#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

By United World Wrestling Press

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.

#JapanWrestling

Otoguro's dream of Olympic repeat shattered with stunning loss to Kiyooka

By Ken Marantz

TOKYO (December 23) -- The day after his younger sister pulled off an upset by beating the world champion, Kotaro KIYOOKA managed to top that with the type of victory that reverberates throughout the wrestling world.

Kiyooka officially ended Tokyo Olympic champion Takuto OTOGURO's hopes to repeat in Paris, getting two calls advantageously corrected on challenge in the last 30 seconds to score a stunning 6-6 victory in their freestyle 65kg semifinal at the Emperor's Cup All-Japan Championships on Saturday in Tokyo.

"I was the challenger, but I went in with a strong mind that I could knock him off," said Kiyooka, who was vociferously cheered on by the large contingent of his Nippon Sports Science University teammates at Yoyogi No. 2 Gym.

In another weight class in the spotlight, Nonoka OZAKI assured that the open Olympic spot at women's 68kg will be heading to a playoff after upending Ami ISHII in their first-round clash, while Yukako KAWAI was another Tokyo Olympic gold medalist eliminated from the Paris hunt.

Kotaro KIYOOKA (JPN)Kotaro KIYOOKA goes out the back door for a takedown against Olympic champion Takuto OTOGURO in the freestyle 65kg semifinals. (Photo: Japan Wrestling Federation / Takeo Yabuki)

For the 22-year-old Kiyooka, his mission is not yet over. The tournament is also serving as the qualifier for the Asian Olympic qualifying tournament in Bishkek in April, and Kiyooka will face fellow collegian Masanosuke ONO in Sunday's final to earn that ducat.

"If I lose tomorrow, it's all for nothing," Kiyooka said. "I will focus on the one match and make sure I come out the winner."

Kiyooka said he was inspired by younger sister Moe winning her second straight All-Japan title at 55kg on Friday when she beat reigning world champion Haruna OKUNO in the final to avenge a loss in a world team playoff in July.

"That really gave me a spark," Kotaro said. "I was in the middle of cutting weight but I watched it closely."

The siblings had both missed out on making the World Championships in an Olympic weight with losses at the second domestic qualifier, the Meiji Cup All-Japan Invitational Championships, in June.

"She had also tasted the disappointment of defeat after losing a playoff and at the Meiji Cup," Kiyooka said. "I'm really happy that she won, and that made me fight even harder."

Otoguro came into the tournament having been plagued by a right foot injury that he suffered in January this year, but which flared up at his only two outings -- the Meiji Cup, which he still won, and the World Championships in September, where he strikingly failed to secure a Paris berth at 65kg.

The foot didn't seem to affect him in his first two matches Saturday, although he did take a brief timeout against Kiyooka. When the chips were down late in the match, he moved with the fierce intensity of a banshee, and Kiyooka fought him tooth and nail.

Kiyooka was the aggressor and scored the first points after going out the back door on a takedown in the first period, then made it 4-0 with a high leg roll. Otoguro snatched a takedown just before the buzzer to go into the break down 4-2.

With the crowd sensing a historic upset and Otoguro going into high gear, Kiyooka shot again, but Otoguro reached over and worked for a counter lift with a half-minute to go. This is where things got both interesting and complicated.

Takuto OTOGURO (JPN)The two points that Takuto OTOGURO (red) was awarded on this counter lift in the final seconds was rescinded on challenge. (Japan Wrestling Federation / Takeo Yabuki)

Otoguro executed a lift and back roll for 2, then another, then apparently a third that put him up 8-4. But Kiyooka's side challenged, and the points for the third roll were switched to a 2-point exposure for Kiyooka, putting him ahead 6-6 on last-point criteria.

As the time ticked down, Kiyooka was desperately clasping onto a leg, with Otoguro glancing at the clock as he girded his strength for one last counter lift. With the clock nearing zero, he hit the move and turned Kiyooka over, and the referees signaled 2 points.

But that was not the end. Another challenge, and after a long look at the replay, it was determined that Kiyooka's back had not been in the danger position by breaking the 90-degree plane. No points, and the king had fallen.

