#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.

#WrestleBelgrade

Olympic champ Orta wins first world title in move up to 67kg

Sunday, September 24, 2023 - 18:59 By Ken Marantz

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BELGRADE, Serbia (September 24) -- Two years after winning the gold at the Tokyo Olympics in Greco-Roman at 60kg, Luis ORTA (CUB) made a successful jump up to the next Olympic weight and captured his first world title.

Orta rallied in the second period to defeat Hasrat JAFAROV (AZE) 4-3 in the 67kg final and secure a spot at the 2024 Paris Olympics for his country on Sunday, the final day of the World Championships in Belgrade.

"The result of this gold medal is due to hard training and good work of my coaches, and the good preparation we did before coming here, and in the end, we got it," Orta said.

Ali CENGIZ (TUR) survived being on his back for nearly a minute to claim the gold at 87kg, while Leri ABULADZE (GEO) finally struck gold after finishing second the past two years in the non-Olympic weight of 63kg.

Azerbaijan, with three champions and two silver medalists, won the team title for the first time in its history with 120 points, followed by Iran with 102 and Turkiye with 93.

The tournament was also serving as the initial qualifier for the Paris Games, with five berths up for grabs in each of the six Olympic divisions. Iran came away with four in Greco, while Cuba and Armenia secured three each and Kyrgyzstan, Japan, Azerbaijan and Turkey two apiece. Asian countries swept all five spots at 60kg.

Orta transitioned to 67kg by competing at 63kg in 2022, but could only manage a seventh-place finish at last year's World Championships in the same Stark Arena in Belgrade.

"After the Olympic gold in Tokyo, I couldn't step on the podium again so I am so happy that it happened today," Orta said.

He showed he could handle the extra weight at 67kg this year, beating defending champion Mate NEMES (SRB) in a tight semifinal and winning all three of his other matches en route to the final by technical fall.

Orta denied Jafrarov, the losing semifinalist to Nemes last year, of the world title by overcoming a 3-1 deficit in the second period with two stepouts, the second one coming after he opted to stay on his feet after being awarded a second passivity point.

Orta's bypassing ground wrestling was understandable. In the first period, he was put on top in par terre, only to see Jafrarov stop him during a gut wrench for 2, then add a stepout on an attempted throw.

Luis ORTA (CUB)Luis ORTA (CUB) celebrated his gold medal with a somersault. (Photo: UWW / Kadir Caliskan)

"I already beat Jafrarov once, but all finals are different," said Orta, who defeated the Azeri 5-1 in an early round at the Zagreb Open in February. "They can't be compared. We had a tough match. I think he was a very good opponent, and our fight was worthy of a final match for gold."

This year, Orta prepped for Belgrade and the new weight class by entering two of the Ranking Series events, finishing third in both Zagreb and Bishkek.

"After the gold in the Olympics in 2021, we decided to change the weight category. I went from 60 to 63 last year and we did good work. We did this as a step to fighting in the 67 category where there are very tough opponents. Since the weight change, I had to work harder."

Orta said he did not make any changes to his regimen after his Olympic triumph.

"I was training as before and I did not consider winning the gold in the Olympics as something that would change my life," he said. "I don't think about it and I'm focused on what I have to do next to get the same result in Paris next year."

Ali CENGIZ (TUR)Ali CENGIZ (TUR) celebrates after winning the 87kg final. (Photo: UWW / Amirreza Aliasgari)

In a clash between the bronze medalists from a year ago in the 87kg final, all looked lost for Cengiz until he fought off his back and held on for an 8-7 victory over David LOSONCZI (HUN).

In the first period, after Losonczi failed to score off par terre, he was pressing Cengiz at the edge when the Turk hit a front headlock throw for 4. Losonczi had inadvertently grabbed Cengiz's singlet, resulting in another 2 being tacked on for a 6-1 lead.

Cengiz's worst nightmare nearly came true in the second period. Attempting a reverse lift from par terre, Losonczi stepped over and landed chest-to-chest, getting 2 as Cengiz fought to avoid the fall, which the mat referee signaled but got no confirmation.

