‘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

Rising star Masoumi gains revenge, joins gold rush by young Iran team

Sunday, March 30, 2025 - 20:27 By Ken Marantz

AMMAN, Jordan (March 30) -- Amirreza MASOUMI (IRI) settled an old score as he continued his emergence as the new face in the heavyweight class.

Rising star Masoumi defeated Lkhagvagerel MUNKHTUR (MGL) in the 125kg final as Iran won three of the five Freestyle titles at stake on the final day of the Asian Championships on Sunday in Amman, Jordan.

The 20-year-old Masoumi's 6-0 victory over Munkhtur avenged a loss in the quarterfinals two years ago at the Asian Championships, and gave the reigning world U23 and U20 champion the first of what could be many senior Asian titles to come.

Iran also got golds from teenager Abolfazl RAHMANI (IRI) at 86kg and world U23 champion Amirhossein FIROUZPOUR (IRI), who successfully defended his 92kg title, while collegian Takara SUDA (JPN) gave Japan its third freestyle gold with a victory at 61kg and Nurkozha KAIPANOV (KAZ) triumphed at 74kg to become a three-time Asian champion.

The young Iran squad, which medaled in all but one weight class, compiled 190 points to run away with the team title for the second straight year and sixth time in seven years. Japan finished second with 146, while Kazakhstan edged Mongolia by two points for third place with 125.

"Iran did something really great and valuable this year by bringing young wrestlers to the Asian Championships, proving that we can win the title with them and that they deserve our trust," said Masoumi, whose father Fardin was a two-time world medalist and finished fifth at the 2008 Beijing Olympics.

"The championship age is getting lower in the world, and I believe the more opportunities we give these young athletes, the bigger achievements they can accomplish."

Masoumi came into Amman riding high from a victory at the Zagreb Ranking Series event in February, a year after losing in the final to compatriot, world champion and two-time Olympic medalist Amir ZARE (IRI). Lanky for a heavyweight, Masoumi combines a lethal combination of speed, agility and power.

In the final against Munkhtur, a two-time world medalist and the 2023 Asian champion, Masoumi quickly took advantage of an opening and tripped the Mongolian backward at the edge for a 4-point takedown. He then used a double underhook to muscle Munkhtur over the edge to get a stepout with a fleeing point tacked on.

Although Masoumi went scoreless in the second period, he was never put in danger and fended off all of Munkhtur's efforts.

"Munkhtur is a tough and respectable opponent," Masoumi said. "He’s a world silver medalist, a world bronze medalist, the runner-up at the Asian Games, and an Asian champion.

"Thank God, with my coaches’ analysis and my own progress over the past few years, I was able to wrestle a smart match, winning 6-0 and avenging my loss to him in the Asian Championships two years ago."

Masoumi said his next competition will be the domestic Takhti Cup, which will serve as a national team qualifer for this year's World Championships in Zagreb.

"All of the top heavyweight contenders, including the biggest names, will compete there," he said. "I’ll also participate and test my chances for the Zagreb competition."

Abolfazl RAHMANI (IRI) posted an 11-4 victory over Bolat SAKAYEV (KAZ) in the 86kg final. (Photo: United World Wrestling / Kadir Caliskan)

At 86kg, Rahmani put on an impressive performance in roaring to an 11-4 victory over Bolat SAKAYEV (KAZ), the 2023 Asian champion at 79kg who, at 32, was an opponent nearly twice his age.

Rahmani, less than one year removed from taking an Asian U20 silver, started his quest for senior gold with a single-leg takedown, then gave up one to Sakayev. Rahmani gained an activity point to lead 3-2 going into the second period.

The Iranian increased the gap by stepping over for a 2-point exposure on the edge, then really got rolling when he got behind for a takedown and hit a gut wrench. Another takedown put him up 11-2 before Sakayev capped the scoring with a late takedown.

Amirhossein FIROUZPOUR (IRI) wrestles Deepak PUNIA (IND) in the 92kg final. (Photo: United World Wrestling / Kadir Caliskan)

Firouzpour, like Masoumi a world U23 champion and winner in Zagreb, turned in the most dominant victory of the night's finals, crushing Deepak PUNIA (IND) 10-0 for his second straight gold at 92kg and third overall.

A stepout and a snap-down takedown gave the 22-year-old Firouzpour a 3-0 lead in the first period. In the second, he added three more stepouts -- with a fleeing point added to one -- and an activity point to go up 8-0, then ended the match by countering a trip attempt and getting behind with 39 seconds left.

Firouzpour finished the tournament with two technical falls in three matches, and without conceding a point.

"My main goal was to not give up any points and wrestle my best in this tournament," Firouzpour said. "I’m happy that I achieved the result I wanted. I hope to perform well in the upcoming Takhti Cup...and to win gold at the World Championships in Croatia."

