#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.

#WrestleBucharest

Bullen brims with confidence after third European gold

Saturday, February 17, 2024 - 00:48 By Vinay Siwach

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BUCHAREST, Romania (February 17) -- "Desperation."

Grace BULLEN (NOR) doesn't mince her words when asked about what forced her to switch training base from Norway to Georgia. For the past two years, Bullen has been training in Georgia and former world champion Zurabi IAKOBASHVILI (GEO) has been training her.

"I wanted to be great in wrestling," Bullen said. "I wanted to do good and not quit without knowing that I've done my full potential. And knowing that, it was not hard for me to pack my bag and move to another country."

Since that move, Bullen has changed weight classes, won two World Championships medals and now a European gold medal after four years.

In Bucharest for the European Championships, Bullen claimed her third European Championships gold medal and first since 2020 to continue her impressive return to the mat. Bullen had failed to qualify for the Tokyo Olympics, lost in the first round in the Oslo World Championships and was slowly fading away.

"I needed to be surrounded by people who love what I do as much as I do and see the potential in me as well that I know that I have. Today was the place that you can see that I can do good even though I am not at my 100 [percent]," she said.

Grace BULLEN (NOR)Grace BULLEN (NOR) takes down Luisa NIEMESCH (GER) in the 62kg final. (Photo: UWW / Kadir Caliskan)

On Thursday, Bullen destroyed her opponents with three falls in as many matches. Though there was no fall in the final on Wednesday, she held on to a 5-4 win over Luisa NIEMESCH (GER).

"Luisa is a tough opponent. She wrestled good," she said. "I see how she wrestled in her bracket with good wrestlers.  Everyone knows that I love to attack and love my double legs. So she was very low. It was just for me to be patient with my attacks and just take the easy point instead of doing the risky and big one. Because those can be easy for her to counter and just being on my offense but still not being too passive with my wrestling."

The 62kg final was sort of similar to how Bullen had planned it. She kept her attacks going and even got a stepout. She used her double-leg attacks to score a takedown. It was only towards the end of the match that Neimesch caught her off guard and scored a takedown, exposure and tried a pin. However, it was too little too late.

"All worth it at the end," Bullen said. "It's good to get this type of competition, especially in this important year that we have ahead of us. This is my first competition back after the World Championship last year. So just getting the feeling of being back on the mat and especially in a big competition like this."

Bullen decided to wrestle at the Olympic weight class of 62kg at the World Championships and won a bronze medal which also gave her the Olympic quota for Paris. Now, she has a European title in the same weight class. She now hopes to become an Olympic medalist for Norway in Paris.

"It will be some tough six months," she said. "It's already been tough four years for me just getting to the spot of having a ticket to the Olympics. I'm looking forward to enjoying every moment that I have on the training mat. Then I want to work on the small stuff because I just changed weight class. It's been one year and I've done great things in a new place with new athletes that I haven't wrestled when I'm in this weight class. Just getting the opportunity to feel myself and being the Grace that I know I can be and my coaches have the confidence in me to be. Having that in mind, I think we will do good stuff this year just wrestling-wise."

Vanesa KALADZINSKAYA (AIN)Vanesa KALADZINSKAYA (AIN) denied Jonna MALMGREN (SWE) her third Euro title by winning the 53kg final. (Photo: UWW / Kostadin Andonov)

World silver medalist Vanesa KALADZINSKAYA (AIN) earned her third European title as she won the gold medal at 53kg, denying Jonna MALMGREN (SWE) her third straight European title.

Kaladzinskaya defeated Malmgren 9-6 at the World Championships but was more dominant in Bucharest, beating her 10-2. Malmgren attempted her big throws and caught Kaladzinskaya in an arm spin twice but failed to score any points.

As soon as Kaladzinskaya was put on the activity clock in the first period, she scored a stepout and scored a takedown to lead 3-0 at the break. Malmgren tried hitting an arm spin but Kaladzinskaya blocked it and went behind to get two points. She hit a double-leg takedown to finally score and cut the lead to 5-2.

