‘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

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

Susaki defends 50kg title, leads Japan sweep of WW golds

Thursday, September 21, 2023 - 00:12 By Ken Marantz

BELGRADE, Serbia (September 20) -- A day after showing a few chinks in her armor, Yui SUSAKI (JPN) completed her crusade to a fourth world title and a shot at a second straight Olympic gold with a display of her old dominance.

Susaki blasted away Otgonjargal DOLGORJAV (MGL) with a 10-0 technical fall to retain the women's 50kg title at the World Championships, leading a Japanese sweep of the four gold medals at stake in women's wrestling on Wednesday at Belgrade's Stark Arena.

"As a Tokyo Olympic champion, I want to be one who pulls the Japanese team up and can be relied on," said Susaki, whose preparations for Belgrade were severely curtailed by a torn ligament of her right knee.

In the other Olympic weights, Tsugumi SAKURAI (JPN) successfully defended her title at 57kg for her third straight world gold, and Yuka KAGAMI (JPN) won at 76kg, making her the first Japanese woman to win a world title at the heaviest weight in two decades.

Meanwhile, Nonoka OZAKI (JPN) captured a second straight world title with a bittersweet victory in the non-Olympic weight of 65kg.

Susaki's match against Dolgorjav was a rematch of the final a year ago in the same arena, and it went better than expected, given the problems Susaki had in her preparations for Belgrade and the vulnerability she showed in her matches on Tuesday.

It was vintage Susaki, who came out firing on all cylinders, scoring a single-leg takedown and immediately going into her devastating lace lock. She could only manage three spins, but that only delayed the inevitable as she quickly scored another single-leg takedown to finish off the match in 1:29.

The 24-year-old Susaki, who won her previous world titles in 2017, 2018 and 2022, had been unable to properly train in the run-up to Belgrade and even skipped a national team training camp, which is otherwise unheard of.

But she said that with a strong support team, she managed to be ready enough for the mission at hand. "If I had to do it on my own, I would not have made it here," Susaki said.

Susaki turned heads during the preliminary rounds on Tuesday when she gave up rare points in two matches, a far cry from her winning run at the Tokyo Olympics and last year's worlds, where she struck gold without conceding a point.

Yui SUSAKI (JPN) is now a four-time senior world champion. (Photo: UWW / Kadir Caliskan)

Susaki said she gained inspiration from the Japan men's basketball team, which earlier this month put on amazing rallies at the World Cup to clinch a place at the Paris Olympics.

"At that time, coach [Tom] HOVASSE used the word 'Believe,'" Susaki said. "My sister sent me a video of the clinching game and said, 'Yui, we believe in you. If you are hurt or things are going tough, we believe you will become a world champion and get to the Paris Olympics.'

"That really gave me strength and by believing, I won the world title."

The Belgrade worlds also serves as the first qualifier for spots at the 2024 Paris Olympics, with five quotas available in each weight class. For the Japanese wrestlers, their federation has decreed that winning a medal means that they fill the spot without having to go through a playoff process.

"There is going to be pressure and other circumstances in the year heading to the Paris Olympics, but I'm really looking forward to all of it," Susaki said. "I definitely want to win a second straight title in Paris.

Tsugumi SAKURAI (JPN) defeated Anastasia NICHITA (MDA) to become a three-time world champion. (Photo: UWW / Kostadin Andonov)

Sakurai captured her third world title overall and the ticket to Paris with a 3-2 victory over Anastasia NICHITA (MDA) in a battle of 2022 world champions.

Sakurai gained an activity point in the first period but had trouble finishing off her takedown attempts against Nichita, the gold medalist last year at 59kg who dropped down to the Olympic weight. But Sakurai finally broke through off a 2-on-1 for a 3-0 lead.

Nichita gained a takedown with 25 seconds left to make it interesting, but Sakurai staved off her late attempts to secure the win.

Like the other Japanese, Sakurai had to go through a grueling process just to make the team to Belgrade. In her case, it meant beating Tokyo Olympic champion Risako KAWAI (JPN) (now KINJO) among others.

"I trained for the purpose of winning this gold medal," said the 22-year-old Sakurai, who also won the world title at 55kg in 2021. "There were tough times, but I'm glad I practiced hard."

Sakurai said she received many messages of congratulations after winning her semifinal on Tuesday, which clinched the Olympic spot. But for her, the job was not finished.

"To me, I had one more match to win, so I went into today with a different mind," she said. "I practiced to win the title, not get to the Olympics.

"It's interesting to think about what the Olympics is like. I think I will be studied more [by my opponents], so I want to train hard to become a strong wrestler who can beat any opponent."

Yuka KAGAMI (JPN) won the 76kg gold medal for her first world title. (Photo: UWW / Kostadin Andonov)

At 76kg, Kagami added her first senior title to her collection of age-group golds when Aiperi MEDET KYZY (KGZ) sadly had to default after suffering a knee injury.

