#DigitalTransformation

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

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.

#JapanWrestling

Kinjo earns shot at 4th world title, but it won't be part of sister act

By Ken Marantz

TOKYO, Japan (May 26) -- It may not be Paris, but given what it took for Risako KINJO to get there, the Albanian capital of Tirana will do just fine.

Already denied a chance at winning a third Olympic gold medal, Kinjo created her own chance for some consolation by earning a shot at a fourth career world title by qualifying for Japan's team to this fall's Non-Olympic Weight Class World Championships.

The only downside for Kinjo is that younger sister Yukako TSUNEMURA won't be accompanying her as a competitor, meaning there would be no repeat of their sibling double at the 2021 Tokyo Olympics where they won golds together under their maiden name of KAWAI.

Kinjo needed a dramatic, last-second victory in a playoff over 18-year-old Sakura ONISHI to secure a ticket at women's 59kg to the non-Olympic worlds to be held October 28-31 in Tirana.

jpnRisako KINJO celebrates her victory in the 59kg playoff over teenager Sakura ONISHI. (Takeo Yabuki / Japan Wrestling Federation)

That win avenged a loss earlier in the day to 2023 world U17 champion Onishi during the Meiji Cup All-Japan Championships -- the second of two domestic qualifiers for Tirana held May 23-26 in Tokyo -- to set up the playoff.

"My desire to go to the World Championships was so strong," Kinjo said. "If I didn't do it, I would be regretting it for the next year. It was a desperate situation."

Tsunemura, whose marriage on New Year's Day got off to an ominous start when a devastating earthquake struck her home prefecture hours later, saw her bid at 65kg end with a quarterfinal loss to Miwa MORIKAWA, who went on to win the title and a playoff to get the chance to regain the world gold she won in 2022.

Japan will also have strong representation in the two other women's weight classes, with newly crowned Asian champion Moe KIYOOKA at 55kg and 2022 world 68kg silver medalist Ami ISHII at 72kg -- teammates at Ikuei University -- also making it through the playoff route.

The former Kawai sisters have been through hard times since their dual triumph in Tokyo, where Risako captured the 57kg gold and Yukako triumphed at 62kg.

Both took time off after the Olympics, with Risako getting married, then giving birth to a daughter in May 2022. By the time both returned to the mat, formidable newcomers had emerged in the race to the Paris Olympics.

Both fell in the qualifying process -- Kinjo to world 57kg champion Tsugumi SAKURAI and Tsunemura to world 62kg bronze medalist Sakura MOTOKI (notably also Ikuei wrestlers). Tsunemura also made a long-shot attempt at 68kg, but came up short there as well.

"After the Tokyo Olympics, I couldn't win for awhile," Kinjo said. "It made me realize just what a big deal it is to win at the Olympics."

After giving birth, Kinjo returned to the mat in late 2022 at 59kg in preparation for a run to Paris at 57kg. She won the title at the Emperor's Cup All-Japan Championships that year, but her bid for Paris ended at the 2023 Meiji Cup. She also lost a playoff at 59kg for the 2023 World Championships.

In December last year, Kinjo retained her 59kg title at the Emperor's Cup, which earned her a ticket to the Asian Championships last April in Bishkek. She would take home a bronze after being dealt a tough 1-1 loss by world champion Qi ZHANG (CHN) in a quarterfinal limited to activity points.

As Emperor's Cup champion, Kinjo would have automatically clinched a place on the team to the non-Olympic worlds with a victory at the Meiji Cup. But Kinjo was dealt an 8-4 loss in the semifinals by Onishi, in which she gave up a 4-point front body lock throw. When Onishi won the title, it set up a rematch in the playoff.

Kinjo was emboldened by recalling the grueling qualifying process that she went through to get to the Tokyo Olympics when she had to endure classic battles with four-time Olympic champion Kaori ICHO to earn the spot.

"Before the playoff, I thought, 'The qualifying for the Tokyo Olympics was a hundred times tougher. To have gone through that, nothing seems difficult."

jpn2Risako KINJO fights off a takedown attempt by Sakura ONISHI in the 59kg playoff. (Takeo Yabuki / Japan Wrestling Federation)

Onishi, currently a freshman at Nippon Sports Science University where Icho is among her coaches, made it as hard as she could, jumping out to a 5-0 lead in the first period with a pair of takedowns, the second off a nice ankle pick, and a penalty point for an illegal knee hold.

Onishi added a stepout to start the second period before Kinjo finally made her presence known, going behind for a takedown and adding a 2-point exposure to cut the lead to 6-4. From there, experience kicked in for the 29-year-old who captured back-to-back golds at the 2016 Rio and 2021 Tokyo Olympics.

