#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

Share this article

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 Freestyle Preview

Monday, September 8, 2025 - 13:14 By Vinay Siwach

Share this article

ZAGREB, Croatia (September 6) -- For nearly a decade, the 97kg Freestyle wrestling division was defined by two names: Abdulrashid SADULAEV (UWW) and Kyle SNYDER (USA). From 2015 to 2017, Snyder ruled the mat, winning Olympic and World titles.

Sadulaev then took over from 2018 to 2021, claiming every major gold. When Sadulaev missed the 2022 Worlds, Snyder reclaimed the top spot.

But in 2023, a new force emerged -- Akhmed TAZHUDINOV (BRN). He stunned the wrestling world by beating both Snyder and Sadulaev in Belgrade, claiming the world title. In 2024, he repeated his feat in Paris, solidifying his status as the man to beat at 97kg.

Now, Tazhudinov enters Zagreb as the wrestler to beat, but he’ll face stiff competition from veterans looking for redemption and rivals who came close to beating him.

 

Snyder, who missed the podium in Paris, remains dangerous. He once pushed Sadulaev to the limit before the latter adjusted. Snyder also fell in Albania to Arash YOSHIDA (JPN), the current Asian champion. Yoshida, blends Iranian and Japanese techniques and has excellent underhook defense and is a serious medal contender.

Givi MATCHARASHVILI (GEO)Givi MATCHARASHVILI (GEO) is a three-time European champion. (Photo: United World Wrestling / Kostadin Andonov)

European champion Givi MATCHARASHVILI (GEO) is another name to watch. He won Olympic silver in Paris but was pinned quickly by Tazhudinov. Still, as the number two seed, he avoids Tazhudinov until the final and must contend with Snyder, Yoshida, and possibly Sadulaev on his side of the bracket.

Amirali AZARPIRA (IRI), seeded number five, came closest to beating Tazhudinov in Paris, leading 3-0 before surrendering two late takedowns to lose 4-3. Back from injury, his fitness will be key if the two meet again in Zagreb.

Rizabek AITMUKHAN (KAZ), Kazakhstan’s first freestyle world champion, also pushed Tazhudinov hard at the Asian Championships but couldn’t close the match. He’s a strong bet for the podium. Magomedkhan MAGOMEDOV (AZE) returns after a bronze in Paris and a silver at the 2023 World Championships, remains a serious threat in one of the deepest brackets in the championships.

Kotaro KIYOOKA (JPN)Kotaro KIYOOKA (JPN) defeated Rahman AMOUZAD (IRI) in the 65kg Olympic final. (Photo: United World Wrestling / Kadir Caliskan)

Olympic final rematch on cards

Apart from Tazhudinov, Kotaro KIYOOKA (JPN) is the only other Freestyle Olympic champion in Zagreb. At 65kg, all four returning medalists from Paris are entered, though Islam DUDAEV (ALB) will wrestle at 70kg.

A repeat of the 2024 Olympic final is expected at 65kg, with Kiyooka and silver medalist Rahman AMOUZAD (IRI) on course to collide if seeding holds. Kiyooka has never wrestled at a World Championships and skipped the season after winning gold in Paris, but his resume includes wins over world-class opponents. He beat Tokyo Olympic champion Takuto OTOGURO (JPN) to earn Japan’s Paris spot, and then defeated Asian champion Kaisei TANABE (JPN) twice to make the team for Zagreb.

Amouzad will be his biggest threat, looking to avenge the Olympic final. Barring that loss, the Iranian has been a consistent force, using his under-over technique to catch opponents off guard. If he can limit Kiyooka's relentless attacks and keep the match low-scoring, he may have a chance.

European champion Ibragim IBRAGIMOV (UWW), the world U23 champion, brings a full arsenal to challenge both Kiyooka and Amouzad. He could be the biggest disruptor in the bracket.

Sebastian RIVERA (PUR), an Olympic bronze and world silver medalist, could medal again despite not competing since Paris. Vazgen TEVANYAN (ARM) and SUJEET (IND) are also aiming for podium finishes.

