‘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

Dauletbekov wins third straight Asian gold; Zare grabs 5th for Iran

Friday, April 12, 2024 - 17:26 By Ken Marantz

BISHKEK, Kyrgyzstan (April 12) -- Azamat DAULETBEKOV (KAZ) was not only aiming to complete a three-peat of Asian titles. There was a score to settle and wasn't going to let the chance to waste.

Dauletbekov willed himself to a late 4-point takedown to post a 5-2 victory over nemesis Javrail SHAPIEV (UZB) in the freestyle 86kg final at the Asian Championships on Friday in Bishkek, avenging a pair of losses over the past three years including one that kept him out of the Tokyo Olympics.

"I am very happy to be a three-time Asian champion, winning the gold medal for my country," Dauletbekov said. "I’ve been working hard for that. Thanks a lot to my coaches. It’s a team effort."

World champion Amir Hossein ZARE (IRI) handily won the gold at 125kg for his first Asian title which, combined with a victory at 92kg by Amirhossein FIROUZPOUR (IRI), gave Iran exactly half of the 10 gold medals over the two days of freestyle at Bishkek Arena.

The host country got its first gold when defending champion Taiyrbek ZHUMASHBEK UULU (KGZ) scored a late takedown for a dramatic victory at 61kg, while Japan picked up its second as Kota TAKAHASHI also left it late in winning at 74kg and denying Tajikistan just its second-ever Asian gold.

Iran captured the team title for the sixth time in seven years with 190 points. Japan finished second with 130, followed by host Kyrgyzstan with 121, three points ahead of neighbor Kazakhstan.

Azamat DAULETBEKOV (KAZ) scores a crucial takedown over Javrail SHAPIEV (UZB) in the 86kg final during the Asian Championships. (Photo: United World Wrestling / Kostadin Andonov)

Dauletbekov, a world bronze medalist the past two years, became the second wrestler at the tournament to complete the Asian three-peat after Rahman AMOUZAD (IRI) did it the day before at 65kg.

For all Dauletbekov's shining credentials, Shapiev has remained a thorn in his side. Although Dauletbekov won 4-0 in a bronze-medal match at the 2018 Asian Championships in their first meeting, the Uzbek defeated him by fall at the 2021 Asian Olympic Qualifier -- Shapiev went on to place fifth in Tokyo -- and then again at last year's Asian Games, where Dauletbekov finished out of the medals.

On Friday, Dauletbekov managed to step up when the chips were down.

"The final match was a matter of principle for me," Dauletbekov said. "I lost to him [Shapiev] at the Asian Games. I think that match was controversial. I am very happy that I could win here."

In the first period, the scoring was limited to an activity point awarded to Dauletbekov, but Shapiev was on the receiving end of the next one in the second period, which put him ahead on criteria.

Dauletbekov, however, was not to be denied. He secured a body lock and used an inside trip to send Shapiev crashing to his back for a 4-point takedown. A penalty point for fleeing on Dauletbekov in the final seconds accounted for the final score as he added the title to the ones he captured in Ulan Bataar in 2022 and last year at home in Astana.

"I won my second Asian title at home, there were many fans, I will remember that tournament," he said. "This Asian Championships was successful for me. You saw that in the final, I was losing 1-1, but I could make a 4-point move to win the match with a 5-2 score."

Dauletbekov said he is considering entering the Budapest Ranking Series tournament in June as a last tuneup for the Olympics. He said he's been keeping tabs on the competition and likes his chances in Paris.

"I followed the [European] Olympic qualifier in Baku," he said. "There are many strong opponents in my weight class. I’ll be ready for them and hope everything will work out."

Amir Hossein ZARE (IRI) won the 125kg with a technical superiority over Aiaal LAZAREV (KGZ). (Photo: United World Wrestling)

In the final match of the night, Zare showed why he is the dominant heavyweight in the sport today. Facing Aiaal LAZAREV (KGZ) -- at age 38, 15 years his senior -- Zare put on a clinic in quickly transitioning from takedown to exposure points in cruising to an 11-0 technical fall.

"Due to the good training we went through at the Iran national team camp, I participated in this match with less than 100% preparation and thanks to God I could get the gold," Zare said.

Lazarev was on the activity clock when Zare scored a takedown with a slick ankle pick. Before the 30 seconds had finished, the Iraninan had ripped off a pair of gut wrenches, giving him a 7-0 lead going into the second period. A takedown right to a roll for 4 ended the match with 32 seconds left.

