#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.

#WrestleZagreb

World Championships 2025 Greco-Roman Preview

By Vinay Siwach

ZAGREB, Croatia (September 9) -- The last time the Azerbaijan Greco-Roman team did not finish on the podium in the team rankings was back in 2019. Since then, it has remained in the top three for four consecutive editions of the World Championships, including two first-place finishes in 2023 and 2024.

The country will once again be one of the toughest to beat at the World Championships, bringing some of the strongest wrestlers to Zagreb to defend its team title.

Five world medalists, including three champions, and four former European medalists, including two champions, make up Azerbaijan's lineup, led by Olympic and world medalist Hasrat JAFAROV (AZE). World champions Eldaniz AZIZLI (AZE) at 55kg, Nihat MAMMADLI (AZE) at 60kg, and Ulvu GANIZADE (AZE) at 72kg will be key to the team's success.

Supporting them are former European champion Murad MAMMADOV (AZE) at 63kg, world silver medalist Sanan SULEYMANOV (AZE) at 77kg, European champion Gurban GURBANOV (AZE) at 82kg, European medalist Islam ABBASOV (AZE) at 87kg, former European U23 champion Murad AHMADIYEV (AZE) at 97kg, and former European medalist Beka KANDELAKI (AZE) at 130kg.

The biggest rival for Azerbaijan will be Iran which is also bringing a strong team to Zagreb. With Olympic champions Mohammadhadi SARAVI (IRI) at 97kg, Saeid ESMAEILI (IRI) at 67kg, and Olympic silver medalist Alireza MOHAMADI (IRI) at 87kg, Iran also has world champion and Olympic bronze medalist Amin MIRZAZADEH (IRI) who is looking to defend his 130kg gold.

Other names include world U20 champions Payam AHMADI (IRI) at 55kg, Ali AHMADI VAFA (IRI) at 60kg, world U23 champion Danial SOHRABI (IRI) at 72kg, and Zagreb Open champion Gholamreza FAROKHI (IRI) at 82kg.

Azerbaijan's Golden Trio

Azerbaijan's three world champions from 2024 -- Azizli, Mammadli, and Ganizade -- will face a stronger field than last year.

Azizli, a four-time world champion at 55kg, is the favorite. However, his loss to Emin SEFERSHAEV (UWW) in the European Championships final puts an asterisk on that tag.

Iran will send world U20 champion Payam AHMADI (IRI) over Poya DAD MARZ (IRI) after the former won a selection bout. It will be interesting to see how the young wrestler adjusts to the senior level. Vakhtang LOLUA (GEO) and Taiga ONISHI (JPN) are also potential podium finishers at 55kg.

At 60kg, Mammadli aims for back-to-back world titles. After winning at 63kg last year, he has returned to his preferred 60kg, where he claimed European gold earlier this year. Mammadli is known for his dominant par terre wrestling, making it tough for opponents to turn him from that position.

Despite his advantage, Mammadli will face challenges in Zagreb. A European final rematch against Georgij TIBILOV (SRB) is likely, as Tibilov has troubled him in the past but never defeated him. Both could meet in the semifinals.

Paris Olympic bronze medalist Se Ung RI (PRK) will also be in contention for a medal, a feat DPR Korea has not achieved in Greco-Roman since 2015.

Ali AHMADI VAFA (IRI) is aiming for success at the senior level after winning gold at the 2024 U20 World Championships. He has the potential to challenge the top wrestlers. Former world champion Victor CIOBANU (MDA) will also be looking to regain his momentum, while Asian silver medalist Kaito INABA (JPN) will make his World Championships debut.

Ganizade, the third world champion from Azerbaijan, faces a tough road at 72kg, with two other world champions and an Olympic silver medalist in the mix. Experienced wrestlers like Selcuk CAN (TUR) and Danial SOHRABI (IRI) also add to the competition.

Ganizade narrowly defeated former world champion Ibrahim GHANEM (FRA) 3-2 in last year’s final, and they are likely to meet again. Ghanem, who won gold at the European Championships, has been a consistent contender.

Ali ARSALAN (SRB), another world champion in this weight class, has been inconsistent. He earned a bronze last year after losing to Ghanem in the semifinals.

Parviz NASIBOV (UKR), a two-time Olympic silver medalist, still seeks his first world medal and will look to change that in Zagreb.

An incredible storyline is unfolding at 67kg as Taishi NARIKUNI (JPN) attempts to win gold. Narikuni, who won gold at 70kg in Freestyle in 2023, now hopes to add a Greco-Roman world title to his list of achievements.

Three-Way Battle at 67kg

Esmaeili, the biggest gold-medal favorite, won gold at the Asian Championships. He has never wrestled at a senior Worlds but is a former world U20 champion. He won gold at the Asian Championships with a 3-0 win over Razzak BEISHEKEEV (KGZ). He will now look to win his first world medal.