Firouzpour also praised Iran coach Pejman DOROSTKAR for taking the chance to assemble such a young team for the tournament.

"Not every head coach would take that risk, but he embraced the challenge and built a U23 team," Firouzpour said. "In fact, most of our team was under 21. Only one other wrestler and I were 22, while almost everyone else was under 20.

"Thanks to his decision, we won nine medals and dominated Asia. With a coach and federation president like we have now, I’m confident we’ll achieve the best results at the World Championships as well."

Punia, a world silver medalist at 86kg in 2019, earned his fourth Asian medal and first since 2022. He also has a silver from the 2023 Asian Games and placed fifth at the Tokyo Olympics.

Takara SUDA (JPN) defends against UDIT (IND) in the 61kg final. (Photo: United World Wrestling / Kostadin Andonov)

Suda, winner at the Tirana Ranking Series event in February in his international senior debut, made it 2 for 2 on this level with a 6-4 victory in the 61kg final over UDIT (IND), last year's silver medalist at 57kg.

"I was determined to win the gold medal," Suda said. "To win my second senior tournament, following the Ranking Series, shows I can be competitive on this level."

Suda fired straight out of the blocks and scored a stepout with a charging single leg, then added a single-leg takedown to go into the break 3-0.

Udit went on the offensive in the second period, but couldn't seem to keep hold of the elusive Suda, who twice jumped free when Udit grabbed a low single. Udit kept his grip a third time, but Suda still managed to squirm free.

An activity point put Udit onto the scoreboard, but Suda quickly responded with a snap-down takedown. The two traded late stepouts before Udit scored a takedown in the final seconds that still left him short.

"In the final, I knew the Indian opponent would be strong physically," Suda said. "At the very least, I wanted to be aggressive in the first period."

Suda earned his ticket to Amman by winning his first national title last December in the absence of injured world champion Masanosuke ONO (JPN), his Yamanashi Gakuin University teammate and training partner. Ono has since announced he will compete for Penn State University in the United States next season.

Nurkozha KAIPANOV (KAZ) added a third Asian title to his name. (Photo: United World Wrestling / Kostadin Andonov)

In the 74kg final, Kaipanov put on a masterclass in defending against a dangerous opponent, with a stepout and activity point in the second period lifting him to a 2-1 victory over Orozobek TOKTOMAMBETOV (KGZ) and his first Asian title since 2021.

Toktomambetov, the 2024 world U23 silver medalist who took an Asian bronze at 70kg in 2023, gained an activity point for the lone score of the first period. But he couldn't break through Kaipanov's defenses in the second as the Kazakh veteran took the lead and held on for the win.

The victory makes Kaipanov a four-time Asian medalist, having won his first gold at 70kg in 2019 and a silver medal in 2022. He also took a world bronze at 70kg in 2019.

Dauletbekov grabs 92kg bronze for 6th career medal

Veteran Azamat DAULETBEKOV (KAZ), who moved up 92kg late last year, was unable to continue his remarkable streak of Asian titles, but assured he would not leave Amman empty-handed when he defeated Sherzod POYONOV (UZB) 2-1 for a bronze medal.

Dauletbekov scored a stepout in the first period, and that proved the difference when the two had offsetting activity points to give him a sixth career Asian medal dating back to 2017.

The world bronze medalist, who won three straight Asian golds at 86kg from 2022-2024, bumped up a weight class following the Paris Olympics, where he placed 11th.

The other 92kg bronze went to Takashi ISHIGURO (JPN), who stormed to an 11-0 victory over Bekzat RAKHIMOV (KGZ) to add to his bronze at 97kg in 2021. Ishiguro barged to a 4-point takedown right off the bat, then got behind in standing position and took Rakhimov to the mat while executing a gut wrench, then added another roll for the 10-point gap at 1:52. An unsuccessful challenge added the final point.

In one of the oddest matches of the tournament, DINESH (IND) scored a takedown with :40 left to cap a comeback in a wild 14-12 victory over an obviously fatigued Zyyamuhammet SAPAROV (TKM) for a 125kg bronze.

Saparov, the 2023 Asian U23 champion, looked chipper at the start, hitting Dinesh with a slick arm throw for 2, then using an arm spin for another takedown and adding a gut wrench to lead 6-0.

But from there, it became clear he was struggling for breath, and the only thing that seemed to save him were constant breaks to stop a bloody nose. Dinesh continually chipped away at the lead, although Saparov managed one spurt in the second period when he got behind for a takedown and added a gut wrench to go ahead 12-7.

Dinesh kept pressing and kept scoring, inevitably getting the winning points to clinch his first major medal. With Saparov's loss, Turkmenistan continued a medal drought at the Asian Championships dating back to 2018.

