‘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

Susaki regains Asian crown but shows cracks in pre-Paris prep

Saturday, April 13, 2024 - 18:57 By Ken Marantz

BISHKEK, Kyrgyzstan (April 13) -- Reigning world and Olympic champion Yui SUSAKI (JPN) finally showed some chinks in her armor. Not enough to suffer a first-ever loss to a non-Japanese opponent, but enough to give her something to think about with four months to go to the Paris Olympics.

Susaki faced the rare situation of trailing in a match in the women's 50kg final at the Asian Championships but managed to right the ship and defeat Ziqi FENG (CHN) 8-4 on Saturday at Bishkek Arena to regain the title she won in her last appearance in 2017.

"To go through such troubling matches before the Olympics is an important experience in order to win the gold in Paris," said Susaki, who earlier overcame a tough challenge from Yong Ok HWANG (PRK). "I want to make use of this feeling of regret so that after I win the gold, I can say it was good I had this experience."

Japan won two of the four other women's golds at stake on the third day of the competition, with two-time world champion Nonoka OZAKI (JPN) triumphing in her first international foray at the Olympic weight of 68kg and 2022 world U23 champion Moe KIYOOKA (JPN) winning the 55kg title in her senior Asian debut.

World silver medalist Aiperi MEDET KYZY (KGZ) sent the home fans happy by rallying to a thrilling victory in the 76kg final to cap the night, which earlier saw world champion Qi ZHANG (CHN) storm to the 59kg gold to follow up her victory over two-time Olympic champion Risako KINJO (JPN) in the afternoon session.

Yui SUSAKI (JPN) attempts an unsuccessful front headlock roll against Ziqi FENG (CHN) in the 50kg final during the Asian Championships (Photo: United World Wrestling / Amirreza Aliasgari)

For Susaki, the stop in Bishkek is part of her final preparations in the run-up to the Paris Olympics. Instead, it turned into a wake-up call, although she is trying to see it in a positive light.

"To be in a tough situation and still be able to come out with a victory gives me a boost of confidence," said the four-time world champion.

In the final against Feng, Susaki was facing an opponent she had beaten twice in the past seven months -- an 8-2 win in the semifinals at last year's World Championships in Belgrade and a 10-0 rout in the final of the Zagreb Open in January.

But it became obvious that her opponents are doing their homework on the superstar, who has only three losses in her entire career, all to the same Japanese opponent, Yuki IRIE (JPN).

Feng got on the scoreboard first with a counter lift for 2, but Susaki rolled through it and gained 2 of her own. But she lost the criteria advantage when Feng stuffed her on a front headlock roll for a 4-2 lead. It looked like it would stay that way to end the period, but Susaki came back with a driving takedown off a high crotch just seconds before the buzzer.

In the second period, Susaki kept her composure and scored a pair of takedowns to clinch the victory, which runs her current streak to 54 wins in a row.

"I wasn't trying for any specific tackle and I tried to hit a front headlock roll," Susaki said. "But I realize I can improve on the combination and it makes me want to quickly get back to practice."

Susaki's first bump in the road came in her opening match in the quarterfinals against Hwang, a 2019 bronze medalist who, like the rest of her compatriots, had been out of the international wrestling scene for much of the past five years.

Susaki received two activity points before Hwang came to life and scored a stepout late in the second period. She was close to scoring another when Susaki wriggled out of danger, then stopped a desperate front roll attempt to win 4-1.

"She came up with a strategy to keep the score low and put everything into deciding it at the end," Susaki said. "I allowed her to dictate the match. I'm going to go back to Japan and figure out how to deal with an opponent who avoids contact and saves it for the end."

Even with the close calls, Susaki remains among the most popular wrestlers on the circuit, as attested by the cheers for her from the Bishkek crowd.

"It was my first Asian Championships in seven years," Susaki said. "Seven years ago, it was my first challenge at a senior tournament. It was very moving to be back after seven years. The Kyrgyz people supported me and I was very happy to be able to compete with so many cheering for me. I'm very grateful to the fans."

Nonoka OZAKI (JPN) completes a takedown against world silver medalist Delgermaa ENKHSAIKHAN (MGL) in the 68kg semifinals during the Asian Championships. (Photo: United World Wrestling / Kadir Caliskan)

Ozaki had her own issues to deal with, mainly handling a move from 62kg to 68kg over one year, with a stop at 65kg in between to win another world title. The extra weight proved to be no problem, at least on the continental level.

"My objective was winning the title, but it didn't matter if I lost as long I took something away from it," Ozaki said. "I wanted it to be a test of what level I am at."

Her level is quite high, to say the least. Ozaki won the gold with a 15-2 victory over 2022 Asian U23 champion RADHIKA (IND), her third consecutive technical fall of the day in which she was on the mat for a combined time of just over seven minutes.

