#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.

#WrestleTirana

World Championships: Sadulaev caps golden return with 92kg title

Friday, November 1, 2024 - 00:20 By Ken Marantz

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TIRANA, Albania (October 31)--After a long absence from the mat forced by a combination of injuries and extenuating circumstances beyond his control, two-time Olympic champion Abdulrashid SADULAEV (AIN) returned in triumph.

It wasn't at his usual weight class and he has no plans to remain there, but for now the Russian great can be satisfied with adding yet another global gold medal to his formidable collection.

Sadulaev won his sixth world title in a third different weight class when he defeated Miriani MAISURADZE (GEO) 6-0 in the final at freestyle 92kg on Thursday, the final day of the Non-Olympic Weight Categories in Tirana.

"I can’t express what I feel yet," Sadulaev said. "I am very happy to be back on the top place of the podium of the world championships. This time it was a bit more difficult than the previous ones. There were many things that didn’t depend on me. I am glad."

Meanwhile, up-and-coming Masanosuke ONO (JPN), following up on Japan's success in the lightest weights at the Paris Olympics, completed a dominant run to the 61kg gold, while Nurkozha KAIPANOV (KAZ) and Avtandil KENTCHADZE (GEO) ended long waits to return to the medal podium by making it to the top step at 70kg and 79kg, respectively.

Sadulaev, wrestling at 92kg for the first time in his career and down from 97kg for the first time since winning the 86kg gold at the 2016 Rio Olympics, put up his usual granite wall of defense, while also showing the combination of speed, power and agility on the attack that sets him apart from his peers.

"I was about 98kg when I started the preparation," Sadulaev said. "The weight cut was not so difficult. I stopped eating flour and sweets, and the weight started to go down. Only the last two kilograms were a bit difficult to cut.

"The only problem was that I had the weigh-ins at 8 a.m. in the morning, then we arrived at the venue and I started wrestling in 30 minutes, I didn’t even have any time to rest. All the matches were just happening one by one with no rest. That’s why I got a bit tired in the semifinal match."

In the final, Sadulaev was on the activity clock in the first period when he scored a takedown, then added a pair of gut wrenches to build a 6-0 lead. From there, he held off everything that Maisuradze threw at him to add to the five world titles he won starting in 2014.

The last time the world saw Sadulaev, he suffered a serious neck injury and was beaten in the semifinals at the 2023 World Championships in Belgrade by Akhmed TAZHUDINOV (BRN), a former member of Sadulaev's wrestling school in Dagestan now competing for Bahrain who won the gold in Paris.

Sadulaev was declared ineligible to defend his Olympic 97kg title in Paris as part of sanctions on Russia and Belarus, and skipped what would have been his return at this year's European Championships in February due to injury.

"I found out that I will be wrestling at 92kg at the worlds only at the end of September," Sadulaev said. "I talked to the president of the federation. I was preparing to compete at the Olympic Games, but unfortunately, I wasn’t allowed to enter, that’s why I decided to give it a try here...One and a half months was enough for me to prepare."

But as he showed over the two days in Tirana, he could be as competitive as ever. He started by handily defeating fellow superstar David TAYLOR (USA) in a classic matchup in the first round, then showed that his fire for success still burned bright within him when he scraped together a 4-point takedown in the final seconds to edge Kamran GHASEMPOUR (IRI) 5-3 in the semifinals.

"It didn’t really matter if I had to wrestle Taylor in the final match or in the qualification round," Sadulaev said. "It would have been more interesting if it was a final match. It would have been very spectacular if we wrestled in the final.

"In the semifinal match, I missed an attack, and in the end, I had to get a last-second score. I think it made the match even more interesting."

Looking ahead, Sadulaev said he will be heading back up to 97kg. "This was the only one time for me wrestling at 92kg. This is not my weight class, I will be back at 97kg again. I just used this opportunity not to lose another year. I had to make history to win the world championships in three different weight classes."

The dynamic Ono, who won the world U20 gold in September, never let up on the gas in storming to a quick 10-0 victory in the 61kg final over Ahmet DUMAN (TUR).

As he did throughout the tournament, Ono transitioned immediately to a gut wrench from a takedown, scoring six quick points before Duman knew what hit him. Ono then used a snap-down to a low ankle for another takedown, then a gut wrench to finish the rout in 1:22.

