#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

Amouzad avenges Paris loss to Kiyooka, claims 65kg gold

Tuesday, September 16, 2025 - 22:02 By Ken Marantz

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ZAGREB, Croatia (September 16) -- Revenge was the theme of the night on Tuesday at the Zagreb World Championships, with Rahman AMOUZAD (IRI) playing the starring role.

Amouzad not only avenged his loss to Kotaro KIYOOKA (JPN) from the Paris Olympics, he did it in overwhelming fashion, blitzing his way to a 10-0 victory in the 65kg final on the final day of the freestyle competition at Arena Zagreb.

"I worked really hard and had been waiting for this moment for almost a year, and I’m happy this championship is mine," Amouzad said. "I put in a lot of effort physically, mentally, and with analysis."

The other freestyle gold at stake went to Kyle SNYDER (USA), who likewise avenged a loss in Paris -- albeit for the bronze -- with a nail-biting 4-2 win at 97kg over Amirali AZARPIRA (IRI) to capture his fourth world title.

Iran, which was already assured of winning the team title for the first time since 2013 before the night began, finished with 145 points, 11 ahead of the United States in second place. Japan placed third with 111 points.

"I’m also really happy that Iran’s team became the champion," Amouzad said. "This title was well deserved. For the past 12 years we couldn’t win but now, with seven medals, it finally happened. I’m glad the people of Iran are happy, and that makes me even happier."

It was just over a year ago that Kiyooka came seemingly out of nowhere and snatched the 65kg gold in Paris with an inspired 10-3 victory over Amouzad.

But on Tuesday, the outcome could not have been more different. From the outset, it was all Amouzad, the 2022 world champion who won three straight Asian titles from 2022 to 2024.

Rahman AMOUZAD (IRI)Rahman AMOUZAD (IRI) counters Kotaro KIYOOKA (JPN) in the 65kg final. (Photo: United World Wrestling / Kadir Caliskan)

The Iranian deftly countered a single-leg attack from Kiyooka with a back lift for two, then added a two-point exposure. And he wasn't finished with the sequence, transitioning to a cradle at the edge and wedging Kiyooka over for two more and a 6-0 lead.

Amouzad kept the pressure on a shell-shocked Kiyooka, scoring a stepout that had a fleeing point tacked on. A final takedown and the match was over with eight seconds to spare in the first period.

"I have more plans and bigger goals ahead," Amouzad said. "This is just the beginning for me, and my work isn’t finished yet. In two months, I’ll compete in the Islamic Games and I’ll participate in any tournament the coaching staff believe I should."

Kyle SNYDER (USA)Kyle SNYDER (USA) celebrates after beating Amirali AZARPIRA (IRI) in the 97kg final. (Photo: United World Wrestling / Kadir Caliskan)

The 97kg final was a much closer but no less dramatic affair, as Snyder picked up his eighth medal in eight trips to the World Championships to go along with an Olympic gold from Rio 2016 and a silver at Tokyo 2021.

The 29-year-old Snyder received an activity point in a tenuous first period, but Azarpira broke the logjam by getting behind for a takedown early in the second. A penalty point against Azarpira for finger-grabbing tied the score at 2-2, but with the Iranian holding the criteria advantage.

With the atmosphere growing intense, Snyder put the pressure on and scored a stepout with 8.5 seconds left, then held on as the match ended with him defending against a single-leg attack. As has become ritual, Iran made a futile challenge at the end, which did nothing but change the final score.

"We just had a little bit of a game plan for him, making sure the match is tight because in a match like that, I can always get things going near the end and find a way to score," Snyder said. "I thought I was close and I felt like he was kind of stumbling. I over-pursued a little bit and he's pretty savvy on the edge and I gave him a takedown. But honestly, that was good because it made me bring my pace even more.

"I think the timing of that was perfect, just made the match a matter of the heart, like I wasn't as much about technique as it was about the heart."

Kyle SNYDER (USA)Kyle SNYDER (USA) scores the match-winning stepouts against Amirali AZARPIRA (IRI) during the 97kg final. (Photo: United World Wrestling / Kadir Caliskan)

It was in Zagreb back in February 2023 that Snyder and Azarpira first met on the mat, with the American winning 3-0 in the final of the Zagreb Open. But a year later in the final of the same tournament, Azarpira came out a 6-3 winner, then defeated Snyder 4-1 eight months later in a bronze-medal match at the Paris Olympics.

