‘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

Uzbekistan dominates first day with 3 Greco golds, all at Iran's expense

Tuesday, March 25, 2025 - 20:02 By Ken Marantz

AMMAN, Jordan (March 25) -- While the ageless wonder Rustam ASSAKALOV (UZB) no longer wreaks havoc on the mat, his influence was strongly felt off it on the opening day of the Asian Championships on Tuesday.

With Assakalov offering encouragement and inspiration from the coach's corner, Uzbekistan came away with three of the five Greco-Roman golds on offer -- all with victories over Iranian opponents -- with teenager Aytjan KHALMAKHANOV (UZB) joining veterans Aram VARDANYAN (UZB) and Jalgasbay BERDIMURATOV (UZB) on the top of the podium.

"Generally speaking, we’ve been working hard for this," said Assakalov, a three-time Asian champion who retired after placing fifth at the 2024 Paris Olympics three weeks after his 40th birthday. "We were aiming to wrestle in at least four finals. Our 130kg wrestler is still a bit weak, but we will work on it and improve."

Fardin HEDAYATI (IRI) kept Iran from being shut out of the gold medals by keeping the 130kg title safely in Iranian hands, while Japan picked up the other title when collegian Kohei YAMAGIWA (JPN) triumphed at 55kg.

Aytjan KHALMAKHANOV (UZB) won the 63kg final against Mohammad KESHTKAR (IRI), 13-4, in Amman. (Photo: United World Wrestling / Kadir Caliskan)

Khalmakhanov started the gold rush for Uzbekistan in dramatic fashion, coming back from a four-point deficit to stun Mohammad KESHTKAR (IRI) with a 13-4 win in the 63kg final that included a pair of 4-point throws.

Keshtkar, among a number of young, unproven wrestlers being given a chance by Iran, jumped out to a 4-0 lead with a takedown and 2-point throw. Khalmakhanov responded with a stepout and 2-point arm throw to cut the gap to 4-3 at the break.

In the second period, Khalmakhanov got the first chance at par terre and he took advantage, launching a 4-point throw to take the lead. He then brought an abrupt end to the match with a 4-point hip throw at 4:16.

The victory avenged a 5-4 loss in the quarterfinals at the Zagreb Ranking Series, where Kashtkar finished second and Khalmakhanov, the 2022 world U17 champion, took a bronze medal.

"Khalmakhanov was the first to set the bar high," Assakalov said. "This guy is only 18 years old, which is why all the others followed his example."

In the 77kg final, Vardanyan also needed a comeback to defeat two-time reigning world U20 champion Alireza ABDEVALI (IRI), and he couldn't have cut it any closer, scoring a takedown with one second left on the clock for a dramatic 4-2 victory.

Vardanyan, who placed fifth at the 2024 Paris Olympics following an extended drought of results in major competitions, gave up a first-period takedown and trailed 2-1 with the clock ticking down in the second period.

But he managed to drive in low and secure a body lock, then forced Abdevali backward to the mat for the winning takedown as time expired. An Iran challenge was unsuccessful, tacking on an additional point.

The 29-year-old Vardanyan had failed to make a major podium since winning a world silver medal at 72kg in 2019. His best previous finishes at the Asian Championships were a pair of bronzes back in 2016 and 2017.

Jalgasbay BERDIMURATOV (UZB) won his second career Asian Championships gold medal. (Photo: United World Wrestling / Amirreza Aliasgari)

Unlike his compatriots, two-time world medalist Berdimuratov never had to play catch-up in defeating Yasin YAZDI (IRI) 7-2 to take the 87kg gold for his fifth Asian medal overall.

Berdimuratov stormed to a 7-0 lead in the first period with a 4-point throw and 2-point roll from par terre, then held on after giving up a passivity point and a penalty point for grabbing fingers in the second period.

Berdimuratov, the 2023 Asian Games champion, had previously won an Asian gold at 82kg in 2021. He also has a silver and two bronzes in his collection.

"We are on our way to becoming the best team in the world," Assakalov said. "It doesn’t matter if we’re competing against the national teams of Iran, Russia -- every one of our guys gave it their all and wrestled until the very end. Thank God, we showed a good result today."