"My transition from standing to the ground position was good and I could get big points," Ozaki said. "I want to continue working on that in practice."

Ozaki, the 2022 world champion at 62kg, suffered a devastating setback when she lost out on the place at the Paris Olympics in that weight class to Sakura MOTOKI (JPN). After moving up to 65kg for another chance to win a world title, which she accomplished, the opportunity to earn a ticket to Paris arose at 68kg, and she grabbed it by beating Ami ISHII (JPN) in a playoff in January.

As a natural 62kg wrestler, Ozaki has a speed advantage over her opponents. Since earning the Olympic spot, she has been spending time filling out into the heavier weight.

"I still have room to get bulkier and put on weight," she said. "I think I'll be much bigger the next time you see me."

Moe KIYOOKA (JPN) scores a two-point takedown in her 7-0 win over Kyong OH (PRK) in the 55kg final during the Asian Championships. (Photo: United World Wrestling / Kadir Caliskan)

At 55kg, Kiyooka pulled away in the second period for a 7-0 victory over Kyong OH (PRK), adding the senior Asian gold to the world U23 and U20 titles she won in 2022.

"Last year, I was supposed to be here, but I got injured and that was tough to take," the 20-year-old Kiyooka said. "This makes up for that."

In the final, Kiyooka received an activity point for the lone score of the first period. In the second period, she scored a pair of takedowns, sandwiched around an exposure for stopping a reverse fireman's carry that the Korean wrestlers use so effectively.

"The Japan team has many top-level wrestlers and I got power from them," Kiyooka said. "I was very nervous, but I was able to move just as I do in practice."

To earn a spot on the team to Bishkek, Kiyooka defeated former world champion Haruna OKUNO (JPN) for the first time at the All-Japan Championships in December. She said her goal now is to secure a ticket to this year's senior World Championships.

While Kiyooka's job is done in Bishkek, she still has a future interest in the city. Her older brother Kotaro KIYOOKA (JPN) will be coming in an attempt to earn an Olympic quota in freestyle 65kg at the Asian Olympic Qualifier, which follows on April 19-21.

"I wanted to create good momentum to pass off to my brother," Kiyooka said. "I didn't see him before I left, but he messaged me and said, 'If you stay relaxed, you can win.'"

Aiperi MEDET KYZY (KGZ) celebrates after winning the 76kg final during the Asian Championships in Bishkek on Saturday. (Photo: United World Wrestling / Amirreza Aliasgari)

For Medet Kyzy, her 10-7 victory over Yuanyuan HUANG (CHN) in the 76kg final was similar in nature to a match between them 10 months ago in Bishkek, but far more dramatic and with more at stake.

Medet Kyzy, who trailed 4-0 after the first period, bulled her way to a 4-point takedown -- her second of the match -- with 35 seconds left to regain the Asian title she won in 2022 in her fifth straight trip to the final.

"To be honest, the final match was a little hard for me, but you saw that there were lots of our fans in the stands and each of them needed to see my victory, so I did my best to win," Medet Kyzy said.

At the Bishkek Ranking Series tournament last June, Huang led 3-0 after the first period of the final when Medet Kyzy rallied to a 5-3 win, scoring the winning takedown with 23 seconds left.

Qi ZHANG (CHN) celebrates after beating two-time Olympic champion Risako KINJO (JPN) in the 59kg quarterfinal during the Asian Championships. (Photo: United World Wrestling / Kadir Caliskan)

In the 59kg final, Zhang needed less than a minute to score a takedown, lock up an arm and score four straight rolls to vanquish Anudari BATKHUYAG (MGL) 10-0. That gave her her first Asian title after a pair of bronzes from 2017 and 2019.

It was Zhang's second straight 10-0 win after her victory over Kinjo. The Chinese beat the two-time Olympic champion by getting the latter of two activity points and win 1-1 on criteria.

Risako KINJO (JPN) won the bronze medal at 59kg at the Asian Championships. (Photo: United World Wrestling / Kadir Caliskan)

Kinjo rebounds to take bronze

Kinjo, a four-time world and Asian champion, made sure she would not leave Bishkek empty-handed, overwhelming Dilfuza AIMBETOVA (UZB) 13-2 in a 59kg bronze-medal match.

"Am I disappointed, or am I happy, I'm not even sure myself," said Kinjo, who capped her victory with a driving 4-point takedown that ended the match with five seconds left in the first period.

Kinjo was appearing in her first international competition since winning the 57kg gold at the Tokyo Olympics. After that, she got married, gave birth, and missed out on a place at the Paris Olympics at 57kg to world champion Tsugumi SAKURAI (JPN), who will be in action on Sunday.

Still wanting to compete, Kinjo moved up to 59kg and won the national title to earn the ticket to Bishkek.

Asked about the loss to Zhang, Kinjo said, "The opponent is the world champion. I don't know if she even knew I had changed my name. She is not an opponent that I can't beat. But strategically the match went her way. I lost, but it was enjoyable six minutes."