Kagami scored a takedown on a low single early in the second period but wrenched Medet Kyzy's right knee in the process. Medet Kyzy would continue, but Kagami increased the lead to 8-0 and eventually, the tournament doctor decided Medet Kyzy was unable to go on.

While it was not the optimal way to win, it did not take away from the joy felt by Kagami, who had to overcome a shoulder injury herself that required surgery early in the year.

"This is the best and happiest day of my life," said Kagami, who won a bronze medal last year. "In December I was injured, and it was a hard recovery for six months. Every day I was out of breath and crying as I practiced.

"The competition in Japan is hard and it's even harder in the world, but I didn't set limits for myself and I set a goal. My objective was to win a gold medal."

Kagami, who turned 22 last week, is a product of the JOC Elite Academy which also produced Susaki and Ozaki. Her victory makes her the first Japanese champion at the heaviest women's weight since Kyoko HAMAGUCHI (JPN) won at 72kg in 2003.

Nonoka OZAKI (JPN) used the lace to beat Macey KILTY (USA) 10-0 in the 65kg final. (Photo: UWW / Kadir Caliskan)

Ozaki won the world gold last year at 62kg but lost out to Sakura MOTOKI (JPN) for a place on the Japan team at that weight. When Motoki advanced to the 62kg final earlier in the day, it all but closed off Ozaki's path to Paris, barring injury or other unforeseen circumstances.

That realization came to the fore after she defeated Macey KILTY (USA) in the 65kg final. She managed a smile, but would soon be reduced to tears about taking home what for her is a consolation prize.

"When I won the title, it hit me that it wasn't in an Olympic weight class," Ozaki said of breaking down in tears after taking a victory lap with the Japanese flag.

Ozaki rolled to her third 10-0 technical fall in four matches -- the other was a 9-0 victory -- overwhelming Kilty in the final for her second world gold and third medal overall.

Ozaki gained a single-leg takedown, then reeled off a pair of lace-lock rolls. When Kilty managed to squirm out of the hold, Ozaki bulled her over for another 2, then applied the coup to grace by turning her over a final time with a cross-face and leg lift at 1:01.

"It was tough to see someone else clinch the team spot in my weight class," said Ozaki, who broke down while speaking to the media in the mixed zone. "It was my own fault. Sports is like that. I have to accept it."

Ozaki will now look to bounce back at the Asian Games early next month.

"I have the option of going to the Asian Games," Ozaki said. "The 62kg division has Aisuluu [TYNYBEKOVA (KGZ)] and the strong Mongolian [Orkhon PUREVDORJ (MGL)]. We will be leaving one week after I get home. I have no choice but to put this behind me."

Helen MAROULIS (USA) won a bronze medal at 57kg after victory over Anhelina LYSAK (POL). (Photo: UWW / Kostadin Andonov)

Maroulis, Gray grab bronzes, Paris places

American 30-something stars Helen MAROULIS (USA) and Adeline GRAY (USA) both added to their extensive world medal collections and claimed an Olympic berth in their weight class with 10-6 victories in the bronze-medal matches.

Maroulis gave up a 4-point throw during her clash with Anhelina LYSAK (POL), but stuffed her twice for points en route to win 10-6 at 57kg.

Gray, whose loss in the quarterfinals to Kagami ended her bid for a seventh world gold, punctuated her takedowns with points from par terre, and that made the difference in her 10-6 decision over Milaimys MARIN (CUB) at 76kg.

It was still a triumph of sorts for Gray, who returned to the mat this year for the first time since her gold-medal run in 2021 after getting married and giving birth to twins.

Earlier, compatriot and Olympic bronze medalist Sarah HILDEBRANDT (USA) earned her second straight bronze medal and fourth world medal overall, scoring a takedown in each period to defeat 2022 European champion Evin DEMIRHAN (TUR) 5-0 at 50kg.

Tatiana RENTERIA (COL) won the bronze medal, only the second for Colombia at the World Championships. (Photo: UWW / Amirreza Aliasgari)

Colombia had two chances to get just the second world medal in its history, and after Alisson CARDOZO (COL) came up short at 50kg, Tatiana RENTERIA (COL) pulled it off at 76kg.

Renteria, the 2022 world U23 champion, had a 6-1 lead when she stopped a desperation throw attempt by Catalina AXENTE (ROU), fell on top of her and secured a fall with one second left on the clock.

With the victory, Renteria joins namesake Jackeline RENTERIA (COL), a bronze medalist at 63kg in 2017, as Colombia's world medalist.

Asian bronze medalist Ziqi FENG (CHN) gave China its first Olympic berth with a Japanese-like, lace-locked-filled technical fall over Cardozo at 50kg. Feng gained a single-leg takedown, then immediately locked up the ankles and ripped off four rolls for a 10-0 victory in 2:19.

Odunayo ADEKUOROYE )COL Odunayo ADEKUOROYE (NGR) won the 57kg bronze and qualified Nigeria for the Paris Olympics. (Photo: UWW / Kostadin Andonov)

In the other third-place match at 57kg, Odunayo ADEKUOROYE (NGR) picked up her fourth world medal by putting on a late rush and then holding on to defeat Elvira KAMALOGLU (TUR) 9-5.