Ono, who started his golden run with a 10-2 win over Tokyo Olympic and former two-time world champion Zavur UGUEV (AIN), reeled off 12-0, 11-0 and 12-0 victories to advance to the final.

The senior Asian bronze medalist this year at 65kg, he later revealed that an injury had hampered his preparations. "One month ago, I broke my ankle and I couldn't practice at all," Ono said. "The Uguev match was my first live wrestling after the fracture, and I was very unsure how I would do."

For Ono, currently a student at Yamanashi Gakuin University, the school that produced Tokyo Olympic champion Takuto OTOGURO (JPN), the question is where does he go from here?

Kotaro KIYOOKA (JPN), who followed Otoguro by winning the 65kg gold in Paris, beat Ono in the final at the 2023 All-Japan Championships during the Olympic qualifying process. Going down to 57kg, where Rei HIGUCHI (JPN) won the Paris gold, seems unlikely.

Wherever he ends up, he will go with confidence. "I don't know if I'll go to 65kg and face him [Kiyooka]," Ono said. "If I do, I'm definitely going to win."

As for celebrating his triumph in Tirana, that will have to wait. "In five days, I have the Japan University championships," he said.

In the 70kg final, Kaipanov scored all of his points in the second period to defeat Asian silver medalist Yoshinosuke AOYAGI (JPN) 5-3 and add the gold to the world silver he won in 2019 and become just the second world freestyle champion in Kazakhstan history -- and second in two years.

Kaipanov, a two-time former Asian champion, twice scored 2-point exposures by stopping body-lock throw attempts by Aoyagi, a former teammate of Ono's at Yamanashi Gakuin who was coming off a bronze-medal finish at the World U23 Championships held a week ago in the same venue.

Kaipanov's victory came a year after Rizabek AITMUKHAN (KAZ) captured the 92kg title in Belgrade to become their country's first-ever freestyle gold medalist.

Kentchadze, a four-time European bronze medalist whose only previous world medal was a 74kg silver won in 2015, scored six takedowns in a 13-4 victory over 2023 world U23 champion Magomed MAGOMAEV (AIN) to take the 79kg gold.

Kentchadze, who was fifth at the 74kg at last year's worlds in Belgrade, gave up an opening takedown, but responded by scoring two himself to go ahead. After the second, however, he got stuffed attempting a roll to go behind 4-4, but righted the ship and added two more takedowns before the break to lead 8-4.

In the second period, Kentchadze sandwiched two more takedowns around a stepout to pull away and emerge victorious in the tournament's most crowded weight class with 33 entries.

Taylor claims emotional bronze

Taylor didn't get the gold that he came out of retirement to get in Tirana, but he did show a bit of his old magic in claiming a bronze medal at 92kg with an impressive 6-2 comeback victory over Ghasempour.

"When you're good for so long, you never know when it's time to be done," said an emotional Taylor, the Tokyo Olympic and three-time world champion at 86kg. "I just got an opportunity to go out the way I wanted to."

Ghasempour, the 2021 and 2022 world champion at 92kg, opened the scoring with a takedown while on the activity clock to lead 2-0 at the break. In the second period, Taylor went on the offensive and scored three takedowns against the tough Iranian, the last coming with two seconds left to preserve the victory.

After the match, Taylor remained on the mat for a short while, drinking in the atmosphere and the applause of the crowd. Later, he smile broadly on the medal podium and posed for photo together with Sadulaev.

The 33-year-old had retired after failing to make the U.S. team to the Paris Olympics and took the head coaching job at powerhouse Oklahoma State University. But the chance to face Sadulaev for the first time and possibly add to his gold medal collection was incentive enough to bring him back to the mat. The luck of the draw saw him face Sadulaev in the first round, where he lost 7-0.

"It was a tough decision to wrestle, but I didn't want it to end the way it did in April," Taylor said. "Going into this, I was hyperfocused on wrestling Sadulaev. The game script didn't go as I thought. I should have wrestled [him] like I did [against Ghasempour]. [The bronze-medal match] was a match of redemption. It was a world-final caliber match."

Although they met just that one time, Sadulaev had kind parting words for Taylor. "I want to congratulate Taylor on an amazing career," he said. "He was one of the best wrestlers of the modern time. I wish him good luck. Sooner or later, I will retire as well. But not now."

