#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.

#WrestleHangzhou

Three world champs highlight Greco-Roman at Asian Games

Tuesday, October 3, 2023 - 07:03 By Vinay Siwach

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HANGZHOU, China (October 3) -- Kyrgyzstan has only won one Greco-Roman gold medal in Asian Games history. But on Wednesday, it will have a chance to win two on the same day as world champions Zholoman SHARSHENBEKOV (KGZ) and Akzhol MAKHMUDOV (KGZ) take the mat on October 4 in Hangzhou.

The Chinese city is hosting the 19th Asian Games which kicked off on September 23. Wrestling is scheduled to be held from October 4 to 7 at the Lin'an Sports and Culture Center in 18 weight classes.

FREESTYLE PREVIEW | WOMEN'S WRESTLING PREVIEW

Apart from Sharshenbekov and Makhmudov, 130kg world champion Amin MIRZAZADEH (IRI) is also wrestling at the Asian Games, leading Iran which hopes to improve on the two-gold finish from 2018.

One of the gold medals was at 77kg, won by Mohammadali GERAEI (IRI) after beating Makhmudov in the final. But since that loss, Makhmudov has won an Olympic silver medal, two world titles and two Asian Championships.

Akzhol MAKHMUDOV (KGZ)Akzhol MAKHMUDOV (KGZ) is a returning silver medalist. (Photo: UWW / Kadir Caliskan)

Makhmudov will be the favorite to win the gold medal in his weight despite the presence of former Asian champion Amin KAVIYANINEJAD (IRI). The Iranian and Makhmudov met in the Asian Championships final in April but the former forfeited the gold-medal bout due to an injury.

Kaviyaninejad will be up against Hyeonwoo KIM (KOR), a veteran of three Asian Games, in his first bout at 77kg. Kim will look for another medal to his Asian Games haul as he won a gold medal in 2014 and a bronze medal in 2018. The London Olympic Games champion and world champion from 2013 has lost some steam with age catching up but still has it in him to win against the best.

Asian Championships bronze medalists Kodai SAKURABA (JPN) and Rui LIU (CHN) are also wrestling in Hangzhou with the Japanese falling on Makhmudov's side of the bracket while Liu is with Kaviyaninejad and Kim.

U23 Asian champion Dilshod OMONGELDIYEV (UZB) will also look to make his mark at the senior event and will face the winner of the Kaviyaninejad-Kim bout in the quarterfinals.

For Sharshenbekov to win his Asian Games medal, he will have to go through a bracket that includes some of the best Asian wrestlers. Sharshenbekov had an extremely successful World Championships in which he defended his gold medal and defeated Islomjon BAKHRAMOV (UZB), Mehdi MOHSEN NEJAD (IRI) and Kenichiro FUMITA (JPN) in successive bouts.

Bakhramov won the bronze medal at the World Championships via repechage and will look to continue his good form at the Asian Games. But to win a medal, he will have to go past fellow world bronze medalist from Belgrade Liguo CAO (CHN). The two are expected to wrestle in the quarterfinals with Sharshenbekov likely waiting in the semifinals.

Bakhramov is a 2019 Asian champion and reached the semifinal in the 2018 edition of the Asian Games before finishing fifth.

The surprise of the 60kg weight class could be 2014 Youth Olympic champion Seung RI (PRK) who was fifth in Jakarta after losing to eventual silver medalist Kanybek Zholchubekov (KGZ). But Ri was a silver medalist at the 2019 Asian Championships in Xi'an, China and a fifth-placer at the 2018 World Championships.

The 26-year-old will look to mark his return to international competitions after years with a medal at the Asian Games. He is likely to face two-time Asian bronze medalist Ayata SUZUKI (JPN) in his second bout. Suzuki has not competed since the 2022 Asian Championships in Mongolia and has recently recovered from an injury.

63kg world champion in 2021 Meysam DALKHANI (IRI) is dropping down to the 60kg weight class for the first time. Since that gold medal, he has only wrestled at four international competitions and won the Ibrahim Moustafa Ranking Series 63kg gold medal in February. Dalkhani comes in with a lot of experience but has never won a gold medal at the continental level.

He will open his campaign against Gyanender DAHIYA who finished eighth at the 2018 Asian Games.

Two-time world bronze medalist Aidos SULTANGALI (KAZ)  is also entered at 60kg. Sultangali is a 2021 Asian champion and has wins over Cao but has lost to Sharshenbekov.

Iran will look forward to Mirzazadeh's performance as he comes into the Asian Games after joining the short list of wrestlers with wins over Riza KAYAALP (TUR). Mirzazadeh stunned Kayaalp 2-2 in the World Championships final to win his first gold medal.

The top six wrestlers from the 2023 Asian Championships are wrestling in Hangzhou. But the champion Mirzazadeh is likely to have a rematch of the Asian final against Lingzhe MENG (CHN) who finished fifth at the recent World Championships in Belgrade. Meng finished seventh at the 2018 Asian Games after losing in the quarterfinals.

