#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

Murtazaliev defends U23 European gold; Azerbaijan wins Greco team title

Wednesday, May 22, 2024 - 19:29 By United World Wrestling Press

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BAKU, Azerbaijan (May 22) -- Magomed MURTAZALIEV (AIN) fell on his knees. Abubakar KHASLAKHANAU (AIN) looked around in a daze, his hands on the back of his head. Both breathing heavily, both barely able to walk any extra step than needed.

This was a fight for the gold medal between the two giants of the Greco-Roman 97kg category. Murtazaliev, a senior European Championship silver medallist and defending champion of the U23 continental tournament but missing out on a Paris Olympics spot. Khaslakhanau, a senior European bronze medallist, looking for his maiden U23 title, which would have been a perfect boost for his Olympic preparations.

After grueling six minutes, which tested the strength and stamina of both wrestlers to the limit, it was Murtazaliev who finished on top. The 23-year-old defeated Khaslakhanau 4-1 to defend his title here in Baku.

Magomed MURTAZALIEV (AIN)Magomed MURTAZALIEV (AIN) defends a throw from Abubakar KHASLAKHANAU (AIN) in the 97kg Greco-Roman final. (Photo: United World Wrestling / Kadir Caliskan)

Murtazaliev made all the early moves, using an underhook in search for a proper grip over Khaslakhanau. Shortly after one minute, the Paris Olympics-bound wrestler was penalized for passivity. Murtazaliev got a point for that and then used a strong gut-wrench for two points despite some exceptional defense from his opponent.

Khaslakhanau had his moments including the par terre in the second period. He completed a throw but Murtazaliev did not land in danger, forcing Khaslakhanau to challenge but to no avail. Murtazaliev used all his might to defend his 4-1 lead and ensure he ended the evening with a gold medal hanging around his neck.

Murtazaliev and Khaslakhanau embraced each other after the end of the bout when they left the mat. But it was the home wrestlers that celebrated the most as Azerbaijan won the team title with 163 points. Georgia finished second with 138 points and Turkiye was third with 135 points.

Gurban GURBANOV (AZE)Gurban GURBANOV (AZE) celebrates after winning the 82kg gold medal in Baku. (Photo: United World Wrestling / Jake Kirkman)

The major contribution to Azerbaijan’s team title came from Gurban GURBANOV (AZE), who beat Islam ALIEV (AIN) 8-2 in an action-packed bout to win his second successive title.

But the scoreline hardly captures the drama that unfolded.

Only 30 seconds into the bout, Gurbanov requested a challenge, accusing Aliev of blocking using his hands on legs. The challenge was upheld and Aliev was cautioned, with the defending champion awarded two points.

That, however, was only the beginning. A minute later, Gurbanov had the par terre advantage, sending the home crowd into a frenzy. Those in the stands had more to cheer for after Gurbanov used a high gut to turn Aliev and extend his lead to 5-1.

Desperate to reduce his deficit, Aliev threw the kitchen sink at his rival. He got the par terre but failed to score and even asked for a challenge for blocking by Gurbanov only to see him lose one more point for a lost challenge. Just then, however, things started to get heated. A minute into the second round, Gurbanov alleged that Aliev pushed him out of the mat – and over the podium. The momentum carried the home favorite behind the judge’s table and as he walked back onto the mat, he held his left leg and looked in some discomfort.

After a stepout, Aliev head-butted Gurbanov with 1:33 left on the clock. He was awarded two points for dangerous play as Aliev received another caution.

The penalty points combined gave Gurbanov enough cushion to defend his lead in the closing moments and although Aliev did not give up, it was too big a gap to close down. Amidst a din, Gurbanov draped his country’s flag around his shoulders and took a lap of honor.

Mert ILBARS (TUR)Mert ILBARS (TUR), behind, scored the match-winning stepout against Nihad GULUZADE (AZE) from this position. (Photo: United World Wrestling / Jake Kirkman)

Azerbaijan very nearly celebrated a second gold medal of the night. However, Nihad GULUZADE (AZE) came up agonizingly short against Mert ILBARS (TUR) in the 60kg final, losing 2-1.

Both wrestlers produced strong defensive performances, but the bout was anything but defensive. Guluzade, in particular, would leave the tournament with a feeling of ‘what if’. After the two wrestlers exchanged points for par terre with Ilbars leading 1-1 on criteria, Guluzade got the third par terre position late in the bout. The third call only offers position advantage and no points but Ilbars didn’t allow his opponent a proper grip and instead forced a remarkable turnaround to get into an attacking position and score a point from a push out.

For the rest of the bout, Ilbars defended as if his life depended on it and came out on top by the narrowest of margins.

Giorgi CHKHIKVADZE (GEO)Giorgi CHKHIKVADZE (GEO) celebrates after winning the 72kg gold medal. (Photo: United World Wrestling / Kadir Caliskan)

Meanwhile, Giorgi CHKHIKVADZE (GEO) beat Vilius SAVICKAS (LTU) 8-0 to win the gold medal in the 72kg category and add a second U23 European title. That win propelled Georgia over Turkiye in the team title race.

