‘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.

#wrestlebishkek, #WrestleParis

Ageless Abdurakhmonov gains ticket to Paris 2024, third Olympics

Friday, April 19, 2024 - 17:09 By Ken Marantz

BISHKEK, Kyrgyzstan (April 19) -- Bekzod ABDURAKHMONOV (UZB) had to battle the altitude, the home crowd and a determined opponent. The Tokyo Olympic bronze medalist showed his 34-year-old body could still work its wonders.

Abdurakhmonov earned a ticket to his third straight Olympics with a masterful 6-0 victory over home favorite Orozobek TOKTOMAMBETOV (KGZ) at 74kg as the freestyle quotas for Paris were decided at the Asian Olympic Qualifier on Friday in Bishkek.

"This win is not just mine," said Abdurakhmonov, who has two Asian golds and two world bronze medals from the last decade to his credit. "Wrestling is such a tough sport that it is not just you. You need the whole team, country to push you forward, to do better. I am very blessed to have these fans and friends, teammates, coaches and people at my home. So I am very excited."

Combined with a one-sided victory earlier at 57kg by Tokyo Olympian Gulomjon ABDULLAEV (UZB), Uzbekistan was one of six nations that evenly split the 12 available tickets to Paris with two each and now has three Olympic places overall.

The others winning two quotas were Iran, host Kyrgyzstan, Japan, Kazakhstan and Mongolia.

Iran has now filled five of the six freestyle weight classes with just the World Olympic Qualifier in May remaining.

Bekzod ABDURAKHAMONOV (UZB) clashes with Orozobek TOKTOMAMBETOV (KGZ) in the 74kg Paris qualification bout. (Photo: United World Wrestling / Kadir Caliskan)

In a clash between the bronze medalists at last October's Asian Games, Abdurakhmonov came out firing from the opening whistle to score a single-leg takedown which, despite lifting Toktomambekov full into the air and slamming him to the mat, was good only for two points. No matter, because Abdurakhmonov secured a high chest lock and easily rolled Toktomambekov for a 4-0 lead.

In the second period, Toktomambetov, who is 11 years Abdurakhmonov's junior, got in on a deep single, but Abdurakhmonov doesn't concede points easily. He initiated a counter scramble that ended with him on top for a takedown.

Despite how it appeared on the mat, the ever-moving Abdurakhmonov said he had trouble with his stamina. "I don't know what it is," he said. "I came here in very good shape but the altitude, the mountains are killing me a little bit. It's hard to wrestle here."

Even so, Abdurakhmonov managed to make both of his previous matches entertaining, as he won his opener against Magomet EVLOEV (TJK) 10-4 after surviving a cradle and near fall situation, then built up a 15-9 lead before securing a late fall over Feng LU (CHN).

In addition to the thin air, Abdurakhmonov also had to contend with facing an opponent wrestling on home soil.

"You have to [step it up]. When it's your hometown, even the walls help you. There was a lot of crowd cheering for him. But thank God I found a way to beat him."

Abdurakhmonov, who attended and competed at Clarion University in the United States and speaks fluent English, finished fifth at the 2016 Rio Olympics, where he famously beat Jordan BURROUGHS (USA) 11–1 but lost in the bronze-medal match to Jabrayil HASENOV (AZE). He made amends by taking home a bronze from Tokyo in 2021.

Among the more amazing aspects of Abdurakhmonov's colorful career is that his return to 74kg for the first time since the Tokyo Olympics included stops at weights as high as 86kg.

"I moved around a bit," he said. "I went up to 79kg and I was trying up to 86kg. I went to a couple of tournaments but 86kg guys are monsters. I feel better at 74kg. So I moved back down. We have an 86kg wrestler [Javrail SHAPIEV (UZB)] who is very good and qualified for the Olympics. So it's good we have one more weight qualified."

Yones EMAMI (IRI) defeated Nurkozha KAIPANOV (KAZ) to win the Paris quota at 74kg. (Photo: United World Wrestling / Amirreza Aliasgari)

Iran's Asian Games champion Yones EMAMI (IRI) secured the other spot at 74kg, just as he did in 2021, but this time will be hoping that he gets to use it after cruising to a 10-0 rout of the 2021 Asian champion Nurkozha KAIPANOV (KAZ).

In a clash between world 70kg medalists in 2019, Emami puts on a takedown clinic with three in the first period, then opens the second period with a stepout. He then scores two more points with a driving takedown, then immediately finishes off the match with a gut wrench at 3:49.

In 2021, Emami won the Asian qualifier in Almaty but was not on the team to Tokyo. He missed a chance to qualify this time at last year's World Championships in Belgrade, where he lost to eventual champion Zaurbek SIDAKOV (AIN) before falling to Hetik CABALOV (SRB) in the repechage.

Amirali AZARPIRA (IRI) won Iran's fifth Freestyle quota for the Paris Olympics. (Photo: United World Wrestling.)

Amirali AZARPIRA (IRI), a two-time world U23 champion, gave Iran its fifth Paris berth with a 3-0 victory over Asian Games bronze medalist Gankhuyag GANBAATAR (MGL) at 97kg, clinching the victory with a takedown in the second period while on the activity clock.