Roman KIM (KGZ) and Minseok KIM (KOR) are set to clash in the quarterfinals at 130kg. Roman is a three-time Asian bronze medalist including this year after losing to Mirzazadeh in the quarterfinals. He came back to win the bronze against Temurbek NASIMOV (UZB).

Misnseok is a returning bronze medalist and has three Asian Championships medals including two silvers he won in 2020 and 2022. He lost to Mirzazadeh in 2020 and to Alimkhan SYZDYKOV (KAZ) in 2022. He finished fifth this year after suffering a loss to Meng and later to Syzdykov in the bronze medal bout.

Youngster Nasimov finished fifth at the Asian Championships but has a chance to win a medal at the Asian Games. NAVEEN (IND) will look to avenge his 2018 loss to Meng as the two are likely to meet in the quarterfinals.

Mohammadhadi SARAVI (IRI)Mohammadhadi SARAVI (IRI) and Rustam ASSAKALOV (UZB) will face each other in the opening round in Hangzhou. (Photo: UWW / Martin Gabor)

World Championships bronze medalist Mohammadhadi SARAVI (IRI) will be the favorite at 97kg even though he has veteran Rustam ASSAKALOV (UZB) in the opening bout. Saravi, a world champion in 2021, finished with a bronze medal at the Tokyo Olympics and has previously defeated Assakalov.

But the 39-year-old Uzbek has so many tricks that Saravi won't take him lightly. Assakalov won the Asian Games gold medal in 2014 and added a silver medal in 2018. But those medals came at 85kg and 87kg respectively.

The winner of the bout will face returning bronze medalist Uzur DZHUZUPBEKOV (KGZ) as the Kyrzgystan wrestler chases the gold medal this year. The Asian champion in 2019 has four other medals in the continental event including a silver medal this year.

Two-time Asian Games silver medalist Seyeol LEE (KOR) will face Narinder CHEEMA in his first bout but can find it tough against the winner of Takahiro TSURUDA (JPN) or Yiming LI (CHN).

Hansu RYU (KOR)Hansu RYU (KOR) is a two-time Asian Games champion. (Photo: UWW / Bayrem Ben Mrad)

Two-time defending champion Hansu RYU (KOR) has a chance to become a three-time Asian Games champion as he returns at 67kg. The 35-year-old won a bronze medal in Budapest in July after losing to Hasrat JAFAROV (AZE), the young sensation and world silver medalist. Ryu may face a similar fate in Hangzhou as the younger wrestlers continue to make a mark. The two-time world champion's first big test is likely to be 21-year-old Danial SOHRABI (IRI) who won the U23 World Championships in 2022. At the recent Ranking Series in Bishkek and Budapest, Sohrabi came home with gold medals at 72kg.

The Asian Games will also mark the return of 2018 world bronze medalist Meiirzhan SHERMAKHANBET (KAZ) who was out of action since June 2022 due to an injury. The Asian champion in 2022 after beating Ryu, is also looking for a gold medal for Kazakhstan as one of the leading prospects for the wrestling-obsessed country. Shermakhanbet, who lost to Ryu in the 2019 Asian final, last wrestled at the 2022 Bolat Turlykhanov Cup at 72kg in Almaty and stunned Olympic champion Mohammadreza GERAEI (IRI).

2018 U23 world champion Katsuaki ENDO (JPN) will have his task cut out on the lower side of the bracket if he wants to reach the final at 67kg. Former U17 world champion Razzak BEISHEKEEV (KGZ), who won bronze at the Asian Championships this year, can prove to be a real hurdle. If Endo holds, he is likely to face Makhmud BAKHSHILLOEV (UZB) who is wrestling at his first international tournament since the 2022 Asian Championships.

Bakhshilloev, a silver medalist in the 2020 Asian Championships, will have to first beat NEERAJ (IND) who has moved up from 63kg.

Naser ALIZADEH (IRI)Naser ALIZADEH (IRI) will look to add an Asian Games gold to his three Asian Championships gold medals. (Photo: UWW / Bayrem Ben Mrad)

Three-time defending 87kg Asian Championships gold medalist Naser ALIZADEH (IRI) will look to win the gold at the Asian Games as well. He gets three-time Asian Championships silver medalist Atabek AZISBEKOV (KGZ) in the opening bout.

Alizadeh has been a dominant force at the continental level and it is unlikely that he will be challenged in Hangzhou. If he moves past Azisbekov, the route to the final looks rather simple.

Challenging Alizadeh is 2014 Asian Games bronze medalist Fei PENG (CHN), who is returning to competition for only the second time after the Tokyo Olympics, has Sunil KUMAR (IND) in the opening bout. Kumar won the gold medal in 2020 and is the bronze medalist from 2023 after he lost to Alizadeh.

But Jalgasbay BERDIMURTOV (UZB) will be hoping to avenge his 2022 Asian final loss to Alizadeh if the two meet. The two can only face each other in the final as both are on different sides of the bracket. Berdimuratov, a world silver medalist from 2022 at 82kg, won a bronze medal at the Asian Championships this year after beating Azisbekov 2-2.

Masato SUMI (JPN), who finished eighth in Jakarta, and U23 Asian champion Maksat SAILAU (KAZ) will hope to return with medals at 87kg.