"With a minute left, I thought that even if I was the aggressor, it would be to my disadvantage against an opponent who is a student and very lively," Kinjo said. "When 30 seconds, 20 seconds left, I put it all on the line for going to the World Championships."

With :15 on the clock, Kinjo got in on a single and managed to lift up the leg and expose Onishi's back with 8 seconds left, putting her ahead 6-6 on criteria. But Onishi squirmed back to her feet and with a mighty charge, went for a double-leg takedown that forced Kinjo out just as time expired. The referee gave her 1 for a stepout, but after an agonizing wait for the challenge review, it was nullified as Kinjo's foot was just centimeters from the edge when the clock hit all zeroes.

"I didn't have a strategy," Kinjo said. "Having wrestled for over 20 years, at my age, more than what move should I use, or how should I attack, the most important thing is being mentally ready."

jpn3Miwa MORIKAWA, right, keeps the pressure on Yukako TSUNEMURA in the 65kg playoff. (Takeo Yabuki / Japan Wrestling Federation)

Two days earlier, her sister pulled off a similar miracle to start her bid at 65kg, but couldn't make the magic last.

Tsunemura avenged a loss at the Emperor's Cup to Miyu YOSHIKAWA when, like Kinjo, she scored an exposure off a single leg in the final seconds for a 5-4 victory, after having given up a go-ahead takedown with :45 remaining.

But Tsumemura said she heard her knee pop in the match, and the subsequent pain hampered her in a 5-1 quarterfinal loss to Morikawa, who scored three stepouts in the first period and stopped a late front headlock roll attempt for a 2-point exposure. Morikawa went on to win the title, then defeated Emperor's Cup and Asian champion Mahiro YOSHITAKE 8-0 in the world playoff.

"Of course I wanted to go the World Championships, but this tournament was more about erasing the disappointing memories from the last year," Tsunemura said.

New Year of celebration, calamity

Like families throughout Japan, the Kawai clan had gathered for the New Year's holidays at the family home in Kanazawa, Ishikawa Prefecture, on the snowy northern coast of Japan.

On January 1, Yukako and mixed martial arts fighter Toshinori TSUNEMURA went to the municipal office in the nearby city of Tsubata and registered their marriage.

Four hours later, the ground began to shake violently.

The major earthquake that measured 7 on the Japanese intensity scale left over 200 dead and caused massive damage to homes, buildings and infrastructure, exacerbated by a tsunami and fires. Even now, thousands remain in temporary shelters.

"I'm not going to be so flippant as to say to people, 'I'm fighting hard, so please keep fighting,'" Kinjo said. "Their hardship is completely different. Many homes were destroyed and they can't go back. Someone near us had just finished construction of their house and it was damaged.

"But if [my winning] can give them some good news and it warms their hearts even a little, that would be good."

Tsunemura also was hoping to boost the spirits of her hometown.

"The big earthquake hit in January, but there are many people who suffered much more than me," she said. "Even if I lose, I think there are people who are heartened by seeing me give my best."

The sisters, who both went to then-powerhouse Shigakkan University in central Japan, currently reside in Tokyo. They train at Nihon University, where they are taking online graduate school classes.

Tsunemura said that in her studies of sports psychology, she uses her own notes on her mindset that she kept up to and during the Tokyo Olympics. She also said the program is giving her a broader outlook on life.

"Of course, I credit Shigakkan for making me strong in wrestling," she said. "But the daily schedule at Nihon University allows me to grow as a person. It has widened my view of the world.

"Wrestling is only something you can do when you're young, and the day is going to come when you call it quits. Your life after retirement will be longer. With that in mind, it makes me think that little by little I have to start looking ahead."

For now, the question of when -- or if  -- she will return to competition remains unanswered.

"I don't know when I will enter a tournament," Tsunemura said. "After the Olympics, I had come to despise wrestling, but I really like it. I don't intend to stop any time soon. I will let the injury heal and get back to practice, and if I want to compete again, I'll do it. I don't know whether I will have a match again, but I still like wrestling."

Kinjo, of course, has her dance card filled for October, when she will attempt to win her first world title since winning three straight from 2017 to 2019. (She also has a silver from 2015.)

Her appearance at the Asian Championships in April marked her first international match since the Tokyo Olympics, and as fate would have it, she was paired with China's Zhang right off the bat. The closeness of the loss reassured her that she could still be competitive.

"In the first round, I met the world champion from last year," Kinjo said. "Even though I lost, it was my first international tournament in three years since the Olympics, and it may be rude to say it, but I think it went better than expected. It made me think that I can still do it."

