‘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.

#WrestleBaku

Golden hattrick for Kougiomtsidis, historic gold for Lefter at U23 Euros

Saturday, May 25, 2024 - 16:08 By United World Wrestling Press

BAKU, Azerbaijan (May 25) -- Georgios KOUGIOUMTSIDIS (GRE) seems to enjoy competing against Azerbaijani wrestlers.

In September last year at the World Championships, the former European champion got the better of Turan BAYRAMOV (AZE) in the fifth-place bout to book his Paris Olympics quota. On Saturday, he underlined his preparedness for this summer’s Games by defeating another Azerbaijan wrestler, Ali TCOKAEV (AZE).

And in doing so, he completed a rare golden hat-trick. A U23 European champion in 2022 and 2023, Kougioumtsidis completed the ‘three-peat’ in style. The 22-year-old needed barely five minutes to reach the semifinals, where he had to dig into his experience to overcome rookie wrestler Arsen BALAIAN (AIN).

Georgios KOUGIOUMTSIDIS (GRE) won his third successive U23 European Championships gold medal. (Photo: United World Wrestling / Kadir Caliskan)

In the final, Kougioumtsidis was up against the local hero Tcokaev. Only 21, the Azerbaijan wrestler was looking for his first-ever gold medal in this competition. Like his opponent, Tcokaev looked sharp coming into the final and he was the one making all the early moves. But in a blink of an eye, the wrestler from Greece turned the 79kg final on its head.

Kougioumtsidis was placed on the passivity clock just over a minute into the bout. That call seemed to have woken him up from his slumber. As the clock ticked down, Kougioumtsidis first went for Tcokaev’s left leg but the Azerbaijani was quick to defend. He then went for the right. This time, not only did he successfully execute the single-leg attack, but Kougioumtsidis also tripped him for a four-pointer.

Tcokaev tried making a comeback but Kougioumtsidis used his long limbs to keep his opponent at bay and closed out the match 4-1, not scoring any more points.

It was a statement win. But it also broke the hearts of the home fans who were expecting to see their wrestlers turn on the style on the penultimate day of the championships. Instead, they had to witness two Azerbaijani defeats in the finals.

Inalbek SHERIEV (AIN) won the 70kg gold medal after beating Kanan HEYBATOV (AZE) in the final. (Photo: United World Wrestling / Kadir Caliskan)

Moments before Tcokaev lost to Kougioumtsidis, Kanan HEYBATOV (AZE) was defeated 6-2 by Inalbek SHERIEV (AIN) in the 70kg final.

Sheriev’s was one of the three Individual Neutral Athletes who won gold medals on Saturday. The finals session on the second last day of championships began with Artem GOBAEV (AIN) beating Muhammet KARAVUS (TUR) 8-3 for the 57kg gold medal.

Gobaev was dominant throughout the final, deftly evading Karavus’s moves and launching vicious counterattacks to give his Turkish rival no chance of winning and being crowned as the U23 continental champion for the first time.

Ibragim IBRAGIMOV (AIN) captured the 65kg title after beating defending champion Khamzat ARSAMERZOUEV (FRA). (Photo: United World Wrestling / Kadir Caliskan)

If Gobaev was patient enough to capitalize on his opponent’s mistakes, Ibragim IBRAGIMOV (AIN) was like a flashy sports car that takes less than 10 seconds to go full throttle.

Since winning the U23 World Championship title last year, Ibragimov hasn’t had a lot to show from his fledgling wrestling career. Big wins and titles have both been missing. That drought ended in Baku.

Ibragimov had spent less than 10 minutes on the mat on Friday to reach the final, scoring 21 points and allowing just one. But in Khamzat ARSAMERZOUEV (FRA), he was up against the defending U23 European Championship gold medallist in the 65kg final.

He might not have won anything eye-popping of late, but Ibragimov didn’t look too overwhelmed by the quality of his opponent. The Frenchman was still to settle into the final when Ibragimov bent forward and got a grip of his leg for a swift two-point takedown.

The bout was only eight seconds old, but from that moment on, the writing was on the wall. Ibragimov kept chipping away constantly at his opponent to keep the scorecard ticking in his favor through a series of push-outs and passivity points Arsamerzouev conceded.

Eventually, in the battle between the U23 world champion, Ibragimov, and the U23 European champion, it was the former who prevailed 6-2.

Radu LEFTER (MDA) celebrates after winning the 97kg gold medal, a first for Moldova at the U23 European Championships in Freestyle. (Photo: United World Wrestling / Kadir Caliskan)

Lefter wins historic gold

Radu LEFTER (MDA) will remember this day for a long time. Not only did he win his first gold medal at a championship, Lefter became the first wrestler from Moldova to win a Freestyle gold medal at the U23 European Championships after he defeated Soslan DZHAGAEV (AIN) in the final.

A two-time U23 World Championships silver medalist, Lefter got a huge baggage off his back after winning the gold in Baku. This was Lefter's fourth U23 European Championships where he has previously won a silver and two bronze medals. He also has a silver at the U20 and a bronze at the U17 European Championships.

In Baku, Lefter reached the final after two technical superiority wins but was challenged by Dzhagaev. He was put on the activity clock in the first period and trailed 1-0 at the break. But the second period was a completely different story.

