#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.

#JapanWrestling

Wrestling prodigy Ono takes big strides, with family's support

Wednesday, January 8, 2025 - 14:23 By Vinay Siwach

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JAPAN (January 8) -- Ben ASKREN calls him the 'best wrestler on the planet.' Jordan BURROUGHS (USA) invited him as a special guest to his academy. Kids are lining up to take his autograph. Wrestling social media pages have numerous highlights of him.

No wrestler has been talked about as much as Masanosuke ONO (JPN) in recent times, and not because he has a soy sauce named after him.

Two months have passed since he won the World Championships on the first attempt, but Ono remains the hottest topic in wrestling. Currently in the United States for various commitments, Ono first broke out by winning the U20 World Championships in October, and two weeks later, he rocked the world with his run at the World Championships in Tirana.

The 20-year-old, using his speed and a lethal gut wrench, dominated Olympic champion Zavur UGUEV (AIN), blanked world champion Vitali ARAJAU (USA) and posted three other technical superiority wins en route to the gold medal at 61kg. All that with a broken ankle.

"One month ago, I broke my ankle, and I couldn't practice at all," Ono had said after winning the gold in Tirana. "The Uguev match was my first live wrestling match after the fracture, and I was very unsure how I would do."

"It's like a dream for us," said Noriko, Ono's mother, who watched her son in the arena in Tirana. She was joined by her husband Masaharu, who was equally elated with his son's success.

Masanosuke ONO (JPN)
Masanosuke ONO (JPN) with his with sister Konami, left and Abdulrashid SADULAEV (center).

This was not the first time the couple had traveled with the Ono for a wrestling tournament. Well before Masanosuke became a world-known wrestler, the Ono household had been traveling for wrestling. In 2015, they traveled to Las Vegas for the World Championships. Photos of Ono with Burroughs and other wrestlers went viral on social media after he won.

Masaharu has several anecdotes of his son Ono's childhood, especially from wrestling tournaments.

"We stayed at the same hotel as the wrestlers in 2015," Masanharu recounts. "One day, he was missing. We searched for him in the hotel and later found that he was eating with Haji Aliyev and going around wrestlers' rooms to get autographs."

Jordan BURROUGHS (USA)
Jordan BURROUGHS (USA) poses for a picture with Masansuke and Konami ONO in 2015.

Ono's parents were not the only ones surprised. Former world champion Yuki TAKAHASHI (JPN), who was wrestling at 57kg in the 2015 World Championships, heard a rumor that a little wrestler from Japan had come to Las Vegas to watch the World Championships.

"It's very rare in Japan, and he's the only little wrestler I've ever known who has traveled all the way overseas to watch matches like this," Takahashi says. "That was the first time I saw him, in the hotel. I was the same age at the time as he is now, a third-year university student. I don't remember talking to him directly, but I remember feeling very happy watching him running around with a big smile on his face."

Takahashi, a two-time Olympian for Japan, is now a coach at Yamanashi Gakuin University, the school that produced Tokyo Olympic champion Takuto OTOGURO (JPN) and where Ono is a third-year student now.

Masanosuke ONO (JPN)
Masanosuke ONO (JPN) wrestling in school.

His story, however, begins way back -- when Ono was in kindergarten. Or, more specifically when he was removed from a music class. 

Unable to sit still and constantly interrupting his teacher, Ono was asked to leave the class. "The teacher was angry and told him to take up wrestling," Masaharu says.

Turns out, music's loss is wrestling's gain.

Ono's father Masaharu had no experience in wrestling, he practiced Kendo, a form of martial arts that uses sticks. Yet, he trained Ono, and himself fell in love with the sport.

"Wrestling, a sport in which you don't use any equipment, you compete using only your body," he says. "It's a fair competition. Whether you win or lose, you are solely responsible. There are no excuses. The match starts and ends with a handshake. I love that about it. I incorporated elements of Kendo into Masanosuke's wrestling. So I coached him, even though I had no experience."

Kenichiro FUMITA(JPN)The Ono siblings with Kenichiro FUMITA(JPN) in 2016.

