#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.

#WrestleBaku

Malmgren boosts Olympics preparations with U23 Euro title

Thursday, May 23, 2024 - 18:01 By United World Wrestling Press

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BAKU, Azerbaijan (May 23) -- Jonna MALMGREN’S (SWE) social media bio, glittering with gold medal emojis, will soon have a new addition.

A three-time European medallist [two gold and a silver], four-time U17 and U20 European medal winner, a U20 world champion and a Youth Olympics gold medallist, the Paris Olympic-bound wrestler added another title to her overflowing cabinet. The 23-year-old, on Thursday, won her second consecutive U23 European Championship gold medal here.

And she did it with minimal fuss, winning the final against Mariia VYNNYK (UKR) 5-0.

Competing in the 55kg category instead of her usual 53kg, Malmgren conceded only two points in her four bouts and that too in her opening match against Tuba DEMIR (TUR). After that 10-2 win, she didn’t allow any of her opponents the slightest of chances to nick a point from her.

Jonna MALMGREN (SWE)Jonna MALMGREN (SWE) used a duck under to score two points over Mariia VYNNYK (UKR) in the 55kg final. (Photo: United World Wrestling / Kadir Caliskan)

In the gold medal bout, Vynnyk tried testing Malmgren’s patience by blocking her attacking channels but the Swede isn’t a one-trick wrestler, as she has shown in the past.

Malmgren’s wrestling style can outfox many. She is never steady on the mat. Her legs constantly shuffle back and forth, and she moves around in circles. Her hands are always trying to break the opponent’s defense and the prying eyes look for the tiniest of gaps that she could exploit with her breathtaking speed.

Her Ukrainian opponent learned it the hard way. If Vynnyk planned to keep the scoreline close, she succeeded to an extent. But it was always going to be tough to sustain that level of defense, especially with the risk of being penalized for passivity, which she was inside the first two minutes of the bout.

Malmgren upped the ante in the second period, using a duck under to add two points to her tally. Then, with a little more than a minute remaining, she got control of Vynnyk’s arm and neck before turning her over onto her back for two more points.

Malmgren ran to her corner to celebrate her second consecutive title, the kind of performance that will leave her in good stead in the build-up to the Paris Olympics.

Mariia ORLEVYCH (UKR)Mariia ORLEVYCH (UKR) defeated Laura KUEHN (GER) to win the 76kg gold medal. (Photo: United World Wrestling / Kadir Caliskan)

It was a mixed day for Ukrainian wrestlers, who featured in three out of the five finals that were held on Thursday and lost two while winning one.

Minutes after Vynnyk lost to Malmgren, Elizaveta PETLIAKOVA (AIN) defeated Manola SKOBELSKA (UKR) 9-2 in the final of the 68kg category. It was the biggest title so far of the 20-year-old former U20 European silver medallist’s career.

But Mariia ORLEVYCH (UKR) ensured her country didn’t end the opening day of women’s wrestling with zero gold medals.

The former U20 European Championship silver medallist won the first title of her career as she defeated Laura KUEHN (GER) 6-0 in a lopsided 76kg final.

Orlevych looked in sublime form and was in the attacking mode from the get-go. Within the first 60 seconds, the Ukrainian used a one-on-two and scored a takedown over Kuehn for two points.

Kuehn defended well for the rest of the period but mid-way through the second period, Orlevych was on the offensive again, using the arm-drag to push her opponent on the mat for a further two points. Desperate to make a comeback, a tired Kuehn went for a single-leg attack but missed and Orlevych caught her on the counter to add two more points and seal the bout.

Natallia VARAKINA (AIN)Natallia VARAKINA (AIN), right, celebrates after winning the 50kg gold medal after beating Zehra DEMIRHAN (TUR), left, in the final. (Photo: United World Wrestling / Kadir Caliskan)

Earlier in the finals session, Natallia VARAKINA (AIN) won the gold medal in the most dramatic of circumstances, beating Zehra DEMIRHAN (TUR) 8-8 on criteria in the 50kg final.

Varakina led 8-4 with only 10 seconds remaining but Demirhan cut the deficit to two points with a push-out and a caution to Varakina. As the clock ticked down, with just seven seconds remaining, Demirhan forced another takedown to level the scores at 8-8. However, as she tried to sneak in another point, the time was up and Varakina was declared the winner by the virtue of a higher-point hold.

Alesia HETMANAVA (AIN)Alesia HETMANAVA (AIN) held on to a 5-3 win over Anastasiia SIDELNIKOVA (AIN) in the 59kg final. (Photo: United World Wrestling / Kadir Caliskan)

The 59kg final, a battle between two former U20 world champions, Alesia HETMANAVA (AIN) held on to a close 5-3 win over Anastasiia SIDELNIKOVA (AIN). Hetmanava was leading 4-0 with 25 seconds left in the bout when Sidelnikova scored her first point using a stepout. Both got in a tangle and Sidelnikova tripped Hetmanava who fell on her back and in danger of a fall, surviving that position as the time ran out.

Sidelnikova challenged asking for four points but the judges upheld the original decision of two points and Hetmanava won the gold medal 5-3.

Liliia MALANCHUK (UKR)Liliia MALANCHUK (UKR) will wrestle for the 53kg gold medal on Friday. (Photo: United World Wrestling / Jake Kirkman)

Ukraine puts three more in finals

Meanwhile, on Friday, Ukraine will have more chances to win a women’s wrestling gold medal at the U23 European Championships when their three more wrestlers take to the mat in the gold medal bouts on Friday.

