#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.

#WrestleTirana

U23 Worlds: Tirana triumph for O'Toole, Brooks; Gimri wins Turkiye's first gold

By Vinay Siwach

TIRANA, Albania (October 24) -- When Keegan O'TOOLE (USA) gets to a cradle, it's game over for his opponents. 

Many in the United States have witnessed O'Toole win school and college titles on the back of his go-to move. International fans first saw it in 2021 as he stunned a strong 74kg field to win the U20 world title.

Two years since winning his first and only international competition, O'Toole and his cradle were on display and were good enough to win another world title. The American won the 74kg gold medal at the U23 World Championships on Tuesday, leading to a strong performance from the United States as the first set of medals were awarded on the second day of the tournament.

The U.S. won three of the five gold medals on offer on Tuesday while Turkiye crowned its first-ever Freestyle U23 world champion with Muhammed GIMRI (TUR) winning gold at 92kg. The fifth gold of the night was captured by Bashir MAGOMEDOV (AIN), winning the title at 61kg.

This is also the first time the U.S. has more than one Freestyle world champ at the U23 level. It drew a blank last year despite three finalists.

Keegan O'TOOLE (USA)Keegan O'TOOLE (USA) won the 74kg gold after beating Imam GANISHOV (AIN). (Photo: UWW / Kadir Caliskan)

O'Toole had shown a glimpse of his funkiness on Monday as he made his way to the final using a cradle to pin Hikaru TAKATA (JPN) in the quarterfinals and then got Sonny SANTIAGO (PUR) in the semifinal.

Given his preferred move and crafty wrestling, it was understandable that Imam GANISHOV (AIN) came prepared for the 74kg final and to not get caught in the move. But what he was not prepared for was O'Toole's defense as the American denied Ganishov any points apart from a stepout in the first period. That was the only point O'Toole gave in a 6-1 victory that saw him score three takedowns.

"It feels really good," O'Toole said. "I trained super hard for this. I wasn't sure where I would be as the location got changed. The level is harder at the U23 Worlds but I prepare for challenges and for the worst but I hope for the best."

Keegan O'TOOLE (USA)Keegan O'TOOLE (USA), blue, cradles Sonny SANTIAGO (PUR) in the semifinals on Monday. (Photo: UWW / Kadir Caliskan)

Both wrestlers were cautious at the start but O'Toole scored by elevating Ganishov's leg when the latter was attempting a lift. He then caught Ganishov by surprise with a single-leg and though Ganishov defended for some time, O'Toole scored a takedown and led 4-0.

Ganishov did try some duckunders and go-behinds but O'Toole was up for the task, defending with ease. A split defense from Ganishov delayed O'Toole's takedown but when he got it, he led 6-1 with just over a minute remaining in the final. O'Toole was happy to play the clock from there on.

The gold medal also qualifies O'Toole for the U.S. Olympic Team Trials for the Paris Games and he is not shying away from giving it a shot despite his NCAA season.

"That [to qualify for OTT] pressure is gone," he said. "I am going to take some time off. I got to heal up my body a little bit and jump into the college season. NCAA season is good preparation for the Olympic trials but in my head, I am always going for "how am I going to win a gold medal? How am I going to make the Olympic team? I am really confident and excited going forward. I have got eight [six] months for the Olympic trials and each day I am going to do something to prove myself."

Aaron BROOKS (USA)Aaron BROOKS (USA) defeated defending champion Tatsuya SHIRAI (JPN) to win the 86kg gold. (Photo: UWW / Kadir Caliskan)

If cradle was O'Toole's move in Tirana, Aaron BROOKS (USA) was chasing ankle picks all day as he stormed to the 86kg world title beating returning champion Tastsuya SHIRAI (JPN) 11-0 in the final.

Shirai had become the first world champion for Japan in over 80kg weight classes and became the first to return to the final at U23 Worlds in Freestyle. A record second straight, however, wasn't to be.

Brooks was on the offense right in the first minute, using collar ties against Shirai. He got the first takedown just as the clock hit the one-minute mark, catching Shirai in a leg attack. After some attempted leg attacks, Brooks ankle-picked Shirai who fell on his back, giving four points to Brooks. A similar pick and one turn on the lace earned him a 10-0 win in two minutes and 39 seconds.

"I am blessed and fortunate," Brooks said. "I trained hard, keeping my mind and spirit in alignment with God. A lot of stuff goes on in the world that can affect us."

Like O'Toole, Brooks will be going for the Olympic Team Trial with the aim of upsetting world champion David TAYLOR (USA).

"Of course [I will challenge for the team spot]," he said. "Just wrestle and get better every day, focus on that. Not just in wrestling but better in every aspect of life and it transcends into wrestling. Just me being me in the present. If that comes, it comes."

Wyatt HENDRICKSON (USA)Wyatt HENDRICKSON (USA) battled an injured knee and Adil MISIRCI (TUR) to win the 125kg title. (Photo: UWW / Ulug Bugra Han Degirmenci)

The U.S. surged further as Wyatt HENDRICKSON (USA) won the 125kg gold medal after not only battling Adil MISIRCI (TUR) but also an injured knee that "may heel in a long time."

Hendrickson, who could barely walk to the medal ceremony stage, showed extreme courage to beat Misirci 13-3 in the final despite being in clear pain.

He began the final aggressively, almost pinning Misirci, jumping to a 5-0 lead. A scramble saw both wrestlers twist their knees which further made things worse for Hendrickson, before the referee called neutral. The American then decided to keep his injured right leg out of the attack but did not drop his offense.

