#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

By United World Wrestling Press

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

Uguev ends six-year world title drought with 61kg gold

By Ken Marantz

ZAGREB, Croatia (September 13) -- With a spectacular display of his old form over two days, Zavur UGUEV (UWW) went from an afterthought back to one of the sport's most dominant wrestlers.

Uguev finessed his way to a third world title and first in six years when he captured the freestyle 61kg gold at the World Championships in Zagreb on Sunday, on the first night of finals in four Freestyle weight classes.

Uguev, the Tokyo Olympic champion at 57kg, rolled to the gold with a comprehensive 11-2 victory in the final over Asian bronze medalist Ahmad JAVAN (IRI), adding to the world titles he won in 2018 and 2019, also at 57kg.

"This is a very joyful event in my life -- I am once again on the top of the podium," Uguev said. "I am very happy and grateful to my team, my coach, my sparring partners, our national team -- thanks to everyone who played a part in my victory."

In other finals, Amir Hossein ZARE (IRI) also became a three-time world champion with his third victory in five years at 125kg, while the two other golds at stake went to first-time winners who had previously made the podium, Yoshinosuke AOYAGI (JPN) at 70kg and Zahid VALENCIA (USA) at 86kg.

Uguev had been the dominant lightweight for the span from his first world title in 2018 to his Olympic triumph in 2021. But then he hit a slump with a fifth-place finish in 2023, a result he repeated in 2024, even after moving up to the non-Olympic weight class of 61kg.

This year, he gave an indication of what might lie ahead when he won his first-ever European title, having previously won a bronze in 2017 and a silver in 2018.

"I didn’t change much," Uguev said. "I just worked on our mistakes, that’s all. We didn’t invent anything new. There were mistakes, we thought them through, corrected them, and this time made only minimal ones."

Zavur UGUEV (UWW)Zavur UGUEV (UWW) tries to score against Ahmad JAVAN (IRI) in the 61kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

Uguev said he welcomes new challengers coming along to try to knock him off the throne again.

"The more new names that appear, the better," he said. "They don’t let us relax. The young wrestlers are improving a lot, and it also makes me want to work harder — to compete with the younger generation."

Regarding a possible return to 57kg, Uguev replied, "I think it’s already clear that I’ve settled into this weight and built up my physique well. I feel comfortable here now, in this weight.

"There’s still time before the [2028] Olympic Games -- we’re not thinking about that yet. For now, there’s a goal for next year. I will work, move only forward. And later we’ll see how things go."

Amir Hossein ZARE (IRI)Amir Hossein ZARE (IRI) wrestles Giorgi MESHVILDISHVILI (AZE) in the 125kg final at the World Championships. (Photo: United World Championships / Kostadin Andonov)

At 125kg, Zare reconfirmed himself as the preeminent heavyweight with a 5-0 victory in the final over European champion and Olympic bronze medalist Giorgi MESHVILDISHVILI (AZE), with all of the points coming in the first period.

"I’m thankful that this [winning the title] has happened for the third time now," Zare said. "My hope is that as long as I wrestle, I can keep winning gold medals. This third one feels just as good as the others, and I dedicate it to the people of Iran."

The victory helps alleviate some of the sting of a defeat in the final at the Paris Olympics, where he was dealt a heartbreaking 10-9 loss by Geno PETRASHVILI (GEO).

"That tough experience at the Olympics was really painful, and I’ll never forget it," said Zare, who previously won world titles in 2021 and 2023. "I made mistakes myself. For the last 13 months, I’ve only been focused on training -- so that my next medal would be gold and to make up for those mistakes. I’ll keep grinding, keep pushing, until I get better and finally win that Olympic gold."

Zare also has bronze medals from the 2021 Olympics and 2022 World Championships, as well as a gold from his debut at the Asian Championships last year.

At 70kg, Aoyagi wasn't as dominating as he had been in storming into the final, but he took advantage of the opportunities presented and forged a 5-1 victory over Tulga TUMUR OCHIR (MGL).

"The opponent completely had a strategy to counter my movement, so it made it tough," Aoyagi said. "But I also had a plan for the opponent, so I never thought I would lose."

Aoyagi's victory made up for losing in last year's final, a defeat that caused him to make changes in his approach to training and competition.

"After I lost, I dedicated myself to practice and to expanding my horizons in terms of going different places to train, and going overseas," Aoyagi said.

His overseas ventures resulted in victories at the Ranking Series events in Tirana and Budapest, along with a bronze medal at the Asian Championships, where he lost a close semifinal match to Ernazar AKMATALIEV (KGZ) -- a loss he avenged in spades in his opening match in Zagreb en route to outscoring four opponents 34-1.

