‘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

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.

#WrestleAmman

Choe crushes Kiyooka to become frontrunner at 53kg

Friday, March 28, 2025 - 21:28 By Ken Marantz

AMMAN, Jordan (March 28)--It can be said that with a victory in the 53kg final at the Asian Championships, Hyogyong CHOE (PRK) has become the favorite to fill the hole left by the move up to 57kg by Paris Olympic champion Akari FUJINAMI (JPN).

Choe, a Paris bronze medalist herself, powered to a comprehensive 12-1 victory over world 55kg champion Moe KIYOOKA (JPN) at the Asian Championships on Friday in Amman, Jordan, establishing herself as the one to beat in the runup to the 2028 Los Angeles Olympics.

Choe had an answer for everything Kiyooka threw at her, and seemed to score at will both offensively and defensively to give the DPR Korea its lone win in three finals on the final day of the women's competition.

"Our national wrestling team has trained together as one united group, supporting each other along the way," Choe said. "I was only focused on training to raise our national flag high on the world stage."

Japan picked up golds by Sara NATAMI (JPN) at 57kg and Miwa MORIKAWA (JPN) at 65kg to finish with four overall -- a somewhat disappointing showing for the preeminent women's powerhouse -- and win the team title with 186 points. China finished second with 157, two ahead of DPR Korea in third.

The other golds at stake Friday went to MANISHA (IND), who won the 62kg title to end a streak of three consecutive bronzes, and four-time world medalist Zhamila BAKBERGENOVA (KAZ), who took home her fourth career gold at 72kg.

In the 53kg final, Kiyooka, who moved down to the Olympic weight with eyes firmly on Los Angeles, scored first with an activity point, but who would have thought that would be the extent of her efforts for the rest of the match?

Choe got onto the scoreboard by getting in on a single, raising the leg into the air and, after a struggle, finishing off the takedown to lead 2-1 at the break.

In the second period, Choe took advantage of some anxiousness on Kiyooka's part. Choe layed in wait for Kiyooka to take a shot, then sprung the trap by reaching back and whipping Kiyooka onto her back for 2.

From there, Kiyooka failed to properly set up two tackle attempts and it cost her when Choe had little trouble fending off the attacks and spinning behind for takedowns. After the second one, Choe latched onto the laces and rolled twice to finish off the win with 39 seconds to spare.

Hyogyong CHOE (PRK) completes the lace against Moe KIYOOKA (JPN) in the 53kg final during the Asian Championships. (Photo: United World Wrestling / Kostadin Andonov)

"Our team, led by our esteemed Supreme Commander, had absolute confidence in victory and felt no fear at all," said Choe, who took home a third career continental medal, having won an Asian bronze at 55kg in 2010 and an Asian Games bronze in 2023.

It was an eye-opening setback -- and just her third loss ever to a non-Japanese -- for the 21-year-old Kiyooka, whose older brother Kotaro won the freestyle 65kg gold at the Paris Olympics. She had preceded her world title by winning the Asian gold last year at 55kg, and came into Amman coming off a victorious run at the Tirana Ranking Series event in February.

The match-winning sequence between Sara NATAMI (JPN) and Il Sim SON (PRK) during the 57kg final at the Asian Championships. (Photo: United World Wrestling / Kostadin Andonov)

In the 57kg final, 2023 world U23 champion Sara NATAMI (JPN) learned from an early mistake and avoided giving up the same points to Il Sim SON (PRK) to preserve a hard-earned 2-2 victory on last-point criteria.

"I gave everything I had to win," Natami said. "Without thinking about how much time was left, I tried to put together moves to create a chance that would lead to points all the way up to the end."

Natami, the 2022 Asian champion at 59kg, gave up a takedown in the first period when Son spun out of an underhook and got behind for a 2-0 lead. In the second period, Natami emerged from a scramble by flipping Son onto her back to go ahead 2-2 on criteria.

With Natami desperately clinging to the lead, Son once again spun out of an underhook, but this time the Japanese was ready and managed to keep Son from getting behind.

Sara NATAMI (JPN) secured her second career title at the Asian Championships. (Photo: United World Wrestling / Kadir Caliskan)

"She was very powerful, and I didn't want to give in to the pressure," said Natami, who earlier advanced to the final with a victory by fall over Paris Olympics bronze medalist Kexin HONG (CHN). "In the first period, my aim was to see how far I could keep her from scoring points."

Natami now faces the daunting task of trying to knock off Fujinami when the young superstar returns for her first individual competition at the All-Japan Invitational Championships [Meiji Cup] in June, a qualifier for the World Championships.

"Akari Fujinami will be entered, and although it's not just her, my goal right now is to beat Fujinami," Natami said. "If I can do that, next will be the World Championships."

MANISHA (IND) defends an arm-spin attempt from Ok Ju KIM (PRK) In the 62kg final. (Photo: United World Wrestling / Kostadin Andonov)

The match of the finals came at 62kg, where MANISHA (IND) rallied from a five-point deficit for a thrilling 8-7 victory over Ok Ju KIM (PRK) for her first Asian gold after winning three consecutive bronzes.