"He's a tough and good hand fighter," Snyder said. "At the Olympics, I felt like I got him tired, but there were a lot of stops because of the blood. I felt that broke up the match a little bit. It came down to the last couple of seconds in this one, too. Just keeping inside a little bit better and faking and snapping and finding a way to win."

Snyder credits his dedication to consistently hard training for his continued success. "I know every time I come in, it's going to be hard. Even making the team in America is hard. So I think the most important quality for consistency over time is just humility and being willing to keep learning and keep working.

"You got to keep working hard. I think I trained harder this year than I ever have in my entire life. You got to be willing to keep doing that year after year after year."

Akhmed TAZHUDINOV (BRN)Akhmed TAZHUDINOV (BRN), left, and Arash YOSHIDA (JPN), the two bronze medalists at 97kg. (Photo: United World Wrestling / Kadir Caliskan)

Tazhudinov cuts it close, but leaves Zagreb with bronze

Paris Olympic champion Akhmed TAZHUDINOV (BRN), whose reign as world champion ended with a loss in the semifinals by Azarpira, assured he won't be leaving Zagreb empty-handed, but he had to work hard to earn his consolation bronze medal.

Tazhudinov, who has looked out of sorts all tournament, had to survive a late scramble that, when the video was studied and the points sorted out, gave him a 13-10 come-from-behind victory over Akhmed MAGAMAEV (BUL).

It didn't look good for Tazhudinov when he was thrown for four at the outset of the match, but he managed to come back with a pair of takedowns. The two traded two-point exposures when Tazhudinov secured a cradle, but was stopped on his own back, leaving him trailing 6-6 on criteria.

Tazhudinov finally went ahead with a takedown with 1:23 left, but a wild scramble from Magamaev's counter-lift ended up with Tazhudinov being awarded five points and Magamaev four on challenge, giving the Bahrain wrestler the win.

Meanwhile, two-time Asian champion Arash YOSHIDA (JPN) made Japanese history when he became the country's heaviest world medalist ever by outmuscling Zbigniew BARANOWSKI  (POL) 6-0 for the other 97kg bronze.

Yoshida, whose father is Iranian and runs the kids club where he and his siblings started the sport, combined two stepouts, two activity points and a takedown to earn the historic bronze.

"I am thankful to Japan," Yoshida said. "But inside, I'm not completely satisfied. From now, I will work hard with the aim of becoming the champion."

Japan's previous heaviest medal winner was Atsushi MATSUMOTO (JPN), who won a bronze at 92kg in Budapest in 2018. In fact, Matsumoto is one of only two Japanese who had won a medal in a weight classes 90kg or above.

As a footnote, Akira OTA (JPN) won silver medals at 90kg at both the 1984 Los Angeles and 1988 Seoul Olympics.

At 65kg, Umidjon JALOLOV (UZB) earned his first world medal with a solid 7-1 victory over European champion Ibragim IBRAGIMOV (UWW), scoring a takedown in the first period and two in the second along with a stepout.

The victory avenged a loss from two years ago from the semifinals at the World U23 Championships, which Ibragimov won 3-0 en route to a second straight gold in the age group.

Real WOODS (USA) added the other 65kg bronze medal to the U.S. tally with a 3-1 win over Peiman BIABANI (CAN) that saw no technical points.

In making his first world podium, Woods received two activity points to Biabani's one, with a point for an unsuccessful challenge at match end padding the final score.

Day 4 Results

Freestyle

65kg (34 entries)
GOLD: Rahman AMOUZAD (IRI) df. Kotaro KIYOOKA (JPN) by TF, 10-0, 2:52

BRONZE: Real WOODS (USA) df. Peiman BIABANI (CAN), 3-1
BRONZE: Umidjon JALOLOV (UZB) df. Ibragim IBRAGIMOV (UWW), 7-3

97kg (29 entries)
GOLD: Kyle SNYDER (USA) df. Amirali AZARPIRA (IRI), 4-2

BRONZE: Akhmed TAZHUDINOV (BRN) df. Akhmed MAGAMAEV (BUL), 13-10
BRONZE: Arash YOSHIDA (JPN) df. Zbigniew BARANOWSKI (POL), 6-0