At 130kg, Hedayati established himself as a rising force in Iran's packed heavyweight corps by cruising to a 7-0 victory over three-time Asian medalist Alimkhan SYZDYKOV (KAZ).

"It was a good competition and at a relatively high level," Hedayati said. "I managed to wrestle four matches and become the champion without losing a single point."

Hedayati, last year's world U23 champion and the 2023 world U20 gold medalist, combined two stepouts, an arm-throw takedown and a passivity point for a 5-0 lead in the first period. In the second, he got behind for a takedown while completely neutralizing an attacks by Syzdykov.

Hedayati's victory gave Iran the 130kg gold for the fourth straight year and ninth time in 10 years. The only year in that span that Iran missed out was 2020 -- the winner? Syzdykov.

"I’m grateful to everyone who supported me along the way," Hedayati said. "I hope to keep progressing so I can win the most beautiful medal at the World Championships and the Olympics."

Kohei YAMAGIWA (JPN) won his first-ever Asian Championships on debut. (Photo: United World Wrestling / Amirreza Aliasgari)

Yamagiwa won the first gold of the tournament when he nailed a 4-point back suplex to clinch a 7-1 victory over Iranian-born Sajjad ALBIDHAN (IRQ) in the 55kg final.

Yamagiwa scored his first points from the bottom of par terre in the first period, when he stopped a roll with a headlock for a 2-1 lead.

A scramble that would have put him up 5-3 was wiped out by a challenge that ruled the original move a slipped throw, but Yamagiwa came back by locking up the head and an arm, then tossing Albidhan to his back for 4 with just under a minute left. The Japanese added a late stepout for his final point.

"He suppressed my wrestling and I didn't get a chance in par terre," Yamagiwa said. "To be honest, I have to wonder if I really did enough to win. But I gave it everything I had at the end and scored a 4-point move and I'm glad I was able to win."

Yamagiwa got over his biggest hurdle in the semifinals, when he won an action-packed battle with defending champion Yu Chol RO (PRK) 11-9 in which the lead changed hands several times.

"He was the champion last year, and if I beat him I could see a championship for me," Yamagiwa said. "It was a back-and-forth match, but I came out as the winner."

In winning the Asian gold, Yamagiwa emulated two of his predecessors and role models at powerhouse Nippon Sports Science University, Shinobu OTA (JPN) and Kenichiro FUMITA (JPN), who both won senior Asian golds. The latter, who is still active, is among his training partners.

Now he hopes he can follow in their footsteps to Olympic glory -- Ota was a silver medalist at Rio 2016, while Fumita was the Tokyo 2021 silver medalist before winning the gold at Paris 2024.

Host Jordan denied first medal since 2013

In the bronze-medal matches, Ibragim MAGOMADOV (KAZ) completed the collection of Asian medals while denying the host country its first hardware since 2013, making the most of his chance at par terre to storm to an 11-3 victory at 77kg over Amro SADEH (JOR).

Sadeh had raised hopes of becoming the third Asian medalist in Jordanian history when he scored a roll from par terre for a 3-0 first period lead. But in the second period, he had no answer from the bottom as Magomadov ripped of five rolls this way and that to end the match in 4:21.

Magomadov's previous medals had come at 72kg, taking the silver in 2020 in New Delhi and the gold two years ago at home in Astana.

Yryskeldi MAKSATBEK UULU (KGZ), winner at this year's Zagreb Ranking Series, needed little time to grab the other 77kg bronze, taking down Lai Hsing YAO (TPE) to his back and securing a fall in 1:28.

At 55kg, the DPR Korea's Ro wasn't able to successfully defend his title, but he won't leave Amman empty-handed after muscling to a 5-0 victory over Yun LU (CHN) for a bronze.

Ro secured an underhook, dropped down and pancaked Lu to his back for a quick 4, then added a passivity point. Lu did a good job to keep from getting turned in par terre, but in a scoreless second period, Ro kept the enough pressure and never had to go on bottom.

Ikhtiyor BOTIROV (UZB) picked up the other bronze at 55kg and the second of his career with an 8-4 come-from-behind victory over 2023 Asian U23 champion Yerbol KAMALIYEV (KAZ).

Botirov had scored a gut wrench from par terre in the first period, only to fall behind in the second when Kamaliyev returned the favor using a front body lock. But Botirov rolled through and reversed Kamaliyev to his back, then added a gut wrench for good measure.