Ali CENGIZ (TUR)Ali CENGIZ (TUR), red, defends an attempted pin from David LOSONCZI (HUN). (Photo: UWW / Kostadin Andonov)

Losonczi's repositioning to a reverse front headlock gave him 2 more and put Cengiz in danger again. But Cengiz somehow managed to extricate himself from the predicament, although his woes were still far from over.

He was assessed a 2-point caution for a foul, making it 7-7, although he held the criteria advantage due to the 4-pointer. That gave Losonczi one last chance in par terre, but he failed to budge Cengiz, and a late challenge that had no chance of succeeding over a suspected stepout added the final point.

For Losonczi, it will forever be a matter of what might have been. "I knew he would get tired, and he got tired and made a mistake," Losonczi said. "I had the opportunity to finish the match, but I didn't finish it, and that was it."

Still, achieving the objective of earning the Paris spot relieves some of the sting of defeat.

"My dream was to make it to the Paris Olympics," he said. "Being the world's best wrestler was not completed today, but I'm happy. I think I gave my all in this match. There is nothing left in me."

Leri ABULADZE (GEO)Leri ABULADZE (GEO) won the gold medal at 63kg after two silver-medal finishes. (Photo: UWW / Kadir Caliskan)

At 63kg, Abuladze finally made it to the top of the podium, beating Murad MAMMADOV (AZE) 2-2 on last-point criteria to add the world crown to the European title he won earlier this year.

Mammadov received the first passivity point, but Abuladze scored a reversal from par terre, only to see Mammadov gain a stepout to go up 2-1 in the first period.

Abuladze was the recipient of the second passivity point, which put him ahead on criteria. He nearly clinched the deal with a gut wrench that put Mammadov's back at about an 85-degree angle, just shy of the 90 degrees needed. Put on the bottom later, Abuladze held out for the win.

Geraei, Belenuik bag bronzes, Paris places

Two other Olympic champions in action, Mohammadreza GERAEI (IRI) and Zhan BELENIUK (UKR), both made it through the repechage earlier and came away with bronze medals to open the door for them to defend their Olympic crowns in Paris.

At 67kg, Geraei, taking full advantage of the challenge process as he did throughout the tournament, defeated Slavik GALSTYAN (ARM) by a rare disqualification for two leg violations.

After gaining a passivity point and going on top on par terre, Geraei received a 2-point leg penalty on a challenge. That kept him on top, and he then lifted up Galstyan and unleased a 2-point throw. Again Galstyan was flagged for a leg foul, which ended the match at 2:09.

Geraei, the world champion in 2021 and silver medalist last year, posted a wild 11-10 victory over Kyotaro SOGABE (JPN) in the second round. After losing to Jafarov in the quarterfinals, he made it through the repechage earlier Sunday by rallying from four points down to defeat Krisztian VANCZA (HUN) 6-5.

Beleniuk, a two-time former world champion who was competing for just the second time since his triumph in Tokyo, reeled off three rolls in par terre in the first period against Nursultan TURSYNOV (KAZ) and cruised to a 7-2 victory at 87kg.

"It was a very difficult competition," Beleniuk said. "Today this was my second fight, but I kept with it and I got the license for the Olympic Games and a bronze medal for my country, which is very important because now is a very tough situation in Ukraine."

The victory gave the 32-year-old Beleniuk his fifth world medal. In Paris, he will have a chance at a third Olympic medal, having also won a silver in Rio in 2016.

The other 87kg bronze went to European bronze medalist Semen NOVIKOV (BUL), who used some nifty dexterity to turn the tide against Islam ABBASOV (AZE) and come out with a 6-3 victory.

After being rolled in par terre, Novikov responded with a gymnastics-like kip-up over Abbasov to secure a reversal and went right into a 4-point throw to take a 5-3 lead. Novikov received a passivity point in the second period to account for the final score.

The Ukrainian-born Novikov, who transferred to Bulgaria this year because of his inability to displace Beleniuk, lost to Losonczi in the semifinal and Cengiz at the European U23 in 2019.