Gold drought for Uguev

Beyond Kiyooka and Yoshida, other Japanese medal hopefuls include Asian champion Takara SUDA (JPN) at 61kg, world silver medalist Yoshinosuke AOYAGI (JPN) at 70kg, Kota TAKAHASHI (JPN) at 74kg, and the Ishiguro brothers at 86kg and 92kg.

Suda will have big shoes to fill as his Yamanashi Gakuin University teammate Masanosuke ONO (JPN) rose to become the world champ last year. Suda faces an equally tough field with Zavur UGUEV (UWW), Zelimkhan ABAKAROV (ALB), and UDIT (IND) among others.

Takara SUDA (JPN)Takara SUDA (JPN) is the Asian champion at 61kg. (Photo: United World Wrestling / Amirreza Aliasgari)

Uguev, Olympic and 2019 world champion, returned to form by winning the European title in April. He finished fifth last year after losses to Ono and Vitali ARAJAU (USA). Can he now stop Suda, the Ranking Series and Asian champion? Suda has found ways to win but struggles with conditioning.

Abakarov, a former world champion, will also be in the mix, having beaten Uguev in 2023. Other contenders include Asian silver medalist Udit, Taiyrbek ZHUMASHBEK UULU (KGZ) -- back at 61kg -- and Jaxen FORREST (USA), who beat Arajau to claim the U.S. team spot.

Sidakov set to return

At 74kg, 2023 world champion Zaurbek SIDAKOV (UWW) has managed to recover just in time for the World Championships. He suffered an injury in his European Championships loss to Chermen VALIEV (ALB) and will likely go through the Albanian if he wants to defend his gold.

Also Read: Valiev opens up Olympics, his style

Valiev has had close encounters against Sidakov and the win at Europeans was his first over Sidakov. His strategy to keep a close score or defend a lead may not always play out well. But his defensive skills are top notch, and he doesn't let anyone score easily.

Kota TAKAHASHI (JPN) and David CARR (USA) are two youngsters who can surprise a few. Both have lethal attacks and can move quickly. Takahashi won the clash in Budapest but Carr nearly pulled off a comeback against a tiring Takahashi.

World silver medalist Tajmuraz SALKAZANOV (SVK) would like to return to the podium, while Yones EMAMI (IRI) and veteran Soner DEMIRTAS (TUR) remain strong contenders.

Nurkozha KAIPANOV (KAZ)Nurkozha KAIPANOV (KAZ), blue, and Yoshinosuke AOYAGI (JPN) wrestled in the 70kg final at 2024 World Championships. Kaipanov won gold. (Photo: United World Wrestling / Kadir Caliskan)

Top-seeded Yoshinosuke AOYAGI (JPN) and world champion Nurkozha KAIPANOV (KAZ) will go for the 70kg title. Kaipanov defeated Aoyagi in last year’s final to win gold. Aoyagi seemed in form with a win at the Budapest Ranking Series but will be challenged in Zagreb.

Kaipanov won 74kg gold at the Asian Championships but is now back at 70kg to defend his world title. While Aoyagi is a key challenger, others may break Kaipanov’s defensive wall.

Former world silver medalist Amirmohammad YAZDANI (IRI) will be the biggest threat as he hunts for his first world title. His attacking style troubles many, though his conditioning is still a work in progress. The field is deeper with Asian champion Ernazar AKMATALIEV (KGZ), who entertains with crafty moves, though that can be his undoing.

Viktor RASSADIN (TJK), a Paris Olympian and second to Akmataliev in Asia, is also a medal threat. Tulga TUMUR OCHIR (MGL) will be at 70kg. Saiyn KAZYRYK (UWW) can make a run to the final but will be tested on the international level.

PJ DUKE (USA), coming off a world U20 gold, and world medalist Arman ANDREASYAN (ARM), will look to add to their success.

Spencer LEE (USA)Olympic silver medalist Spencer LEE (USA) is chasing his first world title at 57kg. (Photo: United World Wrestling / Amirreza Aliasgari)

Lee chases world gold

In other weight classes, Spencer LEE (USA) will be looking to win a world medal. A United States wrestler winning the gold medal in the lowest weight category is a rare occurrence. Thomas GILMAN (USA) won gold in 2021 and silver in 2022; however, the country drew a blank in 2023.

