him that I would win gold medals in two more Olympics like him to become a legend.

"He also taught me that to become a legend, I should never lose again. I owe it all to him that I was able to stand up strong after losing. Thanks to him, I decided to keep fighting to win two more Olympic gold medals. And I vowed to become a legendary wrestler like him. I won't lose anymore. I will keep winning. Your message is a treasure for my life. He is a legend and his wrestling has always fascinated me. His matches are always amazing to watch and I think he is the most talented wrestler in history."

This off the mat personality of Saitiev resonated with many, even with people outside of wrestling. He was humble, witty and respectful.

Sports Express journalist Yuri GOLYSHAK recalled his moments with Saitiev who was part of many reception after his 2008 Beijing gold medal. 

"I was sure that we would meet again. Saitiev had enough stories for ten interviews," Golyshak wrote in his tribute. "I even imagined how it would be - not in a hurry, like after Beijing. Not in a car, no. Everything will be different. I will come to his home in Khasavyurt. It will be a fairy tale. We will go to the mountains. I will understand something that I did not understand before, in this amazing, invincible man. And in life in general."

Saitiev's influence transcends mere records and titles. His tactics on the mat just when the internet era arrived gave insights into a wrestler may only be imagined. He passed on that mastery to a special few who remember him as a mentor, inspiration and the greatest ever.