#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

Ghasempour buries ghosts of past to win Tirana gold; Yoshida stuns Snyder

Thursday, February 27, 2025 - 20:14 By Vinay Siwach

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TIRANA, Albania (February 27) -- "Today when I was standing on the podium, I remembered it."

Kamran GHASEMPOUR (IRI) replays the match in his mind as he speaks. He remembers the move and the loss clearly. At the World Championships in October last year, Ghasempour was four seconds away from upsetting Abdulrashid SADULAEV (UWW) but the latter pulled off an incredible move to beat Ghasempour in the semifinal. While Sadulaev won the gold, Ghasempour returned empty-handed after losing his bronze-medal bout to David TAYLOR (USA).

Ghasempour may not be able to completely erase the memories of that loss with the Muhamet Malo Ranking Series gold medal he won on Thursday, but he says it will help him move on.

"Last year, in this very hall, it was a very bad scene for me," Ghasempour said. "Even today when I was standing on the podium, I remembered it. I should have gone to the Championship podium [at the World Championships]. The regret remained. But well, it's wrestling, and that's part of the events in sports. I tried to forget it and continue on my path."

On Thursday, Ghasempour returned to Tirana at 92kg and showed once again why he is one of the best at 92kg in the world. Wrestling in three bouts, he did not give up a single point [28-0], and scored two technical superiority wins including the final.

"The competition went well," he said. "I was able to wrestle with three good opponents in this tournament and fortunately, I managed to achieve first place. The wrestler [in the final] was a good competitor. I had watched his matches beforehand and planned well. My goal was to put on a good performance, and thankfully, I succeeded."

Kamran GHASEMPOUR (IRI)Kamran GHASEMPOUR (IRI) sees off Alan BAGAEV (UWW) in the 92kg final. (Photo: United World Wrestling / Kadir Caliskan)

In his first bout against world silver medalist Miriani MAISURADZE (GEO), Ghasempour ran to an 8-0 lead before moving to defense. He then gut-wrenched Feyzulla AKTURK (TUR) and in the final, he broke Alan BAGAEV (UWW) with ease to win with two minutes remaining.

"I've been wrestling in the 92 kg weight class for several years," he said. "Despite that unfortunate result [last year], this arena was a good field for me. I'm trying to increase my readiness and participate in the next competitions."

Amir Hossein ZARE (IRI)Amir Hossein ZARE (IRI) defeated Zelimkhan KHIZRIEV (UWW) 10-0 in the 125kg final. (Photo: United World Wrestling / Kostadin Andonov)

Paris Olympic silver medalist Amir Hossein ZARE (IRI) added a second gold medal to Iran's tally on Thursday as he defeated Zelimkhan KHIZRIEV (UWW) in the 125kg final.

Leading up to the final Zare, who had his elbow tapped, looked shaky in his movements on the mat but come the final, he made sure Khizriev wasn't much of a problem.

Zare scored a step out to open the final and then got a point for Khizriev's passivity. A takedown and turn later, Zare was up 6-0 and by the break, Zare had Khizriev struggling with conditioning. As soon as the second period began, Zare was not having any of Khizriev's flamboyance and scored a takedown and a gut to finish it in no time.

Arash YOSHIDA (JPN)Arash YOSHIDA (JPN) blocks an attack from Erfan ALIZADEH (IRI) in the 97kg final. (Photo: United World Wrestling / Kostandin Andonov)

A third Iranian wrestler could have won gold medal but Arash YOSHIDA (JPN), who had perhaps his biggest day in international wrestling, denied Erfan ALIZADEH (IRI) in the 97kg final.

Yoshida led 1-1 on criteria at the break in the final after he scored the stepout after Alizadeh's stepout. In the second period, Yoshida got the point for Alizadeh's passivity and then scored a stepout to lead 3-1 with 90 seconds left on the clock.

Alizadeh managed to score a stepout with seven seconds on the clock but Yoshida closed it out to win 3-2 to cap off a remarkable day of wrestling for him.

"I can say that it was a great day because I won at 97kg category," Yoshida said.

Arash YOSHIDA (JPN)Arash YOSHIDA (JPN) scores a takedown against Kyle SNYDER (USA). (Photo: United World Wrestling / Amirreza Aliasgari)

This final, however, was not Yoshida's biggest win of the day. Earlier in the semifinals, he defeated former world and Olympic champion Kyle SNYDER (USA) 5-5, his biggest win of the career.

Yoshida, however, dismissed that.

"That was kind a win by luck," he said. "Good technique at good timing but it was by chance I think."

Yoshida, who seems small for 97kg, was in all sorts of trouble for five minutes and 30 seconds of the match. Snyder clearly overpowered Yoshida and scored a takedown on the edge and as Yoshida was trying to sneak out of the hold, Snyder scored a pushout, all while Yoshida was on activity time.

Snyder led 4-0 before giving up a stepout and as both wrestlers maintained the intensity in the second period, Snyder's strength and positioning didn't let Yoshida get his on his attacks.

However, Yoshida managed to get a cut-back and a turn to lead 5-5 on criteria with 30 seconds on the clock. Despite Snyder's efforts, Yoshida managed to remain in contact and not get scored on to complete a top-class win.