Now, Paris Olympic silver medalist Lee is primed to win gold at 57kg in Zagreb. This will be his first World Championships, but he is the favorite to claim the title. It is unlikely he will face much trouble, but if he does, it will likely come from 2023 world bronze medalist Arsen HARUTYUNYAN (ARM) and Paris bronze medalists AMAN (IND) and Gulomjon ABDULLAEV (UZB).

The field is further intensified by Asian champion Chong Song HAN (PRK), European silver medalist Azamat TUSKAEV (SRB), and Iran’s Ali MOMENI (IRI).

At 79kg, Akhmed USMANOV (UWW), world champion in 2023, should have no trouble winning his second title despite familiar foes like Vladimeri GAMKRELIDZE (GEO) and Mohammad NOKHODI (IRI).

Usmanov defeated both en route to his 2023 gold and has since won the European Championships in 2024 and 2025. In the final in Slovakia, Usmanov overcame veteran Zelimkhan KHADJIEV (FRA).

Khadjiev remains a podium contender but recently suffered a close loss to Georgios KOUGIOUMTSIDIS (GRE) in Budapest, making the Greek wrestler a real medal threat. Also not to be counted out is Vasyl MYKHAILOV (UKR), who has consistently been competitive at the World Championships.

New dawn at 86kg
The 86kg category will see a big shift in Zagreb. Since 2017, Hassan YAZDANI (IRI) and David TAYLOR (USA) have shared the gold medals at Worlds. However, that near-decade-long reign is ending. Taylor has retired, and Yazdani has moved up a weight class, skipping this year.

So who will be champion in Zagreb? Two-time world champion Kamran GHASEMPOUR (IRI), second to Yazdani at 86kg, will be the favorite. He was competing at 92kg and was close to a third world title before losing heartbreakingly in the semifinals to Sadulaev.

Also Read: "I was destroyed" - Ghasempour on Sadulaev loss

Now back at the Olympic weight class, Ghasempour aims to deliver his best performance in Zagreb. He is unseeded, which means he can be drawn anywhere in the bracket.

The weight class is packed with talent. European silver medalist Mahamedkhabib KADZIMAHAMEDAU (UWW) is thriving at 86kg and nearly won gold at the European Championships. Former world U20 champion Ibragim KADIEV (UWW) is another strong contender despite limited top-level international experience.

Zahid VALENCIA (USA) has improved significantly over the past year and is a potential podium finisher with his attacking pace. Arsenii DZHIOEV (AZE) and Azamat DAULETBEKOV (KAZ) are dark horses who could surprise in this competitive field.

PodiumAll four 2025 European Championships medalist Osman NURMAGOMEDOV (AZE), left, Dauren KURUGLIEV (GRE), second from left, Miriani MAISURADZE (GEO), third from left, and Feyzullah AKTURK (TUR) are medal threats in Zagreb. (Photo: United World Wrestling / Kostadin Andonov)

Two-time world silver medalists Osman NURMAGOMEDOV (AZE) and Miriani MAISURADZE (GEO), European champion Dauren KURUGLIEV (GRE), Asian champion Amirhossein FIROUZPOUR (IRI), and former world silver medalists Batyrbek TSAKULOV (SVK) and Deepak PUNIA (IND) make the 92kg category one of the toughest in Zagreb.

Though he lacks a World Championships medal, Trent HIDLAY (USA) is a top gold-medal contender after winning gold in Budapest. He is currently one of the strongest wrestlers globally.

Firouzpour, moving into the spotlight after Ghasempour’s shift down a weight class, enters Zagreb as a favorite. Though new to Worlds, his Iranian style with underhook pushouts and takedowns makes him a serious threat.

Nurmagomedov and Kurugliev battled at the European Championships and Budapest, with Kurugliev prevailing both times. Maisuradze remains a strong competitor despite a recent dip in form.

At 125kg, Amir Hossein ZARE (IRI) stands head and shoulders above the rest, though European champion Giorgi MESHVILDISHVILI (AZE), Solomon MANASHVILI (GEO), Lkhagvagerel MUNKHTUR (MGL), and Wyatt HENDRICKSON (USA) aim to challenge him.