At 63kg, Hanjae CHUNG (KOR) really earned his third Asian bronze and fourth medal overall, scoring three takedowns in the second period for a 6-3 victory over Godai MITANI (JPN), who was making his international debut in Amman.

Chung trailed 3-0 in the second period when he countered a throw attempt for a takedown, then went ahead with a hip throw that, on challenge, was degraded from 4 points to 2 because Mitani skillfully avoided landing on his back. A third takedown clinched the win for the Korean.

Chan KIM (PRK) won his second straight Asian bronze with a dominant 7-0 win over 2021 Asian champion Sultan ASSETULY (KAZ). Kim ripped off two rolls from par terre in the first period, then added an arm spin in the second for a takedown to ice the victory.

At 87kg, Russian-born Shamil OZHAEV (KAZ), a former world U23 bronze medalist, unleashed a 4-point throw from par terre and was never really challenged the rest of way in posting a 5-1 victory over Sanghyeok PARK (KOR).

It was the same scoreline in the other match at 87kg, as Sunil KUMAR (IND) captured his fifth Asian medal by defeating Jiaxin HUANG (CHN) 5-1. Sunil, the 2020 gold medalist, piled up the points with a pair of rolls from par terre.

At 130kg, Ali AL SHARUEE (IRQ) prevented Temurbek NASIMOV (UZB) from joining the Uzbek parade to the medal podium, rebounding after giving up a 4-point move to triumph 6-4.

After scoring a stepout, Al Sharuee gave up a 4-point arm throw, but reversed Nasimov and added a 2-point exposure to trail 4-4 on criteria. He rectified that by scoring a stepout in the final second of the first period to take a 5-4 lead. An unsuccessful challenge gave the Iraqi his lone point of the second period as he went on to capture Iraq's second medal of the night.

Yuta NARA (JPN) won the other 130kg bronze in spectacular fashion, scoring a 4-point amplitude throw with :05 left to stun Erlan MANATBEKOV (KGZ) 7-3 and deny him a second straight bronze medal.

Nara, a 2023 bronze medalist at 97kg who moved up to the heaviest weight last year, appeared to go ahead with a gut wrench from par terre, but Manatbekov managed to stop the Japanese in mid-roll for 2 and a 3-3 lead on last-point criteria.

Day 1 Results

Greco-Roman

55kg
GOLD: Kohei YAMAGIWA (JPN) df. Sajjad ALBIDHAN (IRQ), 7-1

BRONZE: Yu Chol RO (PRK) df. Yun LU (CHN), 5-0
BRONZE: Ikhtiyor BOTIROV (UZB) df. Yerbol KAMALIYEV (KAZ), 8-4

63kg
GOLD: Aytjan KHALMAKHANOV (UZB) df. Mohammad KESHTKAR (IRI) by TF, 13-4, 4:16

BRONZE: Hanjae CHUNG (KOR) df. Godai MITANI (JPN), 6-3
BRONZE: Chan KIM (PRK) df. Sultan ASSETULY (KAZ), 7-0

77kg
GOLD: Aram VARDANYAN (UZB) df. Alireza ABDEVALI (IRI), 4-2

BRONZE: Ibragim MAGOMADOV (KAZ) df. Amro SADEH (JOR) by TF, 11-3, 4:21
BRONZE: Yryskeldi MAKSATBEK UULU (KGZ) df. Lai Hsing YAO (TPE) by Fall, 1:28 (2-0)

87kg
GOLD: Jalgasbay BERDIMURATOV (UZB) df. Yasin YAZDI (IRI), 7-2

BRONZE: Shamil OZHAEV (KAZ) df. Sanghyeok PARK (KOR), 5-1
BRONZE: Kumar SUNIL (IND) df. Jiaxin HUANG (CHN), 5-1

130kg
GOLD: Fardin HEDAYATI (IRI) df. Alimkhan SYZDYKOV (KAZ), 7-0

BRONZE: Ali AL SHARUEE (IRQ) df. Temurbek NASIMOV (UZB), 6-4
BRONZE: Yuta NARA (JPN) df. Erlan MANATBEKOV (KGZ), 7-3

‘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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Uzbekistan dominates first day with 3 Greco golds, all at Iran's expense