Zare, a Tokyo Olympic bronze medalist and world champion in 2021, will be heading into the Paris Olympics on quite a roll. Since winning the world title last year in Belgrade -- which included victories over superstars Geno PETRIASHVILI (GEO) and Taha AKGUL (TUR) -- he won golds at the Asian Games and this year's Zagreb Open.

"This is my last competition before the Olympics," Zare said. "I needed both the ranking points and the fact that the Asian medal is valuable for our country, and thank God I didn’t return empty-handed."

Taiyrbek ZHUMASHBEK UULU (KGZ) defended his 61kg title at the Asian Championships in Bishkek, thanks to a last ditch takedown in the final. (Photo: United World Wrestling / Kadir Caliskan)

In the 61kg final, Zhumashbek Uulu didn't cut it as close as he did in his semifinal match earlier in the day, but he still took it to the wire to defeat Assyl AITAKYN (KAZ) 3-1 and complete a successful defense of his title.

Both wrestlers received an activity point, but Aitakyn got his midway through the second period to lead on criteria. With 20 seconds left, Zhumashbek Uulu scored a snap-down, spin-behind takedown to clinch the win to the delight of the partisan crowd.

In the semifinals, Zhumashbek Uulu was trailing on criteria when he hit a 4-point back trip in the last second for a stunning 11-7 victory over Reza ATRI (IRI).

Kota TAKAHASHI (JPN) scores a takedown to take a decisive lead in the 74kg final against Victor RASSADIN (TJK). (Photo: United World Wrestling / Kostadin Andonov)

Takahashi's 6-3 victory in the 74kg final against Viktor RASSADIN (TJK) followed a similar pattern. Takahashi got the first activity point, but was trailing on criteria when Rassadin got the second in the second period.

Takahashi, a 2022 world U23 bronze medalist who was making his international senior debut, then put the pressure on. That left an opening that Rassadin used to get in on a low single, but Takahashi nimble-footed out of it, then turned and charged Rassadin for a takedown.

"The opponent went into a firm defensive stance," Takahashi said. "I wanted to attack, but I couldn't get through where I wanted to. I couldn't score any takedowns and I was starting to get impatient."

The 20-year-old Takahashi said he was inspired by the victory at 57kg the previous night by Kento YUMIYA (JPN), his teammate at Nippon Sport Science University, often referred to as Nittaidai.

"Kento Yumiya won the title, and that made me a little anxious," Takahashi said. "I wanted to show that Nittaidai wrestling is strong. And I couldn't do less than a classmate the same age."

Rassadin was penalized a point for fleeing on the takedown, and Takahashi took advantage of the par terre position to score an exposure for a 6-1 lead. Rassadin scored a stepout, with a fleeing point tacked on, but it was not enough to deny Takahashi.

Rassadin was aiming to join Yusup ABDULSALAMOV (TJK), who triumphed in the same weight class in 2003 in New Dehli, as Tajikistan's lone Asian gold medalists.

Amirhossein FIROUZPOUR (IRI) celebrates after winning the 92kg gold medal in Bishkek. (Photo: United World Wrestling / Kadir Caliskan)

At 92kg, Firouzpour regained the title he won in 2022 when he relied on his solid base and raw power to chalk up six stepouts in an 8-3 victory over teenager Sherzod POYONOV (UZB).

Firouzpour, the world U20 and U23 champion in 2022 and winner at this year's Yasar Dogu tournament in Turkey, scored three stepouts in the first period, while giving up one himself. He added three more in the second before finally scoring a takedown off an underhook. Poyonov scored a consolation takedown in the final seconds.

Kum Chol RI (PRK) blanked Reza ATRI (IRI) 11-0 in the 61kg bronze medal bout. (Photo: United World Wrestling / Amirreza Aliasgari)

DPR Korea picks up 2nd bronze in return

In the bronze-medal matches, Kum Chol RI (PRK) gave the DPK Korea its second bronze in its return to the Asian Championships after a five-year absence by putting together a masterful 11-0 victory over 2022 world silver medalist Reza ATRI (IRI) at 61kg.

After scoring a nifty low-single takedown, Ri showed incredible dexterity and balance when he twice cartwheeled out of front-headlock counter lifts, both of which he turned into stepouts. The Iranians challenged the second, but it was denied to give Ri a 5-0 lead.

In the second period, Ri, making his first international appearance since winning an Asian cadet title in 2014, spun behind for a takedown, then went back and forth with an arm bar roll to finish off the match in 4:16.

The other 61kg bronze went to Enkhbold ENKHBAT (MGL), who put together a somewhat unusual winning pattern in a wild 18-7 victory over Akash DAHIYA (IND).

