#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

Share this article

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.

#KoreaWrestling

Special referee at national meet part of Japanese efforts to get more women to become officials

Tuesday, January 16, 2024 - 20:32 By Ikuo Higuchi

Share this article

(Editor's Note: The following appeared on the Japan Wrestling Federation website on Jan. 1. It has been translated and published by permission.)

With its connection to the Paris Olympics, this year's Emperor's Cup All-Japan Championships drew a record field of 470 competitors. But history was also made regarding the third person on the mat. For the first time ever, a foreign referee was on the whistle, one specifically invited with the hope of producing long-term effects beyond the outcome of matches.

The Japan federation brought in Ji-Woo LEE, one of six Korean women holding international licenses, as part of its efforts to get more women interested in becoming referees. Lee is a holder of the UWW's highest Category IS License, which qualifies her to officiate at the Olympics and World Championships.

While Japan remains the dominant country in women’s wrestling, in the case of women referees, it can be regarded as “undeveloped.” Of Japan’s 19 international referees, only two are women, putting Japan far behind United World Wrestling’s objective of having equal numbers from both genders.

JPN1Ji-Woo Lee holds the highest Category IS License. (photo by Japan Wrestling Federation)

"It was a big surprise, and wonderful," Lee said of being asked to officiate at the All-Japan Championships, which was held Dec. 21-24 in Tokyo and was serving as a qualifier for the Asian Olympic qualifying tournament in April. "It is really a joyful [moment] in my life. A big honor, also."

Lee said she was impressed by the large and enthusiastic crowd that packed into Yoyogi No. 2 Gym, saying it reminded her of the atmosphere at the big venues that stage the World Championships and European Championships.

JPN4Lee faces Saori YOSHIDA at the 2004 Asian Championships in Tokyo. (photo by Takeo Yabuki / Japan Wrestling Federation)

Lee herself was no stranger to Japan. Long before she officiated at the 2021 Tokyo Olympics, she came on numerous trips during her career as a wrestler to train at the well-known Oka Wrestling Dojo in the mountains of Niigata Prefecture. Wrestling at 55kg and competing under the name LEE Na-Lae, she faced three-time Olympic champion Saori YOSHIDA three times, in the final at the 2002 Asian Games, and at both the 2004 and 2005 Asian Championships. Lee was the lone Korean woman to appear at the 2004 Athens Olympics.

While she knows a little Japanese, she basically operates in her native Korean or English. As for communicating on the mat at the All-Japan, she said, "I used very simple words. 'Fingers.' 'Open.' Maybe after a foul, I say, 'Next time caution.' Or 'One more time, the match is finished.'" Having Olympic experience both as a wrestler and a referee has given her the confidence to dish out warnings as she sees fit and remain in control on the mat.

JPN2Lee made her Olympic refereeing debut at the Tokyo Games in 2021. (Photo by Japan Wrestling Federation)

Handling the big matches

After retiring as a wrestler, Lee went to the 2012 London Olympics as a national team coach, then changed course and embarked on a new path to become a referee, while also earning a doctorate and becoming a professor at Yong-In University. She obtained the Category IS License just before the 2019 World Championships, and was among the officiating crew at the 2021 Tokyo Olympics.

It was Isao OKIYAMA, head of the Japan Federation's refereeing commission, who suggested inviting Lee to the All-Japan. Okiyama's thinking took a two-pronged approach. In the big matches with so much at stake,  the federation would get a neutral official completely free of any suspicions -- justified or not -- about college affiliations and other links that are so strong in Japanese wrestling.

And, by having a female Category IS official at Japan's highest-level tournament, it would bring national attention on the existence of female referees and further motivate more women to want to become one.

JPN5Lee was on the whistle when Nonoka OZAKI defeated Ami ISHII in a vital 68kg match with Olympic implications. (photo by Takeo Yabuki / Japan Wrestling Federation)

At this year's All-Japan, three matches in particular stood out, each with global implications: 1) the first-round match at women's 68kg in which Nonoka OZAKI defeated Ami ISHII, who had needed to win the title to fill the Paris Olympic berth she secured for Japan at the World Championships; 2) the freestyle 65kg semifinal between Tokyo Olympic champion Takuto OTOGURO and collegian Kotaro KIYOOKA, which Otoguro lost to end his chances of a repeat in Paris; and 3) the 68kg final between Ozaki and Miwa MORIKAWA, which Ozaki won to advance to a future playoff with Ishii for the Paris ticket.

Lee was the mat official for all three. Asked if she was nervous, she replied, "I'm never nervous. I know this championships is very important for Japan, also in the world because the champions [can go to the Olympic qualifier]. More than being nervous, I was concerned with doing my best to make fair and clear decisions."

She admits she did feel jittery at her first major tournament at the 2019 World Championships in Nur-Sultan (now Astana). She particularly recalled a bronze-medal match between Iranian and Azerbaijan wrestlers where it seemed the entire crowd turned against her. "I was very nervous. One time [I made a] mistake, just a warning, and everyone goes, 'Boooooo,'"she recalled with a laugh.

JPN4Lee poses with the three Japanese female referees at the All-Japan Championships, from right, Mariko SHIMIZU, Airi FURUSATO and Honoka SAITO. (photo courtesy of Airi FURUSATO)

Getting more women involved

At the All-Japan, there were only three other women referees, Airi FURUSATO, Mariko SHIMIZU and Honoka SAITO, putting them well in the minority. Only Furusato and Haruka WATANABE, currently on maternity leave, hold international licenses, and neither is at the Category IS level.

Of the 393 referees registered domestically in Japan, just 19 are women, or 4.8%. The percentage is even lower for those with a Class A license, which is required for officiating at the All-Japan — just seven out of 197, or 3.6%.

In its Global Gender Gap Report released in June last year by the World Economic Forum, Japan ranked 125th out of 146 countries in terms of achieving gender equality. While Japan is on top in women's wrestling, when it comes to women referees, it unfortunately aligns with the gender gap ranking.

JPN6World champion Akari FUJINAMI tries her hand as a referee at a men's collegiate event last May. ((photo by Ikuo Higuchi / Japan Wrestling Federation)

Among recent moves to cultivate women referees was having world champions Akari FUJINAMI and Yuka KAGAMI serve as referees at the men's East Japan Collegiate League last May. Officials hope that seeing the female stars filling such roles will appeal to more women to consider becoming referees.

Lee said she hopes to see more Japanese women entering the referee ranks and believes that with the right training and support, they can become as much as factor as their wrestling sisters. In fact, it was Japan's Osamu SAITO, a former member of the UWW Refereeing Commission, who encouraged and mentored her and to whom she credits her advancement.

"I am waiting for the day when I can work with Japanese women referees," Lee said. "We are professionals with skills. I support the development of women referees."

--Translation and editing by Ken Marantz