‘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.

#JapanWrestling

Kiyooka, Kusaka secure chance to add first world titles to Paris golds

Sunday, June 22, 2025 - 17:13 By Ken Marantz

TOKYO (June 22) -- Kotaro KIYOOKA and Nao KUSAKA both lived up to their lofty status as Olympic champions. Now each will get a chance to add a first world title to their Paris gold.

Kiyooka and Kusaka, competing in their first major competition since triumphing at Paris 2024, both won titles on the final day of the Meiji Cup All-Japan Championships, then returned to mat to beat the same opponent in a playoff for this year's World Championships.

In one of the most anticipated duels of the tournament, Kiyooka, the Paris champion at freestyle 65kg, pulled off a double victory over former Nippon Sports Science University teammate and Asian champion Kaisei TANABE, whose chances were hampered by a knee injury in the playoff.

"It's my first time to be involved in a playoff and to face the same opponent twice on the same day," Kiyooka said. "It was a learning experience and a good opportunity."

Also