#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

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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.

#WrestleBaku, #WrestleParis

Sadulaev leads star-studded line-up for European OG Qualifier

Sunday, March 31, 2024 - 20:48 By Vinay Siwach

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BAKU, Azerbaijan (March 31) -- For the first time in his career, Abdulrashid SADULAEV (AIN) will participate in 'qualifiers' hoping to earn a spot for the Paris Olympics. His previous two appearances at the Olympics, Rio 2016 and Tokyo 2020, came after winning the preceding World Championships in 2015 and 2019, respectively.

Sadulaev, if he qualifies, won't go to Paris as the world champion. Nor would he be the clear pick to win the gold. However, Sadulaev will be the favorite in Baku.

The two-time Olympic champion, who withdrew from his semifinal at the 2023 World Championships due to injury, is set to compete in the European OG Qualifiers in Baku from April 5 to 7, aiming to secure a Paris quota as an Individual Neutral Athlete in the 97kg category. This marks his return to competition following the World Championships and subsequent neck surgery.

The 97kg bracket includes some notable contenders aiming to secure quotas for Paris 2024 including Vlagyiszlav BAJCAJEV (HUN), who clinched a bronze medal at the European Championships, veteran Magomedgadji NUROV (MKD), Radoslaw BARAN (POL), and Tokyo Olympian Aliaksandr HUSHTYN (AIN).

Sadulaev is expected to be seeded second, barring any last-minute changes to the entries, while Erik THIELE (GER) is set to receive the top seed, placing him separate from Sadulaev. As a result, Bajcajev is likely to be the third seed, and if the seeds hold, he will meet Sadulaev in the semifinal, with the winner securing the Paris 2024 spot.

Baran is slated to be the fourth seed, positioning him in the top half of the bracket. Hushtyn, Nurov, Radu LEFTER (MDA), and Benjamin HONIS (HUN) will be drawn randomly.

Despite the time away from international competition and being in unfamiliar territory, Sadulaev will look to leave no doubt that he remains an unbeaten force.

Haji ALIYEV (AZE)Haji ALIYEV (AZE) wrestling at the World Championships where he lost in the quarterfinal. (Photo: UWW / Kostadin Andonov)

Another wrestler hoping to earn a Paris 2024 spot is two-time Olympic medalist Haji ALIYEV (AZE). When he last competed at a European qualifier, Aliyev had a relatively straightforward path to the final, securing his qualification for the Tokyo Olympics. However, this year may present different challenges.

Aliyev will have to tackle a lot, both on and off the mat, to qualify for his third Olympics. He will be dealing with some additional pressure of leading a formidable Azerbaijan team looking to qualify in five Olympic weight classes in Baku.

The 65kg bracket in Baku will feature the latest European champion, Islam DUDAEV (ALB), European silver medalist Mikyay NAIM (BUL), former European bronze medalist Erik ARUSHANIAN (UKR), and 2024 European bronze medalist Andre CLARKE (GER), among others.

Dudaev won the gold in February after beating Gadzhimurad RASHIDOV (AIN) in the final, throwing his name in the mix to earn a Paris Olympic quota in Baku.

Aliyev will be seeded number three with Maxim SCULTAN (MDA) taking the top seed, Joshua FINESILVER (ISR) at number two and Nino LEUTERT (SUI) at number four.

The weight cut for Aliyev will also be a challenge. Since the Tokyo Olympics, he has participated in six United World Wrestling competitions, wrestling at 70kg in three of them. The Baku tournament will also mark his first competition since the World Championships in September last year, where he exited after suffering a loss to Vazgen TEVANYAN (ARM) in the quarterfinals.

Aliabbas RZAZADE (AZE)Aliabbas RZAZADE (AZE) is looking to qualify Azerbaijan at 57kg. (Photo: United World Wrestling)

Joining Aliyev in the Azerbaijan team are Aliabbas RZAZADE (AZE) at 57kg, Turan BAYRAMOV (AZE) at 74kg, Osman NURMAGOMEDOV (AZE) at 86kg and Giorgi MESHVILDISHVILI (AZE) at 125kg.

Rzazade failed to move past the Round of 16 at the World Championships and even lost his cool in that bout. But with Stevan MICIC (SRB), Arsen HARUTYUNYAN (ARM), Zelimkhan ABAKAROV (ALB) and Zavur UGUEV (AIN) already earning a spot from the World Championships, the European field does offer a huge opportunity for Rzazade.