Turkiye could have finished second had Azat SARIYAR (TUR) won the 67kg 67kg final. Instead, Daniial AGAEV (AIN) rolled to an 11-1 technical superiority win to capture the gold at 67kg.

Jonna MALMGREN (SWE)Defending champion Jonna MALMGREN (SWE) reached the 55kg final. (Photo: United World Wrestling / Kadir Caliskan)

Malmgren on course to defend her title

Women’s wrestling star Jonna MALMGREN (SWE) stayed on course to winning her second consecutive U23 title after she reached the 55 kg category final.

Malmgren, one of the contenders for the Paris Olympics, was the odds-on favorite to defend her crown in Baku and it didn’t take long to understand why. The two-time senior European champion, who added a silver this year, was dominant in all her bouts, scoring 22 points and conceding just two.

The 22-year-old Swede will face Mariia VYNNYK (UKR), who has already improved on her performance from last year’s continental championship but will be hoping for a top-of-the-podium finish, which would also be her best-ever performance.

Vynnyk will be one of the three Ukrainian wrestlers who will have a shot at the gold medal on Thursday. In 68kg, Manola SKOBELSKA (UKR) will take on Elizaveta PETLIAKOVA (AIN) in the title round whereas Mariia ORLEVYCH (UKR) will face Laura KUEHN (GER) in the 76kg final.

df

RESULTS

60kg
GOLD: Mert ILBARS (TUR) df. Nihad GULUZADE (AZE), 2-1

BRONZE: Dinislam BAMMATOV (AIN) df. Olivier SKRZYPCZAK (POL), 6-3
BRONZE: Melkamu FETENE (ISR) df. Georgios SCARPELLO (GER), 4-3

67kg
GOLD: Daniial AGAEV (AIN) df. Azat SARIYAR (TUR), 11-1

BRONZE: Oleg KHALILOV (UKR) df. Yanis GUENDEZ NIFRI (FRA), 2-2
BRONZE: Diego CHKHIKVADZE (GEO) df. Dimitar GEORGIEV (BUL), 9-1

72kg
GOLD: Giorgi CHKHIKVADZE (GEO) df. Vilius SAVICKAS (LTU), 8-0

BRONZE: Ruslan NURULLAYEV (AZE) df. Petar GORNYASHKI (BUL), 7-4
BRONZE: Vasile ZABICA (MDA) df. Giovanni ALESSIO (ITA), 5-4

82kg
GOLD: Gurban GURBANOV (AZE) df. Islam ALIEV (AIN), 8-2

BRONZE: Deni NAKAEV (GER) df. Alexandru SOLOVEI (MDA), 4-1
BRONZE: Vladimeri KARCHAIDZE (FRA) df. Leon RIVALTA (ITA), via fall (11-4)

97kg
GOLD: Magomed MURTAZALIEV (AIN) df. Abubakar KHASLAKHANAU (AIN), 4-1

BRONZE: Murad AHMADIYEV (AZE) df. Aapo VIITALA (FIN), 11-0
BRONZE: Anton VIEWEG (GER) df. Luka KATIC (SRB), 3-1

Women's Wrestling Semifinals

50kg
GOLD: Natallia VARAKINA (AIN) vs. Zehra DEMIRHAN (TUR) 

SF 1: Natallia VARAKINA (AIN) df. Ana PIRVU (ROU), 10-0
SF 2: Zehra DEMIRHAN (TUR) df. Gabija DILYTE (LTU), 6-4

55kg
GOLD: Mariia VYNNYK (UKR) vs. Jonna MALMGREN (SWE) 

SF 1: Jonna MALMGREN (SWE) df. Mihaela SAMOIL (MDA), via fall (8-0)
SF 2: Mariia VYNNYK (UKR) df. Aliaksandra BULAVA (AIN), 11-0

59kg
GOLD: Anastasiia SIDELNIKOVA (AIN) vs. Alesia HETMANAVA (AIN)

SF 1: Alesia HETMANAVA (AIN) df. Ana Maria PUIU (ROU), 11-0
SF 2: Anastasiia SIDELNIKOVA (AIN) df. Sevim AKBAS (TUR), 5-1

68kg
GOLD: Manola SKOBELSKA (UKR) vs. Elizaveta PETLIAKOVA (AIN)

SF 1: Elizaveta PETLIAKOVA (AIN) df. Sophia SCHAEFLE (GER), via fall (6-0)
SF 2: Manola SKOBELSKA (UKR) df. Karolina POK (HUN), 2-0

76kg
GOLD: Laura KUEHN (GER) vs. Mariia ORLEVYCH (UKR)

SF 1: Mariia ORLEVYCH (UKR) df. Nazar BATIR (TUR), 3-2
SF 2: Laura KUEHN (GER) df. Olga KOZYREVA (AIN), 9-8