#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.

#WrestleTirana

U23 Euros: Dzhioev stops Magamadov, Khaniev wins 74kg gold

Monday, March 10, 2025 - 20:19 By United World Wrestling Press

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TIRANA, Albania (March 10) --  The match wasn’t even over when Arsenii DZHIOEV (AZE) broke into a jig.

A couple of feet away, Rakhim MAGAMADOV (FRA) sunk to his knees and Dzhioev thumped his chest, kneeled on the mat and said a silent prayer.

Before he stepped on the mat on Monday, Dzhioev had seen four of his compatriots falling short at the final hurdle over the first two medal days of the U23 European Championships. Had he lost, Azerbaijan would have returned without a gold despite a solid overall show.

But Dzhioev, the U23 worlds silver medalist, ensured that did not happen. In a stunning performance, the 23-year-old defeated Magamadov -- the silver medalist from the 2024 U23 European Championships -- 9-2 to rule the 86kg weight class.

Dzhioev needed a little more than a minute to open his account with a push-out, followed by a passivity penalty on Magamadov. He doubled his lead with two more push-outs, but his French opponent halved the lead with a reversal just before the break. However, that was the only time Magamadov challenged his rival.

When they returned after the break, Dzhioev – with his trunk-like thighs – used all the force he could summon to overpower Magamadov, who kept going out of bounds. He thus kept conceding points and two fleeing cautions and Dzhioev wrapped up the match with a fine two-pointer to capture his first U23 title – and his nation’s first of the tournament.

Ismail KHANIEV (UWW)Ismail KHANIEV (UWW) held on to a 5-4 win against Aghanazar NOVRUZOV (AZE). (Photo: United World Wrestling / Kadir Caliskan)

Minutes earlier, in an epic 74 kg title bout, Ismail KHANIEV (UWW) defeated Aghanazar NOVRUZOV (AZE) 5-4 but not before surviving a massive scare.

It was a match of two halves. In the first, Khaniev, 18, constantly hassled and harried his opponent with wily leg attacks and faster reactions. A minute into the bout, Khaniev and Novruzov were locked arm-in-arm in the center of the mat. With his lightning quick hand speed, Khaniev hit a single-leg attack and earned a brilliant takedown for two points.

With the clock ticking down -- and Novruzov on activity clock -- Khaniev initiated another similar attack. This time, the Azerbaijani wrestler seemed prepared for it and tried to counter-attack. Novruzov tried a counter-lift but Khaniev controlled his legs and scored two points for exposure. Earning one more point from activity clock, Khaniev had a comfortable 5-0 cushion at the break.

After the 30-second interval, Novruzov did most of the attacking against a tired-looking Khaniev. He reduced the deficit by two points with 37 seconds left on the clock after a single-leg takedown. Khaniev tried to take evasive action in the closing moments but right at the final whistle, Novruzov earned another two-point takedown.

His valiant attempt, however, counted for nothing as a breathless Khaniev won the bout 5-4.

Georgi IVANOV (BUL)Georgi IVANOV (BUL) is now a two-time U23 European champion. (Photo: United World Wrestling / Kostadin Andonov)

Georgi IVANOV (BUL) regained the 125 kg title he won in 2023 by making a short work of Volodymyr KOCHANOV (UKR). The 23-year-old, who spent most of 2024 playing on the senior circuit, didn’t give Kochanov the slightest of chances as he needed only five seconds to launch his first attack, an arm throw, for a two-point takedown.

He made it 4-0 with another arm-throw to go-behind before Kochanov was put on the activity clock. A point for the clock and a stepout for Ivanov made it 6-0 and a takedown and stepout later, he led 9-0 at the break. He blocked a trip attempt from Kochanov to win 11-0 and claim the U23 European crown for the second time.

Levik MIKAYELYAN (ARM)Levik MIKAYELYAN (ARM) celebrates after winning the 61kg gold medal. (Photo: United World Wrestling / Kadir Caliskan)

Mikayelyan wins first-ever gold

Twice before in his nascent career, Levik MIKAYELYAN (ARM) came agonizingly close to winning a gold medal. The first time was at the U20 European Championships four years ago, and then again in 2023 at the U20 continental competition. Both times, he settled for a silver.

On Monday, the 22-year-old won his first-ever title in a defensive final where all points were won via activity clock warnings. Mikayelyan defeat Jeyhun ALLAHVERDIYEV (AZE) 2-1 to clinch the gold medal in the 61kg category.

Allahverdiyev led 1-1 on criteria when the match entered its final minute, having got the latest point from activity time. But he was put on activity time in the final minute and he failed to score, giving Mikayelyan a 2-1 advantage with only 30 seconds remaining in the bout.

Allahverdiyev threw the kitchen sink at his rival in the final few seconds but Mikayelyan defended like his life depended on it to take home the gold medal.

Mukhamed KHANIEV (UWW)Mukhamed KHANIEV (UWW) scored a 12-1 technical superiority over Knyaz IBOYAN (ARM) in the 92kg final. (Photo: United World Wrestling / Kadir Caliskan)

In the 92kg category, Mukhamed KHANIEV (UWW) took a while to get going but when he did -- with 2:45 left on the clock and him leading 1-1 on criteria -- he didn’t give Knyaz IBOYAN (ARM) a chance to come back.