Leading the way for them in Thursday’s early rounds and the semifinals was the U23 European Championship silver medallist and U23 Worlds bronze medal winner Liliia MALANCHUK (UKR) at 53kg.

Malanchuk didn’t concede a single point en route to the final, beating Venera NAFIKOVA (AIN) 8-0 in the quarterfinals and Laura STANELYTE (LTU) 7-0 in the semis. She will face home favorite Elnura MAMMADOVA (AZE) in the final.

Joining her in the title bout will be U20 European champion and U23 Worlds silver medallist Iryna BONDAR (UKR). Bondar wasn’t tested in her early rounds but was challenged in the semifinals by Alina KASABIEVA (AIN), who tried to make a late comeback. Bondar, however, prevailed 7-4 to set up a final encounter with Yana TRETSIAK (AIN) at 62kg.

The third Ukrainian in the final will be Nadiia SOKOLOVSKA (UKR) who, like her compatriot, was dominant in all her bouts. She will face Alina SHAUCHUK (AIN) in the 72kg gold medal match.

Paris-bound and former world champion Irina RINGACI (MDA) will wrestle for the 65kg after she showed the gulf in class at the age-group level. She scored a 10-0 win in the quarterfinal and then handed another Paris-bound wrestler, Nesrin BAS (TUR), a 8-2 loss. She will take on Ekaterina KOSHKINA (AIN) for the gold medal.

Koshkina dominated her semifinal 12-2 against Ingrid SKARD (NOR) but survived a scare in the quarterfinal against Kateryna ZELENYKH (ROU). Trailing 10-5, Koshkina secured a fall over Zelenykh.

The 57kg final will be a battle between Zhala ALIYEVA (AZE) and Elvira KAMALOGLU (TUR).

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RESULTS

50kg
GOLD: Natallia VARAKINA (AIN) df. Zehra DEMIRHAN (TUR), 8-8

BRONZE: Ana Maria PIRVU (ROU) df. Khrystyna BASYCH (SVK), 6-2
BRONZE: Natalia WALCZAK (POL) df. Gabija DILYTE (LTU), 5-2

55kg
GOLD: Jonna MALMGREN (SWE) df. Mariia VYNNYK (UKR), 5-0

BRONZE: Mihaela SAMOIL (MDA) df. Tuba DEMIR (TUR), 8-4
BRONZE: Anastasiia IANDUSHKINA (AIN) df. Aliaksandra BULAVA (AIN), 13-3

59kg
GOLD: Alesia HETMANAVA (AIN) df. Anastasiia SIDELNIKOVA (AIN), 5-3

BRONZE: Ruzanna MAMMADOVA (AZE) df. Ana Maria PUIU (ROU), via fall (8-0)
BRONZE: Amel REBIHA (FRA) df. Sevim AKBAS (TUR), 6-1

68kg
GOLD: Elizaveta PETLIAKOVA (AIN) df. Manola SKOBELSKA (UKR), 10-2

BRONZE: Viktoryia RADZKOVA (AIN) df. Sophia SCHAEFLE (GER), via fall
BRONZE: Karolina POK (HUN) df. Luciana BEDA (MDA), 5-3

76kg
GOLD: Mariia ORLEVYCH (UKR) df. Laura KUEHN (GER), 6-0 

BRONZE: Zsofia VIRAG (HUN) df. Nazar BATIR (TUR), 4-2
BRONZE: Olga KOZYREVA (AIN) df. Daniela TKACHUK (POL), via fall (5-4)

Semifinals

53kg
GOLD: Liliia MALANCHUK (UKR) vs. Elnura MAMMADOVA (AZE)

SF 1: Elnura MAMMADOVA (AZE) df. Laura STANELYTE (LTU), 7-0
SF 2: Liliia MALANCHUK (UKR) df. Sevval CAYIR (TUR), 11-0

57kg
GOLD: Zhala ALIYEVA (AZE) vs. Elvira KAMALOGLU (TUR)

SF 1: Zhala ALIYEVA (AZE) df. Solomiia VYNNYK (UKR), 3-1
SF 2: Elvira KAMALOGLU (TUR) df. Volha HARDZEI (AIN), 8-0

62kg
GOLD: Yana TRETSIAK (AIN) vs. Iryna BONDAR (UKR)

SF 1: Yana TRETSIAK (AIN) df. Viktoria VESSO (EST), 4-4
SF 2: Iryna BONDAR (UKR) df. Alina KASABIEVA (AIN), 7-4

65kg
GOLD: Ekaterina KOSHKINA (AIN) vs. Irina RINGACI (MDA)

SF 1: Irina RINGACI (MDA) df. Nesrin BAS (TUR), 8-2
SF 2: Ekaterina KOSHKINA (AIN) df. Ingrid SKARD (NOR), 12-2

72kg
GOLD: Nadiia SOKOLOVSKA (UKR) vs. Alina SHAUCHUK (AIN)

SF 1: Nadiia SOKOLOVSKA (UKR) df. Olesia BEZUGLOVA (AIN), via fall (7-0)
SF 2: Alina SHAUCHUK (AIN) df. Bukrenaz SERT (TUR), 2-1