Dzhagaev was put on the activity clock during which he hit a single-leg attack but Lefter countered it with exposure to get two points in addition to one after the activity clock expired to lead 3-1. With the clock ticking, Dzhagaev felt the pressure and made half-attacks, including an inside trip in the final 10 seconds which Lefter countered for a takedown and secure the historic win.

2022 U23 European champion Dzhabrail GADZHIEV (AZE) will look to win his second title on Sunday. (Photo: United World Wrestling / Jake Kirkman)

Gadzhiev, Magamadov eye titles

On the final day of the competition, former U23 European champion Dzhabrail GADZHIEV (AZE) will face Kamil ABDULVAGABOV (AIN) for the bragging rights in the 74kg.

Abdulvagabov had to overcome a tough opening round where he was stretched all the way by Irahim YAPRAK (TUR) before winning 5-4. After that initial hiccup, Abdulvagabov had little trouble beating other opponents, winning the quarterfinal by technical superiority and scoring a 7-3 win over Krisztian BIRO (ROU).

Gadzhiev’s route was a lot more straightforward wherein he didn’t have to survive any scares, scoring 28 points so far and conceding only 6.

The battle in the 86kg weight class, too, promises to be a mouthwatering as defending champion Rakhim MAGAMADOV (FRA) will face Arslan BAGAEV (AIN). Only 20, Magamadov has a slew of titles to his name and will hope to add another U23 European title to his already impressive trophy cabinet.

In the 125kg class, Alen KHUBULOV (BUL) gave himself a fighting chance to win his first-ever gold medal at an international level after he reached the final, where he will face SOLOMON MANASHVILI (GEO).

Both wrestlers have had more or less an identical path to the final, with Khubulov playing an extra bout as he had to first compete in the qualifying round, which he convincingly won.

RESULTS

57kg
GOLD: Artem GOBAEV (AIN) df. Muhammet KARAVUS (TUR), 8-3

BRONZE: Luka GVINJILIA (GEO) df. Thomas EPP (SUI), 4-1
BRONZE: Vladyslav ABRAMOV (UKR) df. Herbert AKAPIAN (AIN), 8-3

65kg
GOLD: Ibragim IBRAGIMOV (AIN) df. Khamzat ARSAMERZOUEV (FRA), 6-2

BRONZE: Serghei CILCIC (MDA) df. Daniel KULCZYNSKI (POL), 4-0
BRONZE: Abdullah TOPRAK (TUR) df. Ayub MUSAEV (BEL), 3-2

70kg
GOLD: Inalbek SHERIEV (AIN) df. Kanan HEYBATOV (AZE), 6-2

BRONZE: Constantin CHIRILOV (MDA) df. Bohdan OLIINYK (UKR), 3-1
BRONZE: Davit PATSINASHVILI (GEO) df. Mikita DZEMCHANKA (AIN), 5-0

79kg
GOLD: Georgios KOUGIOUMTSIDIS (GRE) df. Ali TCOKAEV (AZE), 4-1

BRONZE: Radomir STOYANOV (BUL) df. Marius RETCO (MDA), 6-4
BRONZE: Arsen BALAIAN (AIN) df. RAFFAELE MATRULLO (ITA), via fall (2-0)

97kg
GOLD: Radu LEFTER (MDA) df. Soslan DZHAGAEV (AIN), 6-1

BRONZE: Rifat GIDAK (TUR) df. Ravan MUSAYEV (AZE), 2-2
BRONZE: Merab SULEIMANISHVILI (GEO) df. Angelos KOUKLARIS (GRE), 10-8

Freestyle Semifinals

61kg
GOLD: Bashir MAGOMEDOV (AIN) vs. Mykyta ABRAMOV (UKR)

SF 1: Mykyta ABRAMOV (UKR) df. Nuraddin NOVRUZOV (AZE), 15-12
SF 2: Bashir MAGOMEDOV (AIN) df. Simone PIRODDU (ITA), 10-0

74kg
GOLD: Kamil ABDULVAGABOV (AIN) vs. Dzhabrail GADZHIEV (AZE)

SF 1: Dzhabrail GADZHIEV (AZE) df. Luka CHKHITUNIDZE (GEO), 7-4
SF 2: Kamil ABDULVAGABOV (AIN) df. Krisztian BIRO (ROU), 7-3

86kg
GOLD: Arslan BAGAEV (AIN) vs. Rakhim MAGAMADOV (FRA)

SF 1: Arslan BAGAEV (AIN) df. Arsenii DZHIOEV (AZE), 5-1
SF 2: Rakhim MAGAMADOV (FRA) df. Emre CIFTCI (TUR), 11-0

92kg
GOLD: Gkivi BLIATZE (GRE) vs. Adlan VISKHANOV (FRA)

SF 1: Adlan VISKHANOV (FRA) df. Mustafagadzhi MALACHDIBIROV (AIN), 10-4
SF 2: Gkivi BLIATZE (GRE) df. Ion DEMIAN (MDA), 4-2

125kg
GOLD: Alen KHUBULOV (BUL) vs. Solomon MANASHVILI (GEO)

SF 1: Alen KHUBULOV (BUL) df. Abdulla KURBANOV (AIN), 3-2
SF 2: Solomon MANASHVILI (GEO) df. Milan KORCSOG (HUN), 4-1

‘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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Golden hattrick for Kougiomtsidis, historic gold for Lefter at U23 Euros