#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.

#WrestleAcapulco

Pan-Am Olympic Qualifiers Preview: Elor gets ready for 68kg

Monday, February 26, 2024 - 12:52 By United World Wrestling Press

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ACAPULCO, Mexico (February 26) -- The first Paris Olympic qualifying event will kick off February 28 in Acapulco, Mexico. The Pan-American Olympic Qualifying tournament is the first of the four continental qualifiers.

The three-day event will see six Greco-Roman Olympic weight classes on February 28, followed by Women's Wrestling on February 29 and Freestyle on March 1.

The qualification rounds will begin at 1000 hours local time while the Paris 2024 Qualification bouts i.e. the semifinals, will begin at 1700 hours local time. The winners of each semifinal will earn a Paris Games ticket for the respective nation. Four wrestlers per weight class will be seeded in each weight class and there will be no gold and bronze medal bouts and repechage bouts.

The Pan-American Championships last week at the same venue gave some insight into how the United States can dominate all three styles. But some of the most intense competitions are expected to take place in Women's Wrestling in Acapulco.

All eyes will be on Amit ELOR (USA) as the 72kg world champion makes the descent to the Olympic weight class of 68kg. Elor is undeniably the favorite to win the weight class and qualify the U.S. Since she is not seeded, Elor will be drawn at random in the bracket.

Former world champion Linda MORAIS (CAN) will also hope to get the quota for Canada at 68kg.

Another world champion from the U.S. is Dominique PARRISH (USA) who is looking to get the spot at 53kg. She won the World Championships in 2022 but fell in the first round in 2023. She is yet to repeat her performance from 2022 and the Pan-Am qualifiers will be a big test for her.

Parrish will be seeded number one at 53kg and can face a stiff challenge from former Pan-Am champion Karla GODINEZ (CAN) who will not have a seed in the bracket.

At 50kg, Jacqueline MOLLOCANA (ECU) and Mariana ROJAS (VEN), the finalists from the Pan-Am champs will be happy to repeat the performance and claim the spot for their countries. But top seed Alisson CARDOZO (COL)  will look to bounce back after a medalless Pan-Ams. 

Top seed Giullia PENALBER (BRA) and Hannah TAYLOR (CAN) have a chance to win the quotas at 57kg if the two can repeat their performances from the Pan-Ams. Penalber was the finalist, while Taylor reached the semifinals before suffering an injury. She will have to quickly recover from the injury she suffered in the semifinal.

Former Pan-Am champ and third seed Luisa VALVERDE (ECU) can also spring a surprise in the qualifiers along with second seed Alma VALENCIA ESCOTO (MEX).

Another top battle can ensue at 62kg as Pan-Am champ Kayla MIRACLE (USA) and Ana GODINEZ (CAN) step up for their countries and qualify for the Paris Games. The two met in the final last week and are the favorites to repeat.

Lias NUNES (BRA) will, however, look to spoil the party for Godinez and earn a spot for Brazil. She is seeded third and can only meet Godinez in the semifinal. 

The 76kg class had three qualifications from the World Championships. This will leave Justina DI STASIO (CAN) and Pan-Am champ Genesis REASCO (ECU) hoping to get a win in the semifinals. The two are seeded number one and two, so they will not meet each other in the bracket.

Nicholas LEE (USA)Pan-Am champ Nicholas LEE (USA) will be the one of the favorites to qualify at 65kg. (Photo: UWW / William Bain)

Freestyle

The U.S. has already qualified for the 74kg, 86kg, 97kg and 125kg in Freestyle and will look to complete the line up in Acapulco with 57kg and 65kg. Zane RICHARDS (USA) at 57kg and Nicholas LEE (USA) at 65kg will be the favorite to win these weight classes.

At 57kg, Pedro MEJIAS RODRIGUEZ (VEN) will be seeded number one while Richards will be number two and can only meet in the final. If the two seeds hold, both will win a quota for their respective countries.

But Roman BRAVO YOUNG (MEX) and Darian CRUZ (PUR) will look to win a quota as well. Bravo has been wrestling in the NCAA in the U.S. for a few years while Cruz has racked up international wins.