"Today's competition was very difficult because it was the Olympic quota and there was no place for mistakes," Azarpira said. "I could be better than this but I was careful because I wanted the Olympic quota. The selection for the Olympics for Iran was in this competition, so it was highly sensitive."

In his only other match before the qualifier, Azarpira ousted rising Japanese star Arash YOSHIDA (JPN), whose father is Iranian and runs the kids club where he got his start in the sport, in a bout that was close until the Iranian pulled away for a 9-1 win.

"I was wrestling Japan [Yoshida] for the first time," Azarpira said. "Yoshida is a very great opponent and it was a hard match. It was my first wrestling, my body hadn’t yet started and I wasn’t in the condition of the competition. But whatever the circumstances were, I had come to win and I was able to win."

Bekzat ALMAZ UULU (KGZ) scores the winning takedown to secure the Paris 2024 ticket for Kyrgyzstan. (Photo: United World Wrestling / Kadir Caliskan)

In the opening match of the night session, two-time world U23 bronze medalist Bekzat ALMAZ UULU (KGZ) electrified the crowd by pulling a ticket to Paris out of his hat, scoring a counter takedown with 14 seconds left to edge Munkh Erdene BATKHUYAG (MGL) 3-3 on criteria at 57kg.

Each wrestler had received an activity point that gave Almaz Uulu the lead on criteria. In the second period, Batkhuyag fought out of Almaz Uulu's deep double-leg shot to score a takedown with a minute left for a 3-1 lead.

Batkhuyag looked like he might run out the clock when he grabbed a single leg and hung on for dear life, but Almaz Uulu, the winner of this year's Yasar Dogu tournament in Turkey, broke the hold and spun behind for the victory.

Gulomjon ABDULLAEV (UZB) hits a fireman carry against AMAN (IND). (Photo: United World Wrestling / Kadir Caliskan)

Abdullaev's overwhelming victory by fall over AMAN (IND) for the other 57kg berth could not have contrasted more with the preceding match.

Abdullaev, who finished seventh at the Tokyo Olympics, started things off with a low-single takedown, then tripled the lead with a slick 4-point fireman's carry. He then added a pair of 2-point exposures, the second of which gave him a 10-0 lead and would have ended the match had he not secured the fall at 2:17.

Ernazar AKMATALIEV (KGZ) celebrates after winning the 65kg Paris quota for Kyrgyzstan. (Photo: United World Wrestling / Amirreza Aliasgari)

Former world 70kg silver medalist Ernazar AKMATALIEV (KGZ), who is back at 65kg after three years, put together a controlled 5-3 win over Kwang Jin KIM (PRK) to win the Olympic qualifier for the second time in a row.

"Words can’t describe my emotions," Akmataliev said. "You saw the support I had. The stands were full of our fans, my friends and relatives and I had to win. Our main goal is not just the quota, but the Olympic gold."

Trailing 2-1 at the break, Akmataliev got a pair of stepouts in the second period, with the second coming with Kim on the activity clock. The two then exchanged stepouts and Akmataliev held on for the victory.

Akmataliev recorded an amazing comeback in the previous round when he overcame a six-point deficit in the second period in a 12-6 win over Tsogbadrakh TSEVEENSUREN (MGL). Now he will look to do better in Paris than he did in Tokyo, where he lost in the first round to Bajrang PUNIA (IND).

"This will be my second Olympics," he said. "In the first one, I lost to an experienced wrestler. This time we will take into account all of the mistakes and not repeat them and bring back an Olympic medal."

Kotaro KIYOOKA (JPN) qualified the 65kg weight class for Japan. (Photo: United World Wrestling / Kadir Caliskan)

Kotaro KIYOOKA (JPN) picked up the other 65kg berth -- and the chance to keep the Olympic gold in Japanese hands -- with a comprehensive 11-0 victory over Shaohua YUAN (CHN).

Kiyooka used a low single to maximum effect to score two takedowns in the first period which, combined with an activity point, gave him a 5-0 lead. In the second, he landed a double-leg takedown, applied the lace lock and rolled twice to end the match in 4:29.

"I'm happy to clinch [the quota], but looking at my performance overall, it's filled with issues that need to be worked on," Kiyooka said. "My goal is the gold medal at the Paris Olympics. It's good that the issues came to light, but I can't give my performance full marks. I think it was about a 50 [out of 100]."

Kiyooka, who earned the right to represent Japan in Bishkek by knocking off Tokyo Olympic champion Takuto OTOGURO (JPN), had his toughest test in the first round when he held on for a 10-7 win over Abdulmazhid KUDIEV (TJK).

Kiyooka is a recent graduate of Nippon Sports Science University, where among his training partners is 2016 Olympic silver medalist Rei HIGUCHI (JPN), who will be among the medal favorites in Paris at 57kg. He said that helped him against Yuan, who assumes a left-foot-forward stance.

"He uses a left-handed stance, well, my teammate Rei Higuchi also does that -- and honestly speaking, Higuchi is the best -- so it was no problem," Kiyooka said.