Enkhbat twice used a takedown and lace lock combination to chalk up big points -- eight in the first period and 10 in the second to end the match. But in between, he allowed Dahiya to come back and score seven points to cut the gap to one.

Sangho HAN (KOR) gave Korea its first medal of the competition with an amazing comeback at 74kg, overcoming a seven-point deficit to defeat teenager Alp BEGENJOV (TKM) 17-7 and deny Turkmenistan its first-ever senior Asian medal in freestyle.

The 17-year-old Begenjov came out on fire, kicking out the leg for a 4-point takedown before adding a stepout and a takedown for a 7-0 lead. But then he ran out of gas, and Han took full advantage, scoring two takedowns, a stepout and two exposures to go ahead 9-7 at the break.

It was more of the same in the second, as he used a lace lock for four points, then a takedown to a roll for four more to end the match at 3:34.

Iran added two bronze medals to its final tally with victories by Hossein ABOUZARI (IRI) at 74kg and Hadi VAFAEIPOUR (IRI) at 86kg.

Abouzari, making his senior Asian debut, scored all of his points in the second period of a 5-2 victory over 2021 champion Syrbaz TALGAT (KAZ). Vafaeipour had an easier time with Peilong LI (CHN), scoring two takedown-exposure combinations in a 10-0 technical fall in 2:31.

Tatsuya SHIRAI (JPN), a 2022 world U23 champion appearing in just his second international tournament on the senior level, came away with the other 86kg bronze with a 3-0 victory over Atai IZABEKOV (KGZ). Shirai was the aggressor throughout and was rewarded with two activity points, then added a stepout at the buzzer.

Bahrain had two wrestlers named SHARIPOV in action, and both came away with bronze medals with one-sided victories.

Magomed SHARIPOV (BRN) picked up his second straight Asian bronze at 92kg after scoring four takedowns, including a 4-pointer, in a 10-0 technical fall over Suhe GANG (CHN), and Shamil SHARIPOV (BRN) scored a second-period fall over Anirudh KUMAR (IND) after building an 8-2 lead at 125kg.

Batzul DAMJIN (MGL) won the other 92kg bronze and broke some host country hearts, scoring a duck-under takedown with 40 seconds left for a 2-2 victory on criteria over Nurtilek KARYPBAEV (KGZ). Both of Karypbaev's points came on the activity clock.

BUHEEERDUN (CHN) needed just 44 seconds to secure his second straight bronze at 125kg, scoring a takedown and executing four gut wrenches for a 10-0 victory over Odgerel BATKHISHIG (MGL).

Day 2 Results

Freestyle

61kg (15 entries)
GOLD: Taiyrbek ZHUMASHBEK UULU (KGZ) df. Assyl AITAKYN (KAZ), 3-1

BRONZE: Kum Chol RI (PRK) df. Reza ATRI (IRI) by TF, 11-0, 4:16
BRONZE: Enkhbold ENKHBAT (MGL) df. Akash DAHIYA (IND) by TF, 18-7, 5:29

74kg (16 entries)
GOLD: Kota TAKAHASHI (JPN) df. Viktor RASSADIN (TJK), 6-3

BRONZE: Hossein ABOUZARI (IRI) df. Syrbaz TALGAT (KAZ), 5-2
BRONZE: Sangho HAN (KOR) df. Alp BEGENJOV (TKM) by TF, 17-7, 3:34

86kg (12 entries)
GOLD: Azamat DAULETBEKOV (KAZ) df. Javrail SHAPIEV (UZB), 5-2

BRONZE: Hadi VAFAEIPOUR (IRI) df. Peilong LI (CHN) by TF, 10-0, 2:31
BRONZE: Tatsuya SHIRAI (JPN) df. Atai IZABEKOV (KGZ), 3-0

92kg (12 entries)
GOLD: Amirhossein FIROUZPOUR (IRI) df. Sherzod POYONOV (UZB), 8-3

BRONZE: Magomed SHARIPOV (BRN) df. Suhe GANG (CHN) by TF, 10-0, 3:34
BRONZE: Batzul DAMJIN (MGL) df. Nurtilek KARYPBAEV (KGZ), 2-2

125kg (11 entries)
GOLD: Amir ZARE (IRI) df. Aiaal LAZAREV (KGZ) by TF, 11-0, 5:27

BRONZE: Shamil SHARIPOV (BRN) df. Anirudh KUMAR (IND) by Fall, 4:15 (8-2)
BRONZE: BUHEEERDUN (CHN) df. Odgerel BATKHISHIG (MGL) by TF, 10-0, :44

‘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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Dauletbekov wins third straight Asian gold; Zare grabs 5th for Iran