With 19 seconds left in the bout, Malmgren tried going deep on Kaladzinskaya's leg but she blocked Malmgren middle of the attack and flung Malmgren to her back for four points. While the pin was not secured as the time ran out, Kaladzinskaya won 10-2, securing her third European title.

Iryna KURACHKINA (AIN)Iryna KURACHKINA (AIN) celebrates after beating Evelina NIKOLOVA (BUL) for the 57kg gold medal. (Photo: UWW / Kadir Caliskan)

In a battle of two Tokyo Olympic medalists, Iryna KURACHKINA (AIN) defeated Evelina NIKOLOVA (BUL) 7-2 to claim her third European title as well.

The final was off to a slow start to the final, there was only an activity point awarded to Kurachkina who scored a takedown in the second period. Her powerful snaps would trouble Nikolova as she scored her second takedown, and added a third with an ankle pick to lead 7-0. Kurachkina went a little inactive in the final minute of the final which cost her a stepout and a point for fleeing. But it was not enough to stop her from winning the gold medal at 57kg.

Iryna KOLIADENKO (UKR)Iryna KOLIADENKO (UKR) won her second straight European title and third overall. (Photo: UWW / Kostadin Andonov)

At 65kg, Iryna KOLIADENKO (UKR), who was wrestling a weight class up than last year, also won her third European Championships after she defeated Kateryna ZELENYKH (ROU), a former Ukrainian wrestler in the final.

After a few scrambles in the opening minute, Zelenykh was put on the activity clock and as she tried to a big move on Koliadenko, the Ukrainian blocked the move and scored exposure, getting two points. As the activity period expired, her lead extended to 3-0.

Koliadenko added another takedown to make it 5-0 at the break and a stepout in the second period gave her another point. No more points were scored as Koliadenko won 6-0.

Nesrin BAS (TUR)Nesrin BAS (TUR) stepped up and won the 72kg gold medal for Turkiye. (Photo: UWW / Kostadin Andonov)

Nesrin BAS (TUR) earned her first senior European gold medal, defeating defending champion and home favorite Alexandra ANGHEL (ROU) in a dramatic 72kg final.

Bas blocked Anghel when the Romanian was trying a front roll and then put her back on the mat. The fall was confirmed but Romania challenged as it appeared that the time had expired. A pin can be challenged only for technical reasons such as expiration of time or a foul. The jury confirmed that the fall was called after the time expired. But that delayed the final result as Bas would go on to beat Anghel 5-1.

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RESULTS

53kg
GOLD: Vanesa KALADZINSKAYA (AIN) df. Jonna MALMGREN (SWE), 10-2

BRONZE: Zeynep YETGIL (TUR) df. Sztalvira ORSUS (HUN), 3-1
BRONZE: Maria PREVOLARAKI (GRE) df. Natalia MALYSHEVA (AIN), via fall (6-11)

57kg
GOLD: Iryna KURACHKINA (AIN) df. Evelina NIKOLOVA (BUL), 7-2

BRONZE: Solomiia VYNNYK (UKR) df. Elvira KAMALOGLU (TUR), 10-6
BRONZE: Anhelina LYSAK (POL) df. Mihaela SAMOIL (MDA), via fall

62kg
GOLD: Grace BULLEN (NOR) df. Luisa NIEMESCH (GER), 5-4

BRONZE: Yuliia TKACH (UKR) df. Johanna LINDBORG (SWE), 8-6
BRONZE: Veranika IVANOVA (AIN) df. Birgul SOLTANOVA (AZE), 9-6

65kg
GOLD: Iryna KOLIADENKO (UKR) df. Kateryna ZELENYKH (ROU), 6-0

BRONZE: Elis MANOLOVA (AZE) df. Anne NUERNBERGER (GER), 2-1
BRONZE: Irina RINGACI (MDA) df. Kadriye AKSOY (TUR), 10-4

72kg
GOLD: Nesrin BAS (TUR) df. Alexandra ANGHEL (ROU), 5-1

BRONZE: Yuliana YANEVA (BUL) df. Anastasiya ALPYEYEVA (UKR), via inj. def.
BRONZE: Wiktoria CHOLUJ (POL) df. Viktoryia RADZKOVA (AIN), 6-2