Soon, Ono's sister Konami joined the training. Konami is two years younger than Ono but is already making a name for herself. She won the Japan Queen's Cup in 2023 and won silver at the U17 World Championships at 61kg after she won the prestigious Klippan Lady Open.

In the Ono household, wrestling became a way of life. Masaharu would take his kids to most domestic competitions in Japan. If not competing, they would travel to watch. He even made a "Save Olympic Wrestling" banner in 2013 when wrestling was dropped from the Olympic program.

At the 2012 Japan Championships, Kenichiro FUMITA (JPN) made a stunning debut, winning the gold medal. Later that day, Ono recognized Fumita outside the arena and ran to get his first autograph.

Yuki TAKAHASHI (JPN)Yuki TAKAHASHI (JPN), center, a coach at the Yamanashi Gakuin University, pictured with Masanosuke ONO (JPN), second from right.

Ono would join Yamanashi Gakuin University, and Takahashi would see him again since the 2015 World Championships.

"He had grown bigger since I came to watch the World Championships, but he looked like he was having fun practicing, and his attitude seemed the same as it was back then," Takahashi says. "My first impression was that he was stronger in defense than in attack. I remember it was hard to score points. We had a lot of sparring, and watching him wrestling with pure joy made me feel young again."

Takahashi says that he expected Ono to be dominant once he is free of injuries and begins competing internationally. 

"He had a lot of injuries and was unable to participate in many domestic tournaments for a long time, but when he is not injured and can train normally, he is really strong," he says. "He does not lose to fighters in higher weight classes. When he first entered the school, he was very weak even when sparring with me, but now he is really strong and has good natural ability, so I can feel his strength."

Ono made his international debut at the 2024 Asian Championships in 65kg and returned with a bronze medal from the Asian Championships after he was pinned by Tulga TUMUR OCHIR (MGL) who used a perfect arm throw. He dropped back to 61kg, a weight class more suited to him, and Ono was a menace.

"He doesn't change his wrestling style depending on his opponent but sticks to his own style. I expected him to win both the World Championships, but I didn't expect him to win so overwhelmingly."

The reason for Ono's ability to be the best on the mat comes from his speed. Takahashi explained that Ono researches a lot on his opponent and is quick to understand their gameplan.

"After he returned to Japan, I asked him about his impressions of Uguev. He said that he had done a lot of research and was able to understand what he was going to do just by moving a little," he says. "In terms of technique, it's not flexibility, but his speed that is so fast. There is always an initial movement before a technique, but he can perform the technique right there, so the opponent's reaction is delayed. Also, he predicts this and still performs the technique, so the opponent cannot even react."

 

Masanosuke ONO (JPN)
Soy sauce named Masanosuke, after Ono.

While Ono is away in the United States, his father Masaharu is planning for a long 2025 season. He wants to continue his travels with Masanosuke and Konami, which he has done since 2015. An owner of a soy sauce brewing factory in the Shimane Prefecture, Masaharu has even launched a soy sauce named after his son.

"I would be happy if people in the wrestling world around the world liked Masanosuke's interesting character," Masaharu says. "I am happiest when I travel the world to attend wrestling matches with Masanosuke and Konami."

Masaharu has documented his children's journey and is enjoying the love his son is getting so far in wrestling. Whether fans or his opponents, Ono is celebrated. Ono's walk after winning the gold was similar to what Connor McGregor did during his career; it went viral, adding to his celebrations like a fictional character from the manga series Attack on Titan (Shingekino Kyojin).

Masanosuke ONO (JPN)The Ono family in Budapest for the 2018 World Championships.

Masaharu also documented his family's trip to the 2018 World Championships in Budapest. Ono, then 14 years old, would run around to get pictures clicked. He got a few with Kyle SNYDER (USA), Sadulaev, Hassan YAZDANI (IRI), Taha AKGUL (TUR) and other stars.

And Masaharu has no plans to stop capturing his children on and off the wrestling mat. And then tell the stories of his travels.

"The viral photo with Burroughs was by chance," Masaharu says. "Ono had wandered off in the hotel and took his autograph. I did not believe that it was Burroughs's autograph. So he took me to his room and asked me to click a photo with Burroughs as evidence. That's how we got the photo. Later that night he won the gold medal at 74kg."