Yoshinosuke AOYAGI (JPN)Yoshinosuke AOYAGI (JPN) celebrates after winning the 70kg final. (Photo: United World Wrestling / Kostadin Andonov)

Aoyagi also suffered a setback domestically in June, when he was beaten in the semifinals of the Meiji Cup All-Japan Invitational Championships, the second of two qualifiers for the World Championships. But he came back to earn his ticket to Zagreb by winning a playoff with the eventual champion.

"A little while ago, I lost at a Japan tournament, so right now I'm No. 3 in Japan," he said. "But I never give up in trying to win. I always fight only believing that I can win."

In Sunday's final, Aoyagi gave up an activity point -- the first and only point he surrendered all tournament -- but stuffed a half-hearted arm throw attempt by Tumur Ochir for a 2-point exposure.

In the second period, he was on the verge of giving up a stepout when he suddenly rose up, reversed their positions and gained the stepout himself, which was upheld on challenge to increase his lead to 4-1.

"I knew I had my knee down and it would be no point," said Aoyagi, who would add another stepout in the final seconds. "I was aware of going out, and the opponent pushed me up a bit.

"I didn't want to let the chance get away and I reversed our positions and scored a point. Even if it had been no points, it wouldn't have changed the flow of the match."

Zahid VALENCIA (USA)Zahid VALENCIA (USA) scores a takedown against Hayato ISHIGURO (JPN) in the 86kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

At 86kg, Valencia denied Japan a second gold on the night when he overwhelmed 2023 Asian bronze medalist Hayato ISHIGURO (JPN) 12-0 to cap a successful drop from 92kg.

"I felt like I was always the best in the world," Valencia said. "I was confident in myself."

The 28-year-old Valencia, a 2023 world bronze medalist at 92kg, changed his own fortunes when, about a year ago, he decided to train with the Oklahoma State University group under the leadership of former star David TAYLOR (USA) -- a one-time nemesis of his.

"Being able to learn from someone like him, it's been amazing," Valencia said. "That's ultimately why I made the move. He's beat me so many times. I wanted to learn from him and get into his mindset of what it takes to become a world champion. I was able to do it and replicate it and bring home another one for our Team USA."

Zahid VALENCIA (USA)Zahid VALENCIA (USA), right, with coach David TAYLOR, after winning the 86kg final. (Photo: United World Wrestling / Kostadin Andonov)

Just to make Team USA was a challenge in itself. Valencia had to beat four-time world champion Kyle DAKE (USA) twice at the U.S. trials to earn his ticket to Zagreb. That in itself can be quite a confidence booster.

"If you make the team in the U.S., you're prepared to go be a world champ," he said. "So just go out there and let go of your fears and be courageous and let fly, go up there and score points and enjoy every moment and have fun with it."

Robert BARAN (POL)Robert BARAN (POL) celebrates after winning his bronze-medal bout at 125kg. (Photo: United World Wrestling / Kadir Caliskan)

Poland's Baran earns elusive world medal

Making his seventh trip to the World Championships, Robert BARAN (POL) finally made it onto the medal podium at age 34. And he says he wants to get come back for more.

Baran won a bronze at 125kg with a solid 5-0 victory over Vlagyiszlav BAJCAJEV (HUN), ending a run of futility that started in 2017.

"I feel very good, it is my long-awaited first [world] medal," Baran said. "I'm very happy, very pleased, and I hope that it is not the last medal."

Baran's previous best finish was a seventh place in Belgrade in 2023. He came close at last year's Paris Olympics, but lost in the bronze-medal match to Meshvildishvili.

On Sunday, he received an activity point in each period before scoring a stepout in the second to go ahead 3-0. He capped his win with a last-second 2-point exposure.

"During the match, I was feeling great," Baran said. "We worked on a plan with the coaches and I made it work 100 percent."

The other bronze at 125kg went to Shamil SHARIPOV (BRN), who caught Jonovan SMITH (PUR) with a 4-point counter that sent him to his back, then secured a fall in 4:08.

Meanwhile, Assylzhan YESSENGELDI (KAZ), a world medalist on the U23 and U20 levels, picked up his first one as a senior, but it didn't come easy nor without a bit of drama.

Yessengeldi emerged from a wild encounter with high school phenom Jax FORREST (USA) with a 10-8 victory in a bronze-medal match at 61kg that, for an agonizing moment, he had thought he had lost.