Shamil SHARIPOV (BRN) claimed the other 125kg bronze and his second in a row with a victory by fall over Ahmed AL JAMIE (IRQ).

Leading 4-1 in the second period, Sharipov was sprawling when he reached under and pulled in Al Jamie's leg, forcing him to his back for a 4-point move before pressing down for the fall in 4:53.

At 61kg, Ahmad JAVAN (IRI), the winner at this year's Zagreb Ranking Series event, capped his debut at the Asian Championships with a solid 6-1 victory that relegated Kum Chol RI (PRK) to a second straight silver medal.

After thwarting a nice ankle pick by Ri and converting it into a takedown, Javan went on the offensive and got two takedowns off a high crotch, sandwiched around a stepout by Ri. Javan then defended well in a scoreless second period to add the Asian bronze to those at the world U20 in 2022 and world U23 in 2021 at 57kg.

Wanhao ZOU (CHN) won the other 61kg bronze, getting a takedown and stepout in the first period in a 4-2 victory that denied Bekbolot MYRZANAZAR UULU (KGZ) a second career bronze.

At 74kg, Tu Erxun AHEIYOU (CHN) received an activity point in each period, while putting up a Great Wall of Defense to defeat Fazliddin NASRITDINOV (UZB) 4-0. Aheiyou got his last two points when he stopped a last-ditch throw attempt by Nasritdinov.

Mohammad Reza SHAKERI (IRI) became the lone Iranian in freestyle to leave without a medal when was dealt a heartbreaking 2-2 defeat by Magomedrasul ASLUEV (BRN), despite being the aggressor throughout their 74kg match.

Shakeri, the 2023 world U230 champion at 65kg, gained an activity point in the first period, but Asluev went ahead in the second when he managed to gain control long enough for a takedown during a scramble that ended with Shakeri gaining a stepout.

To his credit, Asluev deftly slipped out when Shakeri got behind on the ankles, and whizzered out of another takedown attempt as he added to his bronze from 2023.

At 86kg, Asian U20 champion Batbilguun NAADAMBAT (MGL), burned once by an arm spin by Nan CAO (CHN), was ready the second time, stopping his opponent in mid-twist and securing a second-period fall.

Cao, the Asian U23 champion at 79kg, took the lead with an acrobatic takedown in the first period. But Naadambat was ready the second time and it resulted in his first senior medal.

Stocky Tatsuya SHIRAI (JPN) came away with his second straight 86kg bronze, using his low center of gravity to score four stepouts and defeat Mukul DAHIYA (IND) 4-2.

Shirai, the 2022 world U23 champion, chalked up two stepouts in each period before 2023 Asian U20 champion Dahiya finally got on the scoreboard with a takedown late in the second period.

Day 6 Results

Freestyle

61kg (12 entries)
GOLD: Takara SUDA (JPN) df. UDIT (IND), 6-4

BRONZE: Ahmad JAVAN (IRI) df. Kum Chol RI (PRK), 6-1
BRONZE: Wanhao ZOU (CHN) df. Bekbolot MYRZANAZAR UULU (KGZ), 4-2

74kg (16 entries)
GOLD: Nurkozha KAIPANOV (KAZ) df. Orozobek TOKTOMAMBETOV (KGZ), 2-1

BRONZE: Tu Erxun AHEIYOU (CHN) df. Fazliddin NASRITDINOV (UZB), 4-0
BRONZE: Magomedrasul ASLUEV (BRN) df. Mohammad Reza SHAKERI (IRI), 2-2

86kg (15 entries)
GOLD: Abolfazl RAHMANI (IRI) df. Bolat SAKAYEV (KAZ), 11-4

BRONZE: Batbilguun NAADAMBAT (MGL) df. Nan CAO (CHN) by Fall, 3:56 (2-2)
BRONZE: Tatsuya SHIRAI (JPN) df. Mukul DAHIYA (IND), 4-2

92kg (11 entries)
GOLD: Amirhossein FIROUZPOUR (IRI) df. Deepak PUNIA (IND) by TF, 10-0, 5:21

BRONZE: Azamat DAULETBEKOV (KAZ) df. Sherzod POYONOV (UZB), 2-1
BRONZE: Takashi ISHIGURO (JPN) df. Bekzat RAKHIMOV (KGZ) by TF, 11-0, 1:53

125kg (11 entries)
GOLD: Amirreza MASOUMI (IRI) df. Lkhagvagerel MUNKHTUR (MGL), 6-0

BRONZE: DINESH (IND) df. Zyyamuhammet SAPAROV (TKM), 14-12
BRONZE: Shamil SHARIPOV (BRN) df. Ahmed AL JAMIE (IRQ) by Fall, 4:53 (8-1)

‘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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Rising star Masoumi gains revenge, joins gold rush by young Iran team