Host Kyrgyzstan picked up two bronze medals, and both in dramatic fashion at the expense of opponents from rival neighbor Kazakhstan.

At 55kg, Aruuke KADYRBEK KYZY (KGZ) gave up what should have been a decisive 2-point arm throw to Zulfiya YAKHYAROVA (KAZ) with four seconds left, only to come away with a 5-3 win by managing to score a reversal with less than one second on the clock. An unsuccessful challenge accounted for the final score.

Gulnura TASHTANBEKOVA (KGZ) also gave up early points to Albina KAIRGELDINOVA (KAZ) at 68kg, but came back with a counter to the back and scored a fall at 2:09.

Diana KAYUMOVA (KAZ) took home the other bronze at 59kg with a wild 11-8 victory over Pushpa YADAV (IND). Kayumova was leading 7-7 on criteria when she clinched the win with her second 4-point move of the match -- a Greco-like back suplex.

In a surprise at 76kg, Hui Tsz CHANG (TPE) prevented Japan from having a medalist in every weight class when she overcame a four-point deficit to defeat 2022 world U23 bronze medalist Yasuha MATSUYUKI (JPN) 8-6.

Elmira SYZDYKOVA (KAZ), whose defense of her 76kg title ended with a semifinal loss to Medet Kyzy, also worked her way out of a four-point hole, but did it by pancaking PRIYA (IND) and scoring a fall in the second period.

At 50kg, Shivani PAWAR (IND) used her counter style of wrestling to maximum effect, pulling off a last-second victory with a counter lift to stun three-time world medalist Otgonjargal DOLGORJAV (MGL) 9-7.

In arguably the biggest victory of her career, Pawar, the 2021 world U23 silver medalist, had given up a go-ahead takedown to Dolgorjav with 20 seconds left.

Hwang, who won a bronze medal as a member of the last DPR Korea team to appear at the Asian Championships in 2019, will go home with another after defeating Thi Xuan NGUYEN (VIE) 4-2 at 50kg.

Min ZHANG (CHN), the 2023 Asian U23 champion, denied Dulguun BOLORMAA (MGL) a fourth senior Asian medal when she notched an entertaining 15-5 victory at 55kg.

Zhang led by a modest 2-1 in the second period when she scored a takedown and two rolls to go up 8-1. Bolormaa caught Zhang with a 4-point headlock throw, but her inability to secure the fall was her undoing, as Zhang came back with a 4-point takedown and gut wrench to finish the technical fall at 5:26.

World silver medalist Delgermaa ENKHSAIKHAN (MGL) earned her fourth senior Asian medal -- still none gold -- when she edged Zelu LI (CHN) 2-1 for the other 68kg bronze, with all of the points coming on the activity clock.

Day 3 Results

Women's Wrestling

50kg (13 entries)
GOLD: Yui SUSAKI (JPN) df. Ziqi FENG (CHN), 8-4

BRONZE: Yong Ok HWANG (PRK) df. Thi Xuan NGUYEN (VIE), 4-2
BRONZE: Shivani PAWAR (IND) df. Otgonjargal DOLGORJAV (MGL), 9-7

55kg (10 entries)
GOLD: Moe KIYOOKA (JPN) df. Kyong OH (PRK), 7-0

BRONZE: Min ZHANG (CHN) df. Dulguun BOLORMAA (MGL) by TF, 15-5, 5:22
BRONZE: Aruuke KADYRBEK KYZY (KGZ) df. Zulfiya YAKHYAROVA (KAZ), 5-3

59kg (8 entries)
GOLD: Qi ZHANG (CHN) df. Anudari BATKHUYAG (MGL) by TF, 10-0, :50

BRONZE: Risako KINJO (JPN) df. Dilfuza AIMBETOVA (UZB) by TF, 13-2, 2:54
BRONZE: Diana KAYUMOVA (KAZ) df. Pushpa YADAV (IND), 11-8

68kg (9 entries)
GOLD: Nonoka OZAKI (JPN) df. RADHIKA (IND) by TF, 15-2, 4:28

BRONZE: Delgermaa ENKHSAIKHAN (MGL) df. Zelu LI (CHN), 2-1
BRONZE: Gulnura TASHTANBEKOVA (KGZ) df. Albina KAIRGELDINOVA (KAZ) by Fall, 2:09 (7-2)

76kg (9 entries)
GOLD: Aiperi MEDET KYZY (KGZ) df. Yuanyuan HUANG (CHN), 10-7

BRONZE: Elmira SYZDYKOVA (KAZ) df. PRIYA (IND) by Fall, 4:25 (2-4)
BRONZE: Hui Tsz CHANG (TPE) df. Yasuha MATSUYUKI (JPN), 8-6

‘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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Susaki regains Asian crown but shows cracks in pre-Paris prep