"I compete in Bulgaria. I tried my best to prepare perfectly for this tournament also, but yeah I can say I still have tiredness from that," he said.

Despite the win over Snyder, Yoshida will continue training in his usual style to remain calm for big tournaments.

"I train like I always do," he said. "When I’m preparing for tournaments I become nervous but I think it’s important to do usual things to keep calm"

 

At 79kg, Gadzhimurad ALIKHMAEV (UWW) managed a perfect final to beat Paris Olympian Vladimeri GAMKRELIDZE (GEO), 4-1, and claim the gold medal.

Alikhmaev as wrestling only at the his second Ranking Series event of the career, having wrestling last at the Yasar Dogu in 2022. Since, he has been out of action for three years.

Japan dominated Women's Wrestling as usual winning two golds on offer on Thursday.

Umi ITO (JPN), who suffered her first international loss at the U23 World Championships in Tirana last year, made sure she took home better memories, winning the gold medal at 50kg.

Wrestling Paris Olympian Oksana LIVACH (UKR) in the final, Ito needed just 33 seconds to get a 10-0 technical superiority win, her fourth of the day.

Barring the quarterfinal against Nadezha SOKOLOVA (UWW) who threw Ito for a four-pointer using a headlock, the Japanese was in complete control of her bouts.

"In October, I lost at the U23 World Championships in Tirana and I felt extremely frustrated," Ito said. "But I'm very happy to be able to talk about that frustration on the same stage. After the U23s ended, I learned that I make small mistakes and give chances to my opponents, and that those kind of mistakes can affect the outcome of a match."

Despite her impeccable record internationally, Ito has not representated Japan at the senior World Championships as she is stuck behind Yui SUSAKI (JPN) and Remina YOSHIMOTO (JPN).

"Both Sasaki and Yoshimoto are opponents I have to defeat in order to participate in the Olympics," she said. "I believe that if I don't win at home first, we won't be able to win at the World Championships. So even after I return to Japan, I'll continue to practice and overcome the challenges so that I can win the Meiji Cup next June."

Haruna MURAYAMA (JPN)Haruna MURAYAMA (JPN) defeated Olga KHOROSHAVTSEVA (UWW) in the 55kg final. (Photo: United World Wrestling / Kadir Caliskan)

Japan won its second gold medal in Women's Wrestling through three-time world champion Haruna MURAYAMA OKUNO (JPN) defeated Olga KHOROSHAVTSEVA (UWW) 5-0 in the 55kg final.

She opened the day on a slow note, winning only 2-0 against Karla GODINEZ (CAN) but blanked former world silver medalist Oleksandra KHOMENETS (UKR) 10-0.

In the final, Khoroshavtseva was cautioned when Maruyama scored a stepout. With a 2-0 lead, Maruyama was content to keep the lead but Khoroshavtseva used open hands on the face and was cautioned again which gave one more point to the Japanese. A takedown late in the bout made it 5-0 for Maruyama.

RESULTS

Freestyle

79kg
GOLD: Gadzhimurad ALIKHMAEV (UWW) df. Vladimeri GAMKRELIDZE (GEO), 4-1

BRONZE: Ahmad MAGOMEDOV (MKD) df. Evan WICK (USA), via inj. def.
BRONZE: Khidir SAIPUDINOV (BRN) df. Hayk PAPIKYAN (ARM), 5-2

92kg
GOLD: Kamran GHASEMPOUR (IRI) df. Alan BAGAEV (UWW), 11-0

BRONZE: Michael MACCHIAVELLO (USA) df. Ahmed BATAEV (BUL), 3-1
BRONZE: Feyzullah AKTURK (TUR) df. Miriani MAISURADZE (GEO), via inj. def.

97kg
GOLD: Arash YOSHIDA (JPN) df. Erfan ALIZADEH (IRI), 3-2

BRONZE: Kyle SNYDER (USA) df. Dato PIRUZASHVILI (GEO), 10-0
BRONZE: Magomedgadji NUROV (MKD) df. Batyrbek TSAKULOV (SVK), 4-0

125kg
GOLD: Amir Hossein ZARE (IRI) df. Zelimkhan KHIZRIEV (UWW), 10-0

BRONZE: Kamil KOSCIOLEK (POL) df. Givi MATCHARASHVILI (GEO), 4-0
BRONZE: Dzianis KHRAMIANKOU (UWW) df. Hakan BUYUKCINGIL (TUR), via inj. (8-6)

Women's Wrestling

50kg
GOLD: Umi ITO (JPN) df. Oksana LIVACH (UKR), 10-0

BRONZE: Nadezhda SOKOLOVA (UWW) df. Katie DUTCHAK (CAN), 10-0
BRONZE: Erin GOLSTON (USA) df. MEIDUOLAJI (CHN), 4-2

55kg
GOLD: Haruna MURAYAMA (JPN) df. Olga KHOROSHAVTSEVA (UWW), 5-0 

BRONZE: Ekaterina VERBINA (UWW) df. Mariana DRAGUTAN (MDA), 10-0
BRONZE: Oleksandra KHOMENETS (UKR) df. Karla GODINEZ (CAN), 3-1