"He wasn't going to let me win easily, and the second period was a real battle," Kiyooka said. "I thought I had won, and maybe there was a little luck on my side. But it was good that I stayed on the attack in the second period. I think that led to the win."

As the NSSU side went wild, Otoguro displayed a mixture of disbelief, agitation and anger. Never one to handle losing well, he stormed out of the arena and refused to talk with the media.

Shinichi YUMOTO, Otoguro's coach on the Self-Defense Forces Physical Training School team, appeared in Otoguro's place.

"We disagree completely with the call, but the refereeing supervisor made the decision and we have to live by it," Yumoto said. "There is no one who puts their whole self into wrestling like him, and because he is so devastated he is unable to do an interview. I apologize for that."

Yumoto acknowledged that Otoguro needs to accept the outcome. "I think we saw a Takuto who gave everything he has now. He needs to have the pride of an Olympic champion and calmly accept the defeat."

Nonoka OZAKI (JPN)Nonoka OZAKI scores a takedown with an ankle pick against Ami ISHII in their first-round match at women's 68kg. (Photo: Japan Wrestling Federation / Takeo Yabuki)

Ozaki, Morikawa to clash in 68kg final

The Japan federation had set the criteria that a wrestler who wins a medal in an Olympic weight class at the World Championships in Belgrade would automatically fill the spot in Paris themselves. Of the 10 secured by Japan, Ishii's at 68kg was the only one who did not medal.

That left 68kg as the lone unfilled spot for the Japanese women, and a powerful lineup had gathered to challenge Ishii, who could have clinched the place outright by winning the All-Japan.

Now she will have to earn it in a playoff with the winner of the final on Sunday between Ozaki and Miwa MORIKAWA, after both made it through a gauntlet in their brackets.

Ozaki has been on a roller-coaster of emotions since losing out at her normal weight class of 62kg to Sakura MOTOKI, who secured her ticket to Paris with a silver medal in Belgrade.

Morikawa was in a similar boat, as she lost to Ishii in the world team playoff at 68kg. Both Ozaki and Morikawa also went to Belgrade in non-Olympic weights, with the former winning the gold at 65kg and the latter a bronze at 72kg. Ishii's failure to win a medal reopened the door to Paris for both, and now they are on a collision course to see who gets to challenge Ishii in the decisive showdown on a date to be determined.

On Saturday, the naturally lighter Ozaki put her superior speed to full use in chalking up a 6-2 victory over Ishii.

Ozaki said she was unfazed by having to face Ishii right off the bat. "My goal is the win the championship," she said. "I can't get to the playoff without it, so I can't let myself get too high or too low. Facing Ishii in the first match is just part of it."

Ozaki scored a takedown with a slick ankle pick in the first period for a 2-0 lead. In the second period, Ishii secured an underhook that set up a deep single shot, but Ozaki worked out of it and spun behind to make it 4-0.

Ishii then put the pressure on from above and Ozaki on her knees, but Ozaki shimmied out of danger and got behind for another takedown. Ishii managed a stepout that also drew a fleeing point, but it was too little too late.

After pouring it on in the second period to beat Mei SHINDO by a 10-0 technical fall in the quarterfinals, Ozaki advanced to the final with an 8-1 victory over Miyu YOSHIKAWA, who scored one of her biggest career wins by knocking off Kawai.

Kawai, the Tokyo Olympic champion at 62kg, saw her last chance to get back to the Olympics end when Yoshikawa scored the final point in a scramble for a 4-4 win on criteria.

Yoshikawa, formerly IMAI, has been a perennial medalist at 65kg and although she has never won a national title, she was a world junior champion in 2018.

Morikawa's path to the final consisted of a 3-2 win over Rin MIYAJI and a 10-0 technical fall over Masako FURUICHI. Ironically, the three were all medalists together at the 2021 World Championships in Oslo, where Morikawa and Miyaji won silvers at 65kg and 68kg, respectively, and Furuichi won the 72kg gold.