In hindsight, the defeat may have been a blessing in disguise, which was reinforced by her mother Hatsue, a member of Japan's team at the 1989 World Championships.

"Truthfully, if I had won the Asian title, it would have been a good way to go out. But I lost. I talked it over with my mother, and she said, 'You're going to keep going, right?' I felt that way, too."

Japan Wrestling Federation President Hideaki TOMIYAMA, a gold medalist at the 1984 Los Angeles Olympics, surmises that while motherhood may be an added burden for Kinjo, it is indirectly keeping her in the sport.

"It's likely that she wants her child to be able to see her mother during her career," Tomiyama said. "The Olympics was before she was born. Probably she wants to give the child something to remember. She can see with her own eyes and remember 'Mama was strong.' I think that's what keeps her going."

From the federation's perspective, having a past Olympic champion remain active is always a positive thing.

"Of course, her [making the national team] draws the attention for wrestling from the mass media," Tomiyama said. "Wrestling doesn't usually make the news. Becoming a topic of conversation is important. We're really happy to see her fighting on, and it will help in the spread of wrestling."

jpn4Moe KIYOOKA, right, works for a takedown in the 55kg playoff against world champion Haruna MURAYAMA. (Takeo Yabuki / Japan Wrestling Federation)

Kiyooka inspired by Paris-bound brother

Like Kinjo, Kiyooka went into the tournament as the Emperor's Cup champion, only to lose her opening match -- also to a high schooler -- and have her fate decided in a playoff. One big difference was the level of her opponent.

Having bounced back from an 11-9 loss to 17-year-old Sowaka UCHIDA, Kiyooka proceeded to defeat reigning world champion Haruna MURAYAMA (nee OKUNO) 3-2 in the playoff, thanks to a second-period takedown.

Kiyooka's win over Murayama was a repeat of the Emperor's Cup final in December and allowed her to join Ikuei teammate Ishii on the plane to Tirana.

In Albania, Kiyooka will get a chance to join the small group of wrestlers who have won world titles on all four age levels. She won the U17 gold in 2019, and then captured both the U20 and U23 titles in 2022.

Kiyooka, a winner at the Zagreb Open in 2023, made her major senior debut at the Asian Championships, where her gold-medal performance came a week before brother Kotaro won the Asian Olympic qualifier at freestyle 65kg at the same venue in Bishkek.

"Recently, my brother's accomplishments have been a source of inspiration for me," Kiyooka said. "I believe that if I keep fighting to the end, I know I can definitely win."

Ishii was coming off a heartbreaking, last-second playoff loss in January to Nonoka OZAKI for the 68kg spot in Paris -- which she herself had won for Japan by placing fifth at the 2023 World Championships.

Ishii swept to the Meiji Cup gold at 72kg with a 10-0 victory in the final over former world champion Masako FURUICHI. That gave her the ticket to Tirana as there was no playoff because Emperor's Cup champion Ayano MORO did not enter.

jon4High schooler Taizo YOSHIDA, top, tries to turn Yuji OKAJIMA in the Greco 82kg final of the Meiji Cup. (Takeo Yabuki / Japan Wrestling Federation)

Most noteworthy in the men's styles was the victory at Greco 82kg by 18-year-old Taizo YOSHIDA, who followed up his historic gold-medal run at the Asian Championships by becoming just the third male high school champion in Meiji Cup history.

One year removed from winning the world U17 gold, Yoshida defeated three-time former champion Yuji OKAJIMA 8-0 in the final, then earned the place at the non-Olympic worlds when Hayato TAKAOKA -- who beat Yoshida in the Emperor's Cup final -- defaulted the playoff.

Yoshida will be 18 years and 10 months old when the non-Olympic worlds starts, making it possible for him to eclipse Tokyo Olympic gold medalist Takuto OTOGURO as Japan's youngest-ever male world champion. Otoguro was 19 years and 10 months old when he won the freestyle 65kg gold in 2018.

"At the World Championships, I will give everything I have and aim for a medal," said Yoshida, who will precede that by also appearing at the world U20 in September. "I will be a senior in college at the time of the Los Angeles Olympics. I feel like the fight has just begun."

Three Asian medalists in freestyle also made the cut -- Masanosuke ONO, a bronze medalist at 65kg, earned the spot at 61kg; Yoshinosuke AOYAGI will go at 70kg, where he was the silver medalist in Bishkek; and 74kg champion Kota TAKAHASHI will aim to strike gold at 79kg.

Takahashi will be heading to Tirana early, as he will also compete at 74kg at the world U23 to be held there the previous week.