The 23-year-old Kiyooka, whose victory came six days after younger sister Moe won the women's 55kg gold at the Asian Championships in the same venue, came into the tournament with little international experience. He won the Kolov-Petrov tournament in Bulgaria in 2023, then finished ninth that year at the World U23.

"I've become more mentally strong," Kiyooka said. "The World U23 last year was a good experience for me. Today I watched videos of past matches and I was able to stay composed when I gave up points."

Hayato ISHIGURO (JPN), left, and Bat Erdene BYAMBASUREN (MGL) secured the Paris quota at 86kg for Japan and Mongolia respectively. (Photo: United World Wrestling / Kadir Caliskan)

Japan's other win came at 86kg, where 2023 Asian bronze medalist Hayato ISHIGURO (JPN) spent all of 33 seconds on the mat the entire day booking his ticket to Paris.

That was all the time it took Ishiguro to score a takedown on Gwanuk KIM (KOR), then reel off four quick gut wrenches for a 10-0 win. Ishiguro did not have to wrestle in the afternoon session as he received a victory by default in his lone match.

Sources said that Deepak PUNIA (IND) was unable to wrestle because he was late to the weigh-in after his flight from Dubai was delayed. He was stuck in Dubai for two days because of flooding.

"In the first match, you're usually pretty tight," said Ishiguro, the 2018 world junior (U20) champion at 79kg and 2019 world U23 bronze medalist who is a product of the same Tokyo kids wrestling club that produced Otoguro. "So there was a bit of anxiety. But everyone around me encouraged me, and that lifted my mood."

Mongolia secured the other Paris ticket at 86kg, when Bat Erdene BYAMBASUREN (MGL) defeated Tokyo Olympian Zushen LIN (CHN) 1-1 on criteria, with both points scored on the activity clock in a dull match.

Three-time Asian medalist Alisher YERGALI (KAZ) earned a place for Kazakhstan in Paris and a possible second Olympics for himself at 97kg by edging Awusayiman HABILA (CHN) 3-2 at 97kg.

Yergali scored an activity point and stepout to take a 2-0 lead into the break. In the second period, Habila was on the clock again when he got in on a single-leg, but time ran out before the Chinese could finish the takedown, leaving Yergali ahead 3-2. It was a similar outcome to Yergali's 2-1 win over Habila in the first round at last year's World Championships.

Lkhagvagerel MUNKHTUR (MGL) defeated Zhiwei DENG (CHN) to win the 125kg quota for Mongolia. (Photo: United World Wrestling / Kadir Caliskan)

Two-time world medalist Lkhagvagerel MUNKHTUR (MGL) made China 0-for-4 on the night when earned a ticket to a second straight Olympics at 125kg, while denying Zhiwei DENG (CHN) what would be his third trip by scoring an activity point in each period for a 2-0 win.

The match was a clash between the losers of the bronze-medal matches at the Tokyo Olympics and a rematch of Deng's 2-1 win in the first round at last year's World Championships.

"The match was hard," Munktur said. "At the World Championships, Deng beat me, but today I won so I am happy about it. I am going for the gold in Paris. Everything is possible. Why not?"

Tokyo Olympian Yusup BATIRMURZAEV (KAZ) capped the night with a second-period scoring spree to defeat Shamil SHARIPOV (BRN) 7-3 in the other 125kg match.

Batirmurzaev, the 2021 Asian champion who finished third last year, received an activity point in the first period. In the second, he scored back-to-back 2-point counter lifts from a front body lock, then added a gut wrench for a 7-0 lead.

Sharipov, one of a handful of wrestlers who also competed at last week's Asian Championships -- where he won a bronze -- came back with a takedown and stepout, but it was too little, too late.

Paris 2024 Qualification Matches

57kg
Bekzat ALMAZ UULU (KGZ) df. Munkh Erdene BATKHUYAG (MGL) 3-3
Gulomjon ABDULLAEV (UZB) df. AMAN (IND) by Fall, 2:17 (10-0)

65kg
Kotaro KIYOOKA (JPN) df. Shaohua YUAN (CHN) by TF, 11-0, 4:29
Ernazar AKMATALIEV (KGZ) df. Kwang Jin KIM (PRK), 5-3

74kg
Bekzod ABDURAKHMONOV (UZB) df. Orozobek TOKTOMAMBETOV (KGZ), 6-0
Yones EMAMI (IRI) df. Nurkozha KAIPANOV (KAZ) by TF, 11-0, 3:49

86kg
Hayato ISHIGURO (JPN) df. Gwanuk KIM (KOR) by TF, 10-0, :33
Bat Erdene BYAMBASUREN (MGL) df. Zushen LIN (CHN), 1-1

97kg
Alisher YERGALI (KAZ) df. Awusayiman HABILA (CHN), 3-2
Amirali AZARPIRA (IRI) df. Gankhuyag GANBAATAR (MGL), 3-0

125kg
Lkhagvagerel MUNKHTUR (MGL) df. Zhiwei DENG (CHN), 2-0
Yusup BATIRMURZAEV (KAZ) df. Shamil SHARIPOV (BRN), 7-3

‘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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Ageless Abdurakhmonov gains ticket to Paris 2024, third Olympics