Khaniev launched a venomous leg-attack after a snapdown. He rolled him over in one swift move to go 5-1 up. He scored a counter throw-by, a stepout before a go-behind and gut wrench to win the gold medal via 12-1 technical superiority against Iboyan.

Nesrin BAS (TUR)Nesrin BAS (TUR) secured a fall in the semifinals. (Photo: United World Wrestling / Kostadin Andonov)

Bas leads three into WW finals

Paris Olympian and senior European champion Nesrin BAS (TUR) led from the front as three Turkish wrestlers entered the Women's Wrestling finals.

Bas, a U23 world and European champion, scored a fall in the semifinal over Viktoryia RADZKOVA (UWW) and will face returning silver medalst Manola SKOBELSKA (UKR), also  three-time U20 European champion, in the final.

After winning the U17 and U20 European Championships last year, Tuba DEMIR (TUR) will hope to win the U23 gold on Tuesday to complete her full set of age-group medals. Demir, who beat Amory Olivia ANDRICH (GER) 11-6, will face multiple-time age-group world and European medalist Mihaela SAMOIL (MDA) in the 55kg gold medal bout.

U20 European champion Elmira YASIN (TUR) also made it to the final after beating Veronika NYIKOS (HUN), 6-1, and set up the 76kg gold medal bout against former U17 world champion Olga KOZYREVA (UWW), the returning bronze medalist.

Former U20 world champion and Paris Olympian Aurora RUSSO (ITA) set up a mouth-watering 59kg final against 17-year-old Hiunai HURBANOVA (AZE) who recently won the Zagreb Open in February.

Photo

RESULTS

Freestyle

61kg
GOLD: Levik MIKAYELYAN (ARM) df. Jeyhun ALLAHVERDIYEV (AZE), 2-1

BRONZE: Mykyta ABRAMOV (UKR) df. Simone PIRODDU (ITA), 10-0 
BRONZE: Tolga OZBEK (TUR) df. Besir ALILI (MKD), via fall (10-0)

74kg
GOLD: Ismail KHANIEV (UWW) df. Aghanazar NOVRUZOV (AZE), 5-4

BRONZE: Luka CHKHITUNIDZE (GEO) df. Bohdan OLIINYK (UKR), 2-1
BRONZE: Ion MARCU (MDA) df. Manuel WAGIN (GER), 11-4

86kg
GOLD: Arsenii DZHIOEV (AZE) df. Rakhim MAGAMADOV (FRA), 9-2

BRONZE: Eugeniu MIHALCEAN (MDA) df. Radomir STOYANOV (BUL), 7-2
BRONZE: Arslan BAGAEV (UWW) df. Alperen ATAR (TUR), 7-4

92kg
GOLD: Mukhamed KHANIEV (UWW) df. Knyaz IBOYAN (ARM), 12-1 

BRONZE: Sadig MUSTAFAZADE (AZE) df. Sandro KURASHVILI (GEO), 5-3 
BRONZE: Denys SAHALIUK (UKR) df. Artsiom IHNATSIUK (UWW), 10-0

125kg
GOLD: Georgi IVANOV (BUL) df. Volodymyr KOCHANOV (UKR), 11-0

BRONZE: Yusif DURSUNOV (AZE) df. Efe Anil AL (TUR), 10-3 (via fall)
BRONZE: Khachatur KHACHATRYAN (ARM) df. Michal DUBOWSKI (POL), 10-0

Women's Wrestling

50kg
GOLD: Natalia PUDOVA (UWW) vs. Anastasiya YANOTAVA (UWW)

SF 1: Natalia PUDOVA (UWW) df. Natalia WALCZAK (POL), 11-0
SF 2: Anastasiya YANOTAVA (UWW) df. Asmar JANKURTARAN (AZE), via fall

55kg
GOLD: Mihaela SAMOIL (MDA) vs. Tuba DEMIR (TUR)

SF 1: Mihaela SAMOIL (MDA) df. Anastasiia IANDUSHKINA (UWW), via fall (10-4)
SF 2: Tuba DEMIR (TUR) df. Amory ANDRICH (GER), 11-6

59kg
GOLD: Hiunai HURBANOVA (AZE) vs. Aurora RUSSO (ITA)

SF 1: Hiunai HURBANOVA (AZE) df. Yuliia PAKHNIUK (UKR), 11-1
SF 2: Aurora RUSSO (ITA) df. Evgeniia OGORODNIKOVA (UWW), via fall

68kg
GOLD: Nesrin BAS (TUR) vs. Manola SKOBELSKA (UKR)

SF 1: Nesrin BAS (TUR) df. Viktoryia RADZKOVA (UWW), via fall
SF 2: Manola SKOBELSKA (UKR) df. Maria PANTIRU (ROU), 10-0

76kg
GOLD: Olga KOZYREVA (UWW) vs. Elmira YASIN (TUR)

SF 1: Olga KOZYREVA (UWW) df. Laura KUEHN (GER), via fall (7-5)
SF 2: Elmira YASIN (TUR) df. Veronika NYIKOS (HUN), 6-1