He scored two takedowns and a gut to build a 12-1 lead when Misirci stopped him in a turn and scored two points to remain in the match as the score became 12-3. Hendrickson, however, continued the scramble and scored a reversal to win 13-3 with 1:34 still left on the clock.

The 125kg wrestler will also join the star-studded superheavyweight line-up at the Olympic Team Trials next year.

Muhammed GIMRI (TUR)Muhammed GIMRI (TUR) became Turkiye's first-ever U23 world champ in Freestyle. (Photo: UWW / Kadir Caliskan)

Gimri's historic gold

One of Muhammed GIMRI (TUR) and Ion DEMIAN (MDA) was certain to create history in the 92kg final. Neither Turkiye nor Moldova had won a U23 world title in Freestyle and by the end of the 92kg final, it was Gimri who wrote his name in history books, becoming Turkiye's first-ever U23 world champion in Freestyle. He defeated Demian 4-3 in a tense final.

Demian led 1-0 at the break after Gimri failed to score any point in the 30-second activity period. But the match sprung to life in the second period as Gimri scored a takedown on the edge to take a 2-1 lead. That was short-lived as Demian blocked Gimri's spin and landed on top of him to get two points.

The Moldovan was 20 seconds away from history but Gimri spoiled his party. He shot for Demian's legs and got hold of the left to score a takedown. He tried a lace to kill the remaining time even as Demian smashed his hand on the mat in disappointment.

At 61kg, Bashir MAGOMEDOV (AIN) denied Assylzhan YESSENGELDI (KAZ) and Kazakhstan a gold medal, winning the final 4-0, with two activity period points and two stepouts.

Taiyrbek ZHUMASHBEK UULU (KGZ)Taiyrbek ZHUMASHBEK UULU (KGZ) won the bronze medal at 61kg. (Photo: UWW / Kadir Caliskan)

Bronze results

In the bronze medal bouts, returning silver medalist at 61kg Taiyrbek ZHUMASHBEK UULU (KGZ) added a bronze medal by beating Akash DAHIYA (UWW) 7-0. Zhumashbek Uulu suffered a 9-7 semifinal loss to Yessengeldi. The other bronze medal at 61kg went to Mezhlum MEZHLUMYAN (ARM) who steamrolled Ivan HRAMYKA (AIN), 11-0.

Hikaru TAKATA (JPN) and Sonny SANTIAGO (PUR), both of whom lost to O'Toole at 74kg, clashed for the bronze medal with Takata beating Santiago 11-0 to capture the gold medal. The other bronze-medal bout was a humdinger with NAVEEN (UWW) scoring a stepout with five seconds left to beat Vasile DIACON (MDA), 7-7, and return home with bronze.

At 86kg, Arslan BAGAEV (AIN) and Joshua MORODION (GER) defeated Ivan ICHIZLI (MDA), 6-1, and Benjamin GREIL (AUT), 9-2, respectively to claim third spots on the podium.

The U.S. also got a bronze medal as Jacob CARDENAS (USA) scored a takedown late in the bout against Pruthviraj PATIL (UWW) and eked out a 4-3 win. Abduljalil SHABANOV (AZE) and Andro MARGISHVILI (GEO) were involved in a 25-point bout with the former coming out on top 14-11.

2021 U23 silver medalist Azamat KHOSONOV (GRE) managed to pull off a strong win as he defeated World Championships fifth-placer Abdulla KURBANOV (AIN), 5-4, for the bronze medal at 125kg. Khosonov trains at the same center as world champion Zaurbek SIDAKOV (AIN).

The other bronze medal at 125kg was won by Vakhit GALAYEV (AZE) was managed to beat Anirudh KUMAR (UWW), 10-0, with ease.

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RESULTS

61kg
GOLD: Bashir MAGOMEDOV (AIN) df. Assylzhan YESSENGELDI (KAZ), 4-0

BRONZE: Taiyrbek ZHUMASHBEK UULU (KGZ) df. Akash DAHIYA (UWW), 7-0
BRONZE: Mezhlum MEZHLUMYAN (ARM) df. Ivan HRAMYKA (AIN), 11-0

74kg
GOLD: Keegan OTOOLE (USA) df. Imam GANISHOV (AIN), 6-1

BRONZE: NAVEEN (UWW) df. Vasile DIACON (MDA), 7-7
BRONZE: Hikaru TAKATA (JPN) df. Sonny SANTIAGO (PUR), 11-0

86kg
GOLD: Aaron BROOKS (USA) df. Tatsuya SHIRAI (JPN), 10-0

BRONZE: Joshua MORODION (GER) df. Benjamin GREIL (AUT), 9-2
BRONZE: Arslan BAGAEV (AIN) df. Ivan ICHIZLI (MDA), 6-1

92kg
GOLD: Muhammed GIMRI (TUR) df. Ion DEMIAN (MDA), 4-3

BRONZE: Abduljalil SHABANOV (AZE) df. Andro MARGISHVILI (GEO), 14-11
BRONZE: Jacob CARDENAS (USA) df. Pruthviraj PATIL (UWW), 4-3

125kg
GOLD: Wyatt HENDRICKSON (USA) df. Adil MISIRCI (TUR), 13-3

BRONZE: Vakhit GALAYEV (AZE) df. Anirudh KUMAR (UWW), 10-0
BRONZE: Azamat KHOSONOV (GRE) df. Abdulla KURBANOV (AIN), 5-4