He will be seeded fourth in a bracket that also has Tokyo Olympian Georgi VANGELOV (BUL), Horst LEHR (GER), Robert DINGASHVILI (GEO), Simone PIRODDU (ITA),  Vladimir EGOROV (MKD), Suleyman ATLI (TUR) and Kamil KERYMOV (UKR).

Atli and Egorov, former European champions, will be drawn randomly while Vangelov will be seeded number three after Lehr, who is number two.

Artur NAIFONOV (AIN)Artur NAIFONOV (AIN) is returning since the 2021 World Championships. (Photo: UWW / Kadir Caliskan)

At 86kg, Nurmagomedov will have to repeat his heroics from the 92kg weight class that saw him become a world silver medalist and European champion. Azerbaijan will hope that Nurmagomedov can finish the job in Baku and not leave things to the final qualifiers in Istanbul in May.

But it won't be easy as Tokyo bronze medalist Artur NAIFONOV (AIN) returns for his first competition in three years. He will be among the contenders to claim one of the two spots. A few familiar opponents will greet Naifonov as Magomed RAMAZANOV (BUL) will turn up for Bulgaria while Dauren KURUGLIEV (GRE) will turn up for Greece.

Naifonov last wrestled at the World Championships in Oslo in 2021, winning a bronze medal. He will now be in Baku to earn the 86kg spot as an Individual Neutral Athlete.

Kurugliev won the European Championships in February and will start among the favorites to win one of the two spots in Baku. But he has to look out for Naifonov who will be drawn at random in the bracket.

The top seed will be European bronze medalist Osman GOCEN (TUR) who impressed at the European Championships. He will followed by Ramazanov as the second seed and Rakhim MAGAMADOV (FRA) as the third seed. Kurguliev will be fourth, putting him on the same side as Gocen.

Two-time World Championships medalist Vladimeri GAMKRELIDZE (GEO) at 79kg has entered 86kg since the start of the year with hopes of qualifying Georgia. Former world medalists Boris MAKOEV (SVK) and Vasyl MYKHAILOV (UKR) are expected to surprise the field.  

The 125kg can throw a few close match-ups with little to predict. European bronze medalists Meshvildishvili and Alen KHUBULOV (BUL) will look to seize this opportunity and earn Paris spots. Joining them is Dzianis KHRAMIANKOU (AIN) who finished fifth in Bucharest, former Euro medalist Daniel LIGETI (HUN), Tokyo Olympian Abraham CONYEDO (ITA) and Oleksandr KHOTSIANIVSKYI (UKR).

Ligeti was a win away from getting the spot at the World Championships but he has another chance in Baku. He will be the top seed followed by Meshvildishvili at number two. Khotsianivskyi will be at number three and Khramiankou at number four.

Mahamedkhabib KADZIMAHAMEDAU (AIN)Mahamedkhabib KADZIMAHAMEDAU (AIN) is a silver medalist in the Tokyo Olympics. (Photo: UWW / Kostadin Andonov)

74kg minefield

Perhaps the most unpredictable weight class in the world right now. A host of Olympic and World Championships medalists will make their way to Baku to earn Paris 2024 quotas. But many will leave without one.

Tokyo silver medalist Mahamedkhabib KADZIMAHAMEDAU (AIN), who exited the World Championships after a first-round loss, has some forgetful memories of a European qualifier as he suffered a heartbreaking 4-4 loss four years ago.

However, a European Championships silver medal in February will boost Kadzimahamedau's confidence as he heads to Baku unseeded.

Bayramov, who came agonizingly close to winning a Paris spot in Belgrade before being cautioned out, will lead the Azerbaijan challenge as the top seed. He finished with a bronze medal at the European Championships after dropping his semifinal against Tajmuraz SALKAZANOV (SVK).

Both will be separated in Baku as Salkazanov is seeded second and will be on the other side of the bracket. However, he will be drawn with Soner DEMIRTAS (TUR),  the third seed, and if the seeds hold, both will meet in the semifinals. The two wrestled in the European Championships final and Salkazanov won 5-0.

Murad KURAMAGOMEDOV (HUN) will be the fourth seed for the competition which leaves Frank CHAMIZO (ITA) and Avtandil KENTCHADZE (GEO) unseeded. They will be roaring after missing out on medals at the World Championships. Chamizo even spent 10 days in Tokyo to prepare for the qualifiers. (Yes, the video if you keep scrolling).

Out of the 22 wrestlers entered at 74kg, only two can earn the spots for the Paris Games. The others will have to give it another shot in Istanbul in May.