For Pan-Am champ Lee, Agustin DESTRIBATS (ARG) would have been the biggest challenge, but since the two are seeded number one and two, both can meet only in the final. That makes two-time world medalist Alejandro VALDES (CUB) another favorite to win the semifinal and qualify. Austin GOMEZ (MEX) will also be keen on winning his semifinal.

In the weight classes with no U.S. wrestlers, veteran Jeandry GARZON (CUB) will look to qualify for his second Olympics at the age of 40 years. He has four World Championships medals but the last came in 2010.

It will be interesting to see who manages to win the semifinals but Cesar BORDEAUX (BRA) and Sonny SANTIAGO (PUR) will back themselves if they reach the last-four.

Cuba will also back former Pan-Am champion Yurieski TORREBLANCA (CUB) to qualify the 86kg spot. But it won't be an east bath for him. Ethan RAMOS (PUR), seed number one Pedro CEBALLOS (VEN) and Anthony VALENCIA (MEX) will also be in the fray to win the spot.

Canada can hope that Nishan Preet RANDHAWA (CAN) at 97kg and Amarveer DHESI (CAN) at 125kg will be the favorites in their respective weight classes. Randhawa will have to be careful as Maxwell LACEY (CRC), Arturo SILOT (CUB) and Cristian SARCO (VEN) are entered as well.

Dhesi won the Pan-Am Games last year and has the experience to go all the way but Ibrain TORRES (CUB), Jonovan SMITH (PUR) and Jose DIAZ (VEN) will be his biggest challengers.

Arsen JUFALAKYAN (ARG)Arsen JUFALAKYAN (ARG) wrestling at the 2015 World Championships. (Photo: UWW / Martin Gabor)

Greco-Roman

The return of 2012 Olympic silver medalist Arsen JULFALAKYAN (ARG) will be the biggest story in Greco-Roman. The 36-year-old became a world champion in 2014 and competed for Armenia at the European Championships in 2020. However, he has now switched to Argentina. He competed at the Henri Deglane Grand Prix in January, winning a silver medal.

As an unseeded wrestler, Julfalakyan will be drawn at random in the bracket. Top seed Yosvanys PENA (CUB) will start as the favorite along with top seed Kamal BEY (USA). Interestingly, both lost in the semifinal of the Pan-Am Championships as Jair CUERO MUNOZ (COL), who will be seeded second, won the gold medal while Joilson RAMOS (BRA) was the silver medalist. Will Julfalakyan manage to navigate this bracket and return to the Olympics?

Cuba will be hoping that Pan-Am champion Daniel GREGORICH (CUB) gets the Paris Games spot at 87kg. He will be the top-seeded wrestler and the favored wrestler to win his semifinal. Luis AVENDANO (VEN), who won silver at the Pan-Ams, will be on the opposite side of the bracket.

Alfonso ARIEL ANDRES (HON) and Carlos MUNOZ (COL), who reached the semifinals at the Pan-Ams, will hope to win it at the qualifiers.

At 130kg, Yasmani ACOSTA (CHI) is undoubtedly the favorite while top seed Cohlton SCHULTZ (USA) will hope Acosta doesn't fall on his side of the bracket. Moises PEREZ (VEN) is the second seed for the Pan-Am qualifiers.

Hondoras has a big chance of winning a Paris Games quota as Pan-Am champ Kevin MEJIA (HON) looks to repeat his performance from the championships. He will be the top seed for the 97kg weight class. 

Pan-Am silver medalist Alan VERA (USA) will be the favorite from the other side of the bracket as he is seeded number two and was the finalist against Mejia last week.

At 60kg, Raiber RODRIGUEZ (VEN) won the Pan-Am Championships and has the chance to qualify for the Paris Games if he can repeat at the qualifiers as the top seed. The U.S. will bank on second seed Ildar HAFIZOV (USA) who skipped the Pan-Ams to prepare for the qualifiers.

Alejandro SANCHO (USA) is another Pan-Am champion who is seeded number one for the quaifiers and will be the favorite. The 67kg weight class has Julian HORTA (COL) as the second seed but he lost to Andres MONTANO (ECU) in the Pan-Am semifinals and will have to avenge that loss if the two meet.