Akekuoroye was trailing 1-1 on criteria when she scored a takedown with a minute to go, then seemed to put the match away with three lace-lock rolls. But Kamalaglu put the pressure on and got two stepouts, each with a fleeing point tacked on, but it was not enough to deny the Nigerian.

At 65kg, European champion Mimi HRISTOVA (BUL) picked up her first world medal, muscling Tatsiana PAULAVA (AIN) into a cradle and securing a fall at 1:51 of their bronze-medal match.

LILI (CHN) also got her opponent into a cradle, but although she was at the edge and didn't have the room to turn Kadriye AKSOY (TUR) over, the takedown was enough to give her a 3-2 victory and the other 65kg bronze.

Turkiye, Poland, Cuba win 5th-place playoffs

Turkiye, Poland and Cuba each picked up a Paris quota when their wrestler won the fifth-place playoff in their respective weight class.

Turkiye's Demirhan scored a first-period takedown and defeated Cardozo 4-1 at 50kg, but her country was prevented from a second one when Poland's Lysak pinned Kamaloglu at 57kg.

Lysak twice gave up exposure points after scoring with a throw, but on the third attempt, managed to hold down Kamaloglu for the fall.

At 76kg, Cuba's Marin made short work of Axente, using a blast double to send her to her back and scoring a fall in 49 seconds.

Day 4 Results

Women

50kg (28 entries)
GOLD: Yui SUSAKI (JPN) df. Otgonjargal DOLGORJAV (MGL) by TF, 10-0, 1:29

BRONZE: Ziqi FENG (CHN) df. Alisson CARDOZO (COL) by TF, 10-0, 2:18
BRONZE: Sarah HILDEBRANDT (USA) df. Evin DEMIRHAN (TUR) by 5-0

5th-Place Playoff: Evin DEMIRHAN (TUR) df. Alisson CARDOZO (COL), 4-1

53kg (31 entries)
GOLD: Akari FUJINAMI (JPN) vs. Vanesa KALADZINSKAYA (AIN)

Semifinal: Akari FUJINAMI (JPN) df. Maria PREVOLARAKI (GRE) by TF, 10-0, 00:42
Semifinal: Vanesa KALADZINSKAYA (AIN) df. ANTIM (UWW), 5-4

57kg (36 entries)
GOLD: Tsugumi SAKURAI (JPN) df. Anastasia NICHITA (MDA), 3-2

BRONZE: Odunayo ADEKUOROYE (NGR) df. Elvira KAMALOGLU (TUR), 9-5
BRONZE: Helen MAROULIS (USA) df. Anhelina LYSAK (POL), 10-6

5th-Place Playoff: Anhelina LYSAK (POL) df. Elvira KAMALOGLU (TUR) by Fall, 1:56 (8-4)

62kg (34 entries)
GOLD: Sakura MOTOKI (JPN) vs. Aisuluu TYNYBEKOVA (KGZ)

Semifinal: Sakura MOTOKI (JPN) df. Grace BULLEN (NOR), 2-1
Semifinal: Aisuluu TYNYBEKOVA (KGZ) df. Luisa NIEMESCH (GER), 4-2

65kg (17 entries)
GOLD: Nonoka OZAKI (JPN) df. Macey KILTY (USA) by TF, 10-0, 1:00

BRONZE: Mimi HRISTOVA (BUL) df. Tatsiana PAULAVA (AIN) by Fall, 1:51 (4-2)
BRONZE: Lili LILI (CHN) df. Kadriye AKSOY (TUR), 3-2

68kg (33 entries)
GOLD: Delgermaa ENKHSAIKHAN (MGL) vs. Buse CAVUSOGLU TOSUN (TUR)

Semifinal: Delgermaa ENKHSAIKHAN (MGL) df. Emma BRUNTIL (USA) by Fall, 2:44 (6-0)
Semifinal: Buse CAVUSOGLU TOSUN (TUR) df. Ami ISHII (JPN) by TF, 11-1, 2:40

72kg (18 entries)
GOLD: Davaanasan ENKH AMAR (MGL) vs. Amit ELOR (USA)

Semifinal: Davaanasan ENKH AMAR (MGL) df. Zhamila BAKBERGENOVA (KAZ), 6-2
Semifinal: Amit ELOR (USA) df. Kendra DACHER (FRA) by TF, 12-2, 5:24

76kg (29 entries)
GOLD: Yuka KAGAMI (JPN) df. Aiperi MEDET KYZY (KGZ) by Inj. Def., 5:06 (8-0)

BRONZE: Tatiana RENTERIA (COL) df. Catalina AXENTE (ROU) by Fall, 5:58 (8-1)
BRONZE: Adeline GRAY (USA) df. Milaimys MARIN (CUB), 10-6

5th-Place Playoff: Milaimys MARIN (CUB) df. Catalina AXENTE (ROU) by Fall, :49 (8-0)

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

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

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Susaki defends 50kg title, leads Japan sweep of WW golds