Takashi ISHIGURO (JPN)Hayato ISHIGURO fends off a takedown attempt by Sosuke TAKATANI in the freestyle 86kg final. (Photo: Japan Wrestling Federation / Takeo Yabuki)

Ishiguro quashes Takatani's Olympic hopes, title streak

Veteran Sosuke TAKATANI saw his dreams of a fourth Olympic appearance and a streak of 12 straight All-Japan titles come crashing down at the hands of Takashi ISHIGURO. And he drew a tear-filled tongue-lashing from his younger brother to boot.

Ishiguro fended off Takatani's tackles and held on for a 3-2 victory in the freestyle 86kg final to earn a ticket to the Asian Olympic qualifier to go with his second straight title and third overall. The Asian bronze medalist this year will get his second chance to make a first Olympics after coming up short at the World Championships.

"It's not over yet. I still have a high hurdle to get over," Ishiguro said. "But I'm really happy."

With Ishiguro leading 1-1 on criteria after the two traded activity points, he scored a stepout that drew an additional point for fleeing for a 3-1 lead with 1:20 left. Takatani received another activity point, but his desperate attempts for a winning takedown were thwarted.

Takatani was aiming for his 13th straight All-Japan title won over four weight classes, but more importantly, he wanted to go to the Paris Olympics in tandem with younger brother Daichi, who clinched his ticket by winning a bronze medal at 74kg in Belgrade.

In the concourse beneath the stands leading to the mixed zone, Daichi confronted his brother. Like a coach castigating a player who let him down, he went at Sosuke for spoiling their plans in a mixture of ire and affection.

"What were you doing out there for six minutes!" he bellowed before the tirade ended with a hug.

Ishiguro also saw a brother fall by the wayside, as older sibling and two-time defending champion Takashi was dethroned at 97kg with a 7-1 loss in the semifinals to Hibiku ITO.

Ito, whose mother was an Olympic medal-winning volleyball player, stands 1.93 meters and used his height advantage to score a 4-point counter and fend off Ishiguro's low tackles.

In the final, Ito will face one of Japan's fastest-rising stars, 19-year-old Arash YOSHIDA, who won the 92kg gold at the Asian Championships in his international debut and finished fifth at the World Championships.

Yoshida blasted his way to the gold-medal match with a fall and technical fall in his two matches. Asked about his strategy in regard to Ito's height, the son of an Iranian father and Japanese mother replied, "It's difficult. I've never faced such a tall wrestler. It's important how I can attack. I will talk it over with my coach."

In other action, two-time world champion Remina YOSHIMOTO and reigning world U23 champion Umi ITO both cruised into the women's 50kg final in what will be a matchup of arguably the best wrestlers in the world in that weight class not named Yui SUSAKI.

Susaki, like all of the eight others who clinched Paris berths in Belgrade, did not enter the tournament.

Japan has a good chance to gain another ticket to Paris at Greco 67kg from either Asian Games gold medalist Katsuaki ENDO or Asian silver medalist Kyotaro SOGABE, who will clash in the final after both won their respective semifinal by technical fall.

Tomoaki FUTAMATA (JPN)Tomoaki FUTAMATA (red) sends Taishi NARIKUNI flying for a 4-point throw during their Greco 67kg match. (Photo: Japan Wrestling Federation / Takeo Yabuki)

While they were tearing through their respective brackets, former world freestyle champion Taishi NARIKUNI's latest foray into Greco was dealt a surprisingly early setback.

Narikuni, who won the 2022 world gold at freestyle 70kg, had planned to compete in both styles at last year's Emperor's Cup, but withdrew from both after suffering an injury just before the tournament. He then went strictly with Greco at the Meiji Cup, but was ousted in the quarterfinals.

On Saturday, he was completely outclassed by Tomoaki FUTAMATA, who reeled off a pair of 4-point throws for a 9-0 win in 2:05 in their preliminary round match.

"It's really shameful," a tearful Narikuni said. "I came with the real aim of winning the title. It's not like I let down my guard, I was ready to go from the first match. Wrestling can be really difficult."