Like Esmaeili, Jafarov has also never won gold at the World Championships. He missed his chance in 2023 after losing to Tokyo Olympic champion Luis ORTA (CUB) in the final. Jafarov went on to win bronze at the Paris Olympics and will be a favorite in Zagreb.

Orta has defeated both Esmaeili and Jafarov but lost to the Iranian in Paris. He will be looking to add a second world gold to his name despite winning bronze in Paris.

Saravi: From Challenger to Leader

For years, Mohammadhadi SARAVI (IRI) has been a challenger to Artur ALEKANYAN (ARM) in the 97kg weight class. But after defeating Aleksanyan at the Paris Olympics and seeing the Armenian lose at the European Championships, Saravi has emerged as the new leader in the 97kg class. Now, Aleksanyan, a four-time world champion, will try to reclaim his place at the top of the podium.

Both Saravi and Aleksanyan lost to Gabriel ROSILLO (CUB) at the 2023 World Championships -- Saravi in the semifinals and Aleksanyan in the final. While Rosillo's surprise victory in 2023 shocked many, it's unlikely he'll repeat that, meaning Saravi vs Aleksanyan might be the final showdown in Zagreb.

The 97kg field also features Paris Olympic bronze medalist Uzur DZHUZUPBEKOV (KGZ), Kiryl MASKEVICH (UWW) [who moved up from 87kg this season], European silver medalist Lucas LAZOGIANIS (GER), and former world U23 champions Artur SARGSIAN (UWW) and Alex SZOKE (HUN).

Kusaka's Return

Nao KUSAKA (JPN), Olympic champion, returns for the first time since winning gold at the Paris Games, aiming to claim his first world title after falling short in 2023 to Akzhol MAKHMUDOV (KGZ). Kusaka is the favorite for gold but will face tough competition from Olympic silver medalist Demeu ZHADRAYEV (KAZ), who is seeded fifth. Both Kusaka and Zhadrayev could meet in the quarterfinals.

World champion and Paris bronze medalist Malkhas AMOYAN (ARM) will try to avenge his loss to Kusaka, while Asian champion Aram VARDANYAN (UZB), who has been having a career resurgence, aims to add a world medal.

Other potential challengers include Robert FRITSCH (HUN), Yryskeldi MAKSATBEK UULU (KGZ), Alexandrin GUTU (MDA), Sergei KUTUZOV (UWW), and Alireza ABDEVALI (IRI), all of whom are capable of causing upsets.

Mohmadi’s Chance at 87kg

Though missing Olympic champion Semen NOVIKOV (BUL), the 87kg weight class remains highly competitive. Paris silver medalist Alireza MOHMADI (IRI), a favorite, is known for his excellent conditioning and ability to score from par terre.

Turpal BISULTANOV (DEN), the Paris bronze medalist, will also be in the mix for gold, capable of defeating anyone on his best day with his high-paced style and big throws.

Other threats include European champion David LOSONCZI (HUN), Islam YEVLOYEV (KAZ), Asan ZHANYSHOV (KAZ), and Mukhammadkodir RASULOV (UZB).

At 130kg, Amin MIRZAZADEH (IRI) will aim to defend his 2023 world title after stunning Riza KAYAALP (TUR) in the final. Mirzazadeh is the favorite but faces competition from former world silver medalist Oscar PINO (CUB), European champion Sergei SEMENOV (UWW), age-group world champion Hamza BAKIR (TUR), and Pavel HLINCHUK (UWW).

63kg: Abuladze vs Kamal

The battle for 63kg gold could come down to Leri ABULADZE (GEO) and Kerem KAMAL (TUR). Kamal, the most improved wrestler of the year, has won Ranking Series golds and European gold after moving up from 60kg to 63kg.

Abuladze, the 2023 world gold medalist, will return to 63kg, aiming to defend his title after struggling at 67kg. His defense is at par with the best, but scoring from par terre will be key to his success.

Challengers include Asian and world U20 champion Aytjan KHALMAKHANOV (UZB), Mohammad KESHTKAR (IRI), Vitalie ERIOMENCO (MDA), Murad MAMMADOV (AZE), and Sergey EMELIN (UWW), a bronze medalist from Tokyo.

Gurban GURBANOV (AZE), the European champion, has gold medals from all age-group World Championships and will now aim for senior-level success. GURBANOV’s confidence will be high after winning the European Championships in dominating fashion at 82kg.

However, facing off against the Asian wrestlers, Gholamreza FAROKHI (IRI), Taizo YOSHIDA (JPN), and Jalgasbay BERDIMURATOV (UZB), will pose significant challenges.

Turkiye's 2024 European champion Alperen BERBER (TUR) will debut at the World Championships and is considered a strong medal contender.