Regarding his three fellow medalists, he said, "I need three rematches."

Host Serbia came away with two bronze medals on the final night from Nemes at 67kg and Georgij TIBILOV (SRB) at 63kg, much to the delight of the home crowd.

Nemes notched a 3-3 win on last-point criteria that denied Amantur ISMAILOV (KGZ) a second straight world bronze.

Nemes trailed after Ismailov scored with a 2-point lift from par terre in the first period. In the second, Nemes uncorked a gut wrench from par terre to make it 3-3 before running out the clock.

Tibilov, normally a 60kg wrestler, took home a medal in his first senior world appearance when he defeated Hrachya POGHOSYAN (ARM) 4-0. Tibilov, after receiving a passivity point in the first period, stopped a lateral drop attempt for 2 in the second period, then added the icing on the cake with a stepout.

The Serbian came into the tournament with a third-place finish at the European Championships and the Wladyslaw Pytlasinski Cup in Warsaw, both at 60kg.

At 63kg, Enes BASAR (TUR) scored eight points in the first period, then survived a bizarre second period in which he handed Stefan CLEMENT (FRA) five free points to take the other bronze with a 9-6 victory.

Basar, making his senior world debut a decade removed from winning a world junior (U20) silver medal, was put on the bottom of par terre in the first period, but stopped a gut wrench attempt and had Clement on his back and near to a fall.

Clement was also assessed a 2-point penalty for a leg violation, which put Basar on top, and he took advantage with two gut wrenches for an 8-1 lead.

One point from ending the match, Basar instead was twice hit with a 2-point penalty for grabbing the singlet early in the second period, with an unsuccessful challenge of the second one giving Clement a further point to cut the gap to 8-6.

But a caution on Clement gave Basar a point, and the period ended with no technical points scored and the Turk, the bronze medalist at the Grand Prix of Germany, defeating the champion of that tournament in August.

Armenia, Kazakhstan gain last Olympic spots

Galstyan returned to the mat later for the fifth-place playoff for the Olympic berth but didn't stay long as he needed less than a minute to roll to an 8-0 technical fall over Ismailov to gain the spot for Armenia.

The lanky Galstyan grabbed a quick takedown and, wrapping his long arms around Ismailov's waist, put together a series of three gut wrenches to end the match in 59 seconds.

Kazakhstan's Tursynov also earned a ticket to Paris with an 8-0 victory in the first period, helped by a number of penalty points and capped with a gut wrench in defeating Abbasov.

Tursynov opened with a stepout, then, put on top in par terre, he received in succession a 2-point leg penalty, an unsuccessful challenge point, and a fleeing point. In the third start, he uncorked the gut wrench with the final move of the tournament.

g

Day 9 Results

63kg (24 entries)
GOLD: Leri ABULADZE (GEO) df. Murad MAMMADOV (AZE), 2-2

BRONZE: Enes BASAR (TUR) df. Stefan CLEMENT (FRA), 9-6
BRONZE: Georgij TIBILOV (SRB) df. Hrachya POGHOSYAN (ARM), 4-0

67kg (41 entries)
GOLD: Luis ORTA (CUB) df. Hasrat JAFAROV (AZE) 4-3

BRONZE: Mate NEMES (SRB) df. Amantur ISMAILOV (KGZ), 3-3
BRONZE: Mohammadreza GERAEI (IRI) df. Slavik GALSTYAN (ARM) by Disq., 2:09 (8-0)

5th-Place Playoff: Slavik GALSTYAN (ARM) df. Amantur ISMAILOV (KGZ) by TF, 8-0, :59

87kg (42 entries)
GOLD: Ali CENGIZ (TUR) df. David LOSONCZI (HUN), 8-7

BRONZE: Zhan BELENIUK (UKR) df. Nursultan TURSYNOV (KAZ), 7-2
BRONZE: Semen NOVIKOV (BUL) df. Islam ABBASOV (AZE), 6-3

5th-Place Playoff: Nursultan TURSYNOV (KAZ) df. Islam ABBASOV (AZE) by TF, 8-0, 2:14