Narikuni realizes that he may have set a trend, as more than a few wrestlers are competing this year in both styles, including freestyle 61kg champion Kaisei TANABE, who made it to the quarterfinals at Greco 63kg.

"Recently, I have become a pathfinder and the number doing both styles has increased," Narikuni said. "But because I have not won at all, all I feel is pitiful."

Ironically, Futamata is among the group that doubled up here. His priority on Greco, however, became apparent when he was forced to make a tough decision.

Five minutes before his match against Narikuni, his first-round match at freestyle 70kg was called. He forfeited it.

Day 3 Results

Freestyle

57kg (17 entries)
GOLD: Kento YUMIYA df. Rikuto ARAI by TF, 10-0, 2:01

BRONZE: Yudai FUJITA df. Yuto TAKESHITA, 5-2
BRONZE: Daito KATSUME df. Akito MUKAIDA, 11-7

65kg (27 entries)
Semifinal: Kotaro KIYOOKA df. Takuto OTOGURO, 6-6
Semifinal: Masanosuke ONO df. Ryoma ANRAKU, 8-4

70kg (21 entries)
GOLD: Yoshinosuke AOYAGI df. Keiji WATANABE, 4-0

BRONZE: Kanata YAMAGUCHI df. Raita MORITA by TF, 10-0, 3:43
BRONZE: Ryota UCHIYAMA df. Toki OGAWA by Fall, 6:00 (10-4)

Semifinal: Yoshinosuke AOYAGI df. Raita MORITA by TF, 10-0, 1:23
Semifinal: Keiji WATANABE df. Toki OGAWA, 2-0

79kg (20 entries)
GOLD: Ryunosuke KAMIYA df. Kirin KINOSHITA, 9-6

BRONZE: Subaru TAKAHARA df. Yuta ABE, 6-4
BRONZE: Taro UMEBAYASHI df. Kensuke OTANI by TF, 13-0, 3:46

Semifinal: Ryunosuke KAMIYA df. Yuta ABE by TF, 10-0, 5:14
Semifinal: Kirin KINOSHITA df. Taro UMEBAYASHI by TF, 11-0, 4:48

86kg (14 entries)
GOLD: Hayato ISHIGURO df. Sosuke TAKATANI, 3-2

BRONZE: Yudai TAKAHASHI df. Mao OKUI by Fall, 5:59 (7-0)
BRONZE: Tatsuya SHIRAI df. Shota SHIRAI by TF, 10-0, 5:20

97kg (14 entries)
Semifinal: Hibiki ITO df. Takashi ISHIGURO, 7-1
Semifinal: Arash YOSHIDA df. Taira SONODA by TF, 11-0, 2:32

Greco-Roman

60kg (16 entries)
GOLD: Kaito INABA df. Maito KAWANA, 5-2

BRONZE: Yasuhito MORI df. Keijiro SONE, 4-2
BRONZE: Koto GOMI def. Kosei TAKESHITA by Def.

67kg (20 entries)
Semifinal: Katsuaki ENDO df. Haruto YABE by TF, 11-0, 2:27
Semifinal: Kyotaro SOGABE df. Tomoaki FUTAMATA by TF, 9-0, 1:58

77kg (12 entries)
GOLD: Isami HORIKITA df. Taishi TOMOYOSE, 5-3

BRONZE: Keisei SHIMABUKURO df. Yudai KOBORI by TF, 10-2, 1:30
BRONZE: Shu YAMADA df. Kenryu KUZUYA, 8-5

Women's Wrestling

50kg (18 entries)
Semifinal: Remina YOSHIMOTO df. Miwa MAGARA by TF, 10-0, 3:39
Semifinal: Umi ITO df. Minoriho MAEHARA by TF, 13-2, 3:20

57kg (13 entries)
Semifinal: Sae NANJO df. Sara NATAMI by Fall, 5:04 (2-5)
Semifinal: Yumaka TANABE df. Ichika ARAI, 4-4

68kg (11 entries)
Semifinal: Miwa MORIKAWA df. Masako FURUICHI by TF, 10-0, 5:56
Semifinal: Nonoka OZAKI df. Miyu YOSHIKAWA, 8-1