"At every competition my start is very slow. Even at the World Championships you must have seen this last year," Manisha said, referring to her fifth-place finish in Tirana. "I am working on it. Today, I had this positive feeling about myself that I will perform my best."

After giving up an activity point to Kim, Manisha came back with a nice ankle pick for a takedown to take a 2-1 lead into the second period. That's where the action really got going.

Manisha constantly used an underhook offense, which Kim countered with a sitout spin that enabled her to get behind. She used the technique to score three takedowns of different variations to move in front 7-2.

But Manisha finally wised up and avoided the same mistake, opting for a snapdown attack that led to two takedowns to cut the gap to one. With 20 seconds left, she pancaked Kim for a 2-point exposure to clinch the victory.

"I was trailing in the first period but I could feel that she was tired," Manisha said. "As wrestlers we know when our opponent is tired. When the second period began, I could feel she was very tired. I had worked on it and I wanted to be pushing at full force all the time. So it was easy to cover."

Manisha said that tribulation of making the Indian team served as good preparation for the tournament in Amman.

"The competition in India is also tough," Manisha said. "But I did my best there and when I won, I realized that I can do well here as well. I was very positive from the start. Maybe the hard work of previous years will help me in 2025."

Kim made the final in her senior international debut with a stunning victory by fall in the semifinals over Paris Olympic 68kg bronze medalist and two-time world champion Nonoka OZAKI (JPN).

Miwa MORIKAWA (JPN) works to finish a takedown against Enkhjin TUVSHINJARGAL (MGL) in the 65kg final. (Photo: United World Wrestling / Kostadin Andonov)

At 65kg, Morikawa added to her gold from 2022 with a solid 6-2 victory over Enkhjin TUVSHINJARGAL (MGL), who had to settle for the silver for the second straight year.

"I won the title and was able to do a victory lap for the first time in awhile, so I am happy about that," said Morikawa, a three-time world medalist, including a gold in 2022. "But this time, the opponents were not so strong, so there are some things I need to look back on about how I wrestled. Most of all, I won the gold, so that's good."

Morikawa, coming off a victory at the Tirana Ranking Series, scored a takedown with Tuvshinjargal on the activity clock, then forced her over for a 2-point exposure to take a 5-0 lead into the break.

Tuvshinjargal mounted a comeback of sorts with a takedown in the second period, but couldn't further break through the defenses of Morikawa, who added a stepout on a counter. It was the second straight year that Tuvshinjargal lost to a Japanese in the final, having fallen to Mahiro YOSHITAKE (JPN) last year in Bishkek.

Morikawa lamented the fact that the DPR Korea had no entry in the weight class as she prepares for her next shot at a world title.

"At first, it had an entry but was withdrawn, so I had to fight who was here," Morikawa said. "I felt like there's no way I would be allowed to lose. My goal this year is to win the gold at the World Championships, so first of all to win in Asia is a good step.

"But globally, there are many strong opponents...I am well aware that the level around the world is continually getting better, so to keep from losing, I want to practice harder and harder, keep improving and make it so that people will still say that Japan is the strongest."

In the 72kg final, Bakbergenova capped the women's competition by scoring all of her points in the second period to forge a 4-1 victory over world U20 silver medalist and Asian U20 champion Yuqi LIU (CHN) for her fourth Asian gold and sixth medal overall.

There were plenty of shots in the first period, but none of them connected and an activity point for Liu was the lone score going into the break.

In the second period, Bakbergenova received an activity point, then pulled ahead with a 2-point exposure from a single-leg attack, which she followed by forcing a stepout. In the waning seconds, Bakbergenova defended against a single-leg attack to secure the victory.

Olympic medalists Hong, Ozaki settle for bronzes

In bronze-medal matches, the two Olympic bronze medalists who suffered stunning losses by fall in the semifinals, Hong and Ozaki, swallowed their pride and came back to secure some consolation from their trip to Amman with quick wins.

At 57kg, Kexin HONG (CHN) took little time in finishing off a not-so-easy opponent in two-time Asian medalist Bolortuya KHURELKHUU (MGL), scoring a takedown and going straight to the lace lock, whipping off four rolls for a 10-0 win in :59.

Three matches later, Ozaki made it look like an instant replay, although she needed just 28 seconds to overwhelm local teenager Tala ABUKHEIT (JOR) in the exact same way for a 62kg bronze and her fourth career Asian medal.

Coming off the mat, Ozaki could only manage a wry smile over a tournament that went awry. Ozaki, who won the bronze in Paris and last year's Asian gold at 68kg after losing out to Sakura MOTOKI (JPN) at 62kg, earned her ticket to Amman by winning the All-Japan [Emperor's Cup] title in her return to 62kg.

"I was defeated [here], but after the Olympics, I moved back to this weight class, so I see it as an experience," Ozaki said. "It's a disappointing memory here, but I'm going to do what I can to be a contender again."

Ozaki said the psychological effect of cutting weight was bigger than the physical.

"I had to drop some weight, but mentally it was really tough," she said. "After the Olympics, where I had taken the bronze, i was really nervous about coming back, more nervous than I've ever been. But I look at it all as an experience."

