#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

Elor wins eighth world title, sets sights on Paris Olympics

Friday, October 27, 2023 - 21:38 By Vinay Siwach

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TIRANA, Albania (October 27) -- If you were logging in to watch Amit ELOR (USA) compete in the 72kg final of the U23 World Championships, most likely you missed the final. That's because she was lightning fast in winning the bout in mere 21 seconds.

And if you think that was quick, Elor finished her first bout in 16 seconds and the second in 18 seconds. Only her semifinal against Wiktoria CHOLUJ (POL) was for six minutes. Out of the 24 minutes for four bouts, Elor spent only six minutes and 55 seconds on the mat to win the U23 World Championships in Tirana, Albania on Friday.

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At the age of 19, Amit Elor now holds an impressive record of eight world titles across different age groups, including two senior, two U23, three U20, and one U17 world gold.

While her remarkable stats speak about her dominance on the mat, Elor herself has kept no record of her international wins or scores.

"Maybe I should go over," she says. "We used to do it in high school. And ever since I got into international wrestling, I haven't thought about it as much. But it would be really cool to look back and see how many matches they've had and how many wins and losses. I remember the competitions, but not always every single match unless it was really meaningful."

Amit ELOR (USA)Amit ELOR (USA) used the lace to win her 72kg final. (Photo: UWW / Kadir Caliskan)

For most, the final would mean a lot but for Elor, the semifinal at the U23 World Championships against Choluj was the stand-out match. Choluj managed to stop Elor from scoring a fall or win via technical superiority and lost only 5-0.

"Probably my semi-final had a strong opponent and our styles matched up against each other," she says. "It was kind of similar styles which made it difficult. A lot of hand-fighting. I had some injuries from senior Worlds that made it difficult to hand fight. But I stayed composed and in good position and I was able to win."

The final against Jyoti BERWAL (UWW) was unbelievably one-sided as by the time Berwal could try any move on Elor, the American had laced her for a 10-0 victory.

With that, Elor extended her international career record to 38-1, the one loss coming at the U17 World Championships in 2019. "I'll get it next year," a 16-year-old Elor would say back then. She won the gold at the next U17 Worlds without conceding a point.

"It's not easy," Elor says. "There's so much work involved that leads up to the competition. There's a lot of pressure and I want to do my best and I have high expectations for myself. When you go out there and you wrestle it seems so short and easy but that's just the result of all the work leading up to the competition."

In the lead-up to the U23 Worlds, Elor trained with six-time world champion Adeline GRAY (USA), trained at her home in California and also used her experience at the U20 and senior worlds which she called the 'perfect preparation.'

"Training with Adeline has been amazing for me," she says. "I am constantly learning so much from her. Not just about wrestling but about being an athlete and taking care of yourself. She is a very confident, strong person and so I've kind of learned how to think more for myself and what I need as an athlete.

"The two World Championships were perfect preparation for this."

It was the same script last year in which Elor won three world titles, becoming the first from the U.S. to win all the world titles. She just repeated the three-peat.

 

But the season is not over for her. Elor will soon be challenging herself to make the Olympic weight of 68kg (72kg is not an Olympic weight) in her bid to be at Paris 2024. 

"The most important thing for me is that I feel my best when I'm wrestling," she says. "Right now my plan is to drop my weight to 68kg and see how I feel there. That's going to be a big challenge, a different weight."

Elor says she has not reduced weight for a competition. Though she spent her early days in international wrestling at 68kg, that was at the U17 level.

"I was 68kg in 2021, so it's nothing new but it's still been two years," she says. "It's going to be challenging but I'm really excited and I'm ready to do everything I possibly can because it's the Olympic year."

Being at the Olympics will make Elor the second wrestler in the world to win all world titles and also compete at the Games. A gold in Paris will put her next to Yui SUSAKI (JPN), the only wrestler to have won all world titles and the Olympic gold. 

But just to be in Paris, Elor will have a marathon stretch. In the U.S., she will have to first wrestle at the team trials to be at the Pan-Am Olympic Qualifiers in March. If the country qualifies the weight for Paris, Elor will have to go through the Olympic Team Trials in April.

"Unfortunately, 68kg wasn't qualified yet for the Olympics," she says. "There's going to be a wrestle-off in February and whoever wins will go to Pan Ams and try to qualify the weight there. I would really need to work more on my speed and coordination and definitely add more to my arsenal. I'll wrestle in the wrestle-off at 68 and see how I do."