In the other 92kg bronze-medal match, Batyrbek TSAKULOV (SVK) gave Slovakia a second bronze of the night when he rode a six-point lead to an 8-6 victory over a spirited Benjamin HONIS (ITA), who had been aiming to become Italy's first world medalist not named Frank CHAMIZO (ITA) since 2018.

Vito ARUJAU (USA), denied the chance to defend his world 61kg title by Ono in the semifinals, came away with a bronze medal by taking one of the biggest scalps of his career, beating Ugaev 8-3.

Arujau, shaking off a painful finger injury that caused him to need treatment during the second period, scored four takedowns in toppling the normally 57kg Uguev, who had obvious trouble handling the extra weight.

The other 61kg bronze went to Tsogbadrakh TSEVEENSUREN (MGL), who came up with a big move to defeat Nuraddin NOVRUZOV (AZE) by fall. Tseveensuren started with a 4-point pancake that Norvuzov reversed for 2, then countered a takedown attempt by locking the Azeri in a cradle and securing the fall at 2:30.

Russian-born Abdulmazhid KUDIEV (TJK) ended Tajikistan's 17-wait for a second world medal when he broke open a tight match with a 10-point flurry in the second period to defeat Akaki KEMERTELIDZE (GEO) 13-2 in a 70kg bronze-medal match.

Kudiev, a bronze medalist at this year's Antalya Ranking Series at 65kg, followed in the footsteps of another native Russian, Yusup ABDUSALOMOV (TJK), who won a silver at freestyle 84kg in 2007.

European U23 champion Inalbek SHERIEV (AIN), last year's world U23 gold medalist, claimed his first senior world medal with a 10-0 victory in the other 70kg bronze-medal match over Vasyl SHUPTAR (UKR). Sheriev scored three takedowns in the second period to end the match with :08 left.

At 79kg, Asian champion Mohammad NOKHODI (IRI), who knocked off six-time world champion Jordan BURROUGHS (USA) before losing to Kentchadze in the semifinals, overwhelmed young Kota TAKAHASHI (JPN) 10-0 to take home a world medal for the third consecutive year.

Takahashi, the world U23 champion at 74kg a week ago in Tirana, did a remarkable job of making it to the bronze-medal match, having come back from massive deficits in both of his repechage matches just a few hours earlier.

Akhsarbek GULAEV (SVK), the 2021 European champion, scored a 2-point exposure on a counter in the second period to edge Suldkhuu OLONBAYAR (MGL) 2-1 for the other 79kg bronze.

Freestyle Results

61kg (27 entries)
GOLD: Masanosuke ONO (JPN) df. Ahmet DUMAN (TUR) by TF, 10-0, 1:22

BRONZE: Tsogbadrakh TSEVEENSUREN (MGL) df Nuraddin NOVRUZOV (AZE) by Fall, 2:30 (8-2)
BRONZE: Vito ARUJAU (USA) df. Zavur UGUEV (AIN), 8-3

70kg (25 entries)
GOLD: Nurkozha KAIPANOV (KAZ) df. Yoshinosuke AOYAGI (JPN), 5-3

BRONZE: Inalbek SHERIEV (AIN) df. Vasyl SHUPTAR (UKR) by TF, 10-0, 5:52
BRONZE: Abdulmazhid KUDIEV (TJK) df. Akaki KEMERTELIDZE (GEO) by TF, 13-2, 4:39

79kg (33 entries)
GOLD: Avtandil KENTCHADZE (GEO) df. Magomed MAGOMAEV (AIN), 13-4

BRONZE: Mohammad NOKHODI (IRI) df. Kota TAKAHASHI (JPN) by TF, 10-0, 3:49
BRONZE: Akhsarbek GULAEV (SVK) df. Suldkhuu OLONBAYAR (MGL), 2-1

92kg (29 entries)
GOLD: Abdulrashid SADULAEV (AIN) df. Miriani MAISURADZE (GEO), 6-0

BRONZE: David TAYLOR (USA) df. Kamran GHASEMPOUR (IRI), 6-2
BRONZE: Batyrbek TSAKULOV (SVK) df. Benjamin HONIS (ITA), 8-6