The other bronze at 57kg went to Youngjin KWON (KOR), who picked up her first major medal when she survived a dangerous situation and went on to notch a victory by fall over Pei Ying LIAO (TPE).

Kwon came out like gangbusters with a 4-point headlock throw and a 2-point roll, but when she went for a gut wrench, Liao stepped over and put her on her back. Kwon escaped the predicament, and in the second period, put Liao onto her back during a counter takedown and secured the fall in 5:13.

Kalmira BILIMBEK KYZY (KGZ) gave Kyrgyzstan its lone medal of the night and her second career bronze at 62kg, breaking open a stepout-a-thon to build a 10-3 lead before defeating Tynys DUBEK (KAZ) by fall.

Bilimbek Kyzy led at one point 4-3, with all of the points coming on stepouts, then finally connected on three takedowns before securing the fall.

At 53kg, Asian U23 bronze medalist Zeinep BAYANOVA (KAZ) scored in a variety of ways to grind out a 10-6 victory over world U23 bronze medalist Otgontuya CHINBOLD (MGL).

Bayanova employed an arm drag, an inside leg trip and a counter tilt among her techniques to deny a third Asian bronze to Chinbold, whose three stepouts in the second period left her on the short end of the decision.

ANTIM (IND) earned her second career Asian medal with powerful 10-0 win over Meng Hsuan HSIEH (TPE) in the other 50kg bout, getting a 4-point takedown in an eight-point first period, then ending the match 25 seconds into the second with a double-leg takedown.

At 65kg, Qi ZHANG (CHN), last year's 59kg champion, earned her fourth career Asian medal dating back to 2017 with a 10-0 victory over Gaukhar MUKATAY (KAZ).

Zhang opened with a 4-point takedown and went to the gut wrench for three rolls or tilts to end the match in 1:43.

Shakhzoda ALLANIYAZOVA (UZB) claimed her first-ever major medal by winning the other 65kg bronze, scoring a juicy 4-point takedown off an arm drag early in the second period and then defending well to defeat Jeongae BARK (KOR) 5-1.

At 72kg, former world champion Masako FURUICHI (JPN), denied a chance for a first-ever Asian title with a close loss to Bakbergenova in the semifinals, rolled to a 10-0 win over teenager Sehee KIM (KOR) as she settled for a third continental medal in her first appearance since 2018.

Furuichi, who has completed the "Grand Slam" of all four world age-group golds, spun behind on a takedown counter, then reeled off four gut wrenches this way and that for the victory in 1:37. The victory added to her silver in 2017 and bronze in 2018.

In the other 72kg match, veteran Bolortungalag ZORIGT (MGL) added a second straight Asian bronze and fifth overall to her collection with a victory by fall over two-time Asian U23 medalist Svetlana OKNAZAROVA (UZB).

Zorigt, who also has an Asian gold from 2021 --the year Japan did not participate -- pancaked Oknazarova for a 2-point exposure, then twisted her onto her back for the fall in 52 seconds.

Day 4 Results

Women's Wrestling

53kg (11 entries)
GOLD: Hyogyong CHOE (PRK) df. Moe KIYOOKA (JPN) by TF, 12-1, 5:21

BRONZE: Zeinep BAYANOVA (KAZ) df. Otgontuya CHINBOLD (MGL), 10-6
BRONZE: ANTIM (IND) df. Meng Hsuan HSIEH (TPE) by TF, 10-0, 3:25

57kg (12 entries)
GOLD: Sara NATAMI (JPN) df. Il Sim SON (PRK), 2-2

BRONZE: Kexin HONG (CHN) df. Bolortuya KHURELKHUU (MGL) by TF, 10-0, :59
BRONZE: Youngjin KWON (KOR) df. Pei Ying LIAO (TPE) by Fall, 5:13 (12-2)

62kg (10 entries)
GOLD: MANISHA (IND) df. Ok Ju KIM (PRK), 8-7

BRONZE: Nonoka OZAKI (JPN) df. Tala ABUKHEIT (JOR) by TF, 10-0, :48
BRONZE: Kalmira BILIMBEK KYZY (KGZ) df. Tynys DUBEK (KAZ) by Fall, 5:38 (10-3)

65kg (12 entries)
GOLD: Miwa MORIKAWA (JPN) df. Enkhjin TUVSHINJARGAL (MGL), 6-2

BRONZE: Qi ZHANG (CHN) df. Gaukhar MUKATAY (KAZ) by TF, 10-0, 1:43
BRONZE: Shakhzoda ALLANIYAZOVA (UZB) df. Jeongae BARK (KOR), 5-1

72kg (8 entries)
GOLD: Zhamila BAKBERGENOVA (KAZ) df. Yuqi LIU (CHN), 4-1

BRONZE: Masako FURUICHI (JPN) df. Sehee KIM (KOR) by TF, 10-0, 1:37
BRONZE: Bolortungalag ZORIGT (MGL) df. Svetlana OKNAZAROVA (UZB) by Fall, :52 (4-0)

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

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

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Choe crushes Kiyooka to become frontrunner at 53kg