Yessengeli came back from a 8-3 deficit to go ahead 9-8 following a scramble that earned him four points. But with the seconds ticking away, he was suddenly flagged for grabbing the singlet, giving Forrest a point -- and the lead on criteria -- with :03 left. But on challenge, his despondence turned to joy when the penalty was overturned.

The other 61kg bronze went to Nuraddin NOVRUZOV (AZE), who put on a master class of counter wrestling to defeat Kum Hyok KIM (PRK) by fall with the last of three scoring moves.

After chalking up a pair of 2-point exposures off Kim's attacks, Novruzov countered him right to his back to secure the fall in 2:19 and gain the bronze medal that evaded him last year.

Akmataliev and Nurkosha KAIPANOV (KAZ) both added to burgeoning world medal collections by taking home the 70kg bronze medals.

Akmataliev went on a six-point run in the second period to finish up an 8-2 victory over Arman ANDREASYAN (ARM) and add to his world silver from 2021 and bronze from 2022.

Kaipanov, who came into Zagreb as the defending champion, also went on a second-period blitz, with his culminating in a 13-2 victory over Vasile DIACON (MDA) in 4:48. Kaipanov also has a silver from 2019.

At 86kg, Kamran GHASEMPOUR (IRI), a two-time world champion at 92kg, bounced back from a disappointing loss to Valencia in the semifinals by manhandling Mukul DAHIYA (IND) with a 10-0 technical fall in 3:33.

Arsenii DZHIOEV (AZE) gave Azerbaijan its second bronze of the night by handily defeating Rakhim MAGAMADOV (FRA) 7-0 in the other 86kg match.

READ THE DAY 2 SEMIFINALS REPORT HERE

RESULTS

Freestyle

57kg (31 entries)
SEMIFINAL: Chongsong HAN (PRK) df. Arsen HARUTYUNYAN (ARM) by Fall, 3:47 (4-1)
SEMIFINAL: Bekzat ALMAZ UULU (KGZ) df. Gulomjon ABDULLAEV (UZB), 8-0

61kg (26 entries)
GOLD: Zavur UGUEV (UWW) df. Ahmad JAVAN (IRI), 11-2

BRONZE: Assylzhan YESSENGELDI (KAZ) df. Jax FORREST (USA), 10-8
BRONZE: Nuraddin NOVRUZOV (AZE) df. Kum Hyok KIM (PRK) by Fall, 2:18 (6-0)

70kg (29 entries)
GOLD: Yoshinosuke AOYAGI (JPN) df. Tulga TUMUR OCHIR (MGL), 5-1

BRONZE: Ernazar AKMATALIEV (KGZ) df. Arman ANDREASYAN (ARM), 8-2
BRONZE: Nurkosha KAIPANOV (KAZ) df. Vasile DIACON (MDA) by TF, 13-2, 4:47

74kg (35 entries)
SEMIFINAL: Chermen VALIEV (ALB) df. Zaurbek SIDAKOV (UWW), 6-4
SEMIFINAL: Kota TAKAHASHI (JPN) df. Taimuraz SALKAZANOV (SVK), 6-4

79kg (27 entries)
SEMIFINAL: Georgios KOUGIOUMTSIDIS (GRE) df. Mohammad NOKHODI (IRI), 8-3
SEMIFINAL: Levi HAINES (USA) df. Suldkhuu OLONBAYAR (MGL), 4-1

86kg (29 entries)
GOLD: Zahid VALENCIA (USA) df. Hayato ISHIGURO (JPN) by TF, 12-0, 4:22

BRONZE: Kamran GHASEMPOUR (IRI) df. Mukul DAHIYA (IND) by TF, 10-0, 3:32
BRONZE: Arsenii DZHIOEV (AZE) df. Rakhim MAGAMADOV (FRA), 7-0

92kg (26 entries)
SEMIFINAL: Trent HIDLAY (USA) df. Osman NURMAGOMEDOV (AZE) by TF, 15-4, 6:00
SEMIFINAL: Amanula GADZHIMAGOMEDOV (UWW) df. Amirhossein FIROUZPOUR (IRI), 11-6

125kg (27 entries)
GOLD: Amir Hossein ZARE (IRI) df. Giorgi MESHVILDISHVILI (AZE), 5-0

BRONZE: Robert BARAN (POL) df. Vlagyiszlav BAJCAJEV (HUN), 5-0
BRONZE: Shamil SHARIPOV (BRN) df. Jonovan SMITH (PUR) by Fall, 4:07 (5-0)