#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.

#WrestleZagreb

Zagreb Open: 'Calm' Khaslakhanau creates storm, Hedayati wins 130kg

Monday, January 15, 2024 - 01:54 By Vinay Siwach

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ZAGREB, Croatia (January 14) -- Abubakar KHASLAKHANAU (AIN) had not wrestled Arvi SAVOLAINEN (FIN) before. But he had watched his World Championships loss in the pre-quarterfinals. A headlock throw saw Savolainen get pinned in Belgrade last year and end his chances of winning a senior World Championships medal and a Paris Olympic quota.

So when the two met in the Zagreb Open Ranking Series final at 97kg on Saturday, Khaslakhanau did not waste any time and hit a headlock for four. While he did not get the pin, he managed to finish the final in a minute and six seconds and claim the gold medal as the tournament came to a close with six Greco-Roman weight classes.

Khaslakhanau, who finished fifth at the World Championships after losing to Gabriel ROSILLO (CUB) and Mohammadhadi SARAVI (IRI) in the bronze medal bout, showed why he could be a big medal threat in Paris as he calmly went about business and won five bouts in some fashion.

Beginning with a 13-5 win over Giorgi KATSANASHVILI (GEO), Khaslakhanau scored an 8-1 win over Nikoloz KAKHELASHVILI (ITA). He defeated Aleksandar STJEPANETIC (SWE) 8-0 in the quarterfinals and faced Murad AHMADIYEV (AZE) in the semifinal which turned out to be a close one.

Ahmadiyev was quick to take an aggressive approach in the bout but Khaslakhanau kept himself calm and got the first par terre advantage. He scored a turn to lead 3-0 against Ahmadiyev who got par terre advantage in the second period but failed to score. Khaslakhanau decided to keep the 3-1 lead and thwarted every Ahmadiyev attack to win. A stepout in the final second of the bout made it 4-1.

In the final, Savolainen was just getting started when Khaslakhanau hit a stunning headlock and held the Finland wrestler on his back. Savolainen had Khaslakhanau on his back to earn two points but he could not do that for long. Khaslakhanau once again went on top, giving him two more points. Savolainen was cautioned for blocking and asked to return in par terre trailing 8-2.

Khaslakhanau lifted Savolainen for a big throw but managed only a two-point throw which ended the bout. Finland challenged that it was only a stepout which was the case but the replays showed Savolainen blocking Khalakhanau again. A second caution and two points were awarded against him, ending the bout 11-2.

Abubakar KHASLAKHANAU (AIN)Abubakar KHASLAKHANAU (AIN) won the 97kg gold medal in Zagreb. (Photo: UWW / Kadir Caliskan)

"Today’s matches went perfect," Khaslakhanau said. "All the five matches were tough apart from the final. I had to prepare for each one in the same way. That’s why I am satisfied with my performance, but it’s not a limit, I should still work more and achieve more."

Despite perfect bouts, the U20 world champion maintained an expressionless face and did not give away much.

"I am a very disciplined wrestler thanks to my coach Kiril FOMENKO," he said. "Being respectful to my opponents doesn’t let me show any emotions. That’s why I am so reserved when I lose and when I win."

Khaslakhanau will now head to the European Championships but a clash with U23 world champion Pavel HLINCHUK (AIN) did not take place after the latter lost his quarterfinal.

"We wrestle together at the training, we also wrestled each other two times at competitions, I lost both times," he said.

Just 19 years old, Khaslakhanau has added two world titles to his name and qualified for the Paris Olympics. But it was only a piece of luck that he ended up being a wrestler.

"I started wrestling when I was 10 years old," he said. "A coach came to school to choose the kids and he invited me and I decided to give it a try. I liked it. I train in the wrestling club “Legend”. I want to say that it’s the best club at least in our country, and soon will be the best one in the world."

Savolainen was satisfied with his wrestling till the final and said that he knows his weakness and will continue to work on it.

"I was quite happy until the evening. In the final, it was the same mistake as the World Championships where I lost because of the same head throw," he said. "It could have been my time on the mat in the second period but we never got there in the final."

Fardin HEDAYATI (IRI)Fardin HEDAYATI (IRI) defeated Oscar PINO (CUB) 8-2 in the 130kg quarterfinals. (Photo: UWW / Kostadin Andonov)

Another U20 world champion had a great day in office as Fardin HEDAYATI (IRI) won the gold medal at 130kg after two big wins. His first big test came against world bronze medalist Oscar PINO (CUB) and he passed that with flying colors, winning 8-2.

In the final, Hedayati faced Asian silver medalist Lingzhe MENG (CHN). After giving up the first passivity, Hedayati scored two stepouts before getting a par terre advantage in the second period to win 3-1.

The victory makes Hedayati the real successor behind world champion Amin MIRZAZADEH (IRI) at 130kg. Only time will tell when Hedayati will take over the reins from Mirzazadeh who is likely to go to Paris and will have to wrestle Hedayati.

At 60kg, Victor CIOBANU (MDA) pulled out injured and Sadyk LALAEV (AIN) got the gold medal. That was after both Lalaev and Ciobanu had a dominant morning session. Ciobanu defeated Edmond NAZARYAN (BUL) 3-3 in an action-packed semifinal.

Nazaryan led 1-1 on criteria after par terre advantage. At one point, he lifted Ciobanu for a suplex but the Moldovan used his hands to avoid landing in danger position, saving him from giving up any points. Moldova challenged the call asking for two points as Ciobanu landed on top of Nazaryan but it was deemed clean with no points to any wrestler.

Ciobanu, trailing on criteria, got Nazaryan in a lock and as he tried to score a takedown, Nazaryan got the exposure and then Ciobanu scored a reversal. The referees ruled it two points only for Ciobanu. Bulgaria challenged the call and the judge ruled it two points each to both wrestlers with Ciobanu scoring later which gave him a 3-3 criteria and the win.

Lalaev defeated two Individual Neutral Athletes before beating Ihor KUROCHKIN (UKR) 9-0 in the semifinal.

Ulvi GANIZADE (AZE)Ulvi GANIZADE (AZE) won the 72kg gold medal in Zagreb. (Photo: UWW / Kadir Caliskan)

In the two non-Olympic weight classes of 72kg and 82kg, Ulvi GANIZADE (AZE) and Erik SZILVASSY (HUN) were the respective gold medalists.

Ganizade took on Levente LEVAI (HUN) and began with a big front headlock throw for four, got another point for par terre and got two more when Levai tried to throw him but landed on his own back. No more points were awarded and Ganizade won 7-0.

In the 82kg final Ezilvassy took on U20 world champion Alperen BERBER (TUR) and never gave the youngster a chance to trouble him. Ezilvassy scored a turn from par terre and added a takedown in the second period to rule out any passivity warning against him. He won 5-0.

Adem UZUN (TUR) and Maksim STUPAKEVICH (AIN) were the only two wrestlers entered in 55kg and Uzun was too good for Stupakevich, winning the gold medal 10-2.

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RESULTS

55kg
GOLD: Adem UZUN (TUR) df. Maksim STUPAKEVICH (AIN), 10-2

60kg
GOLD: Sadyk LALAEV (AIN) df. Victor CIOBANU (MDA), via inj. def.

BRONZE: Anvar ALLAKHIAROV (AIN) df. Ihor KUROCHKIN (UKR), 9-0
BRONZE: Edmond NAZARYAN (BUL) df. Hafizov ILDAR (USA), 5-1

72kg
GOLD: Ulvi GANIZADE (AZE) df. Levente LEVAI (HUN), 7-0

BRONZE: Dominik ETLINGER (CRO) df. Calebe CORREA (BRA), 9-0
BRONZE: Muhammed GOCMEN (TUR) df. Iulian LUNGU (ROU), 9-0

82kg
GOLD: Erik SZILVASSY (HUN) df. Alperen BERBER (TUR), 5-0

BRONZE: Deni NAKAEV (GER) df. Mahmoud SEBIE (USA), 6-2 
BRONZE: Mats AHLGREN (SWE) df. Tornike DZAMASHVILI (GEO), 6-3

97kg
GOLD: Abubakar KHASLAKHANAU (AIN) df. Arvi SAVOLAINEN (FIN), 11-2

BRONZE: Pavel HLINCHUK (AIN) df. Alex SZOKE (HUN), via inj. def.
BRONZE: Aleksandar STJEPANETIC (SWE) df. Murad AHMADIYEV (AZE), 3-2

130kg
GOLD: Fardin HEDAYATI (IRI) df. Lingzhe MENG (CHN), 3-1

BRONZE: Dariusz VITEK (HUN) df. Beka KANDELAKI (AZE), 7-4
BRONZE: Mantas KNYSTAUTAS (LTU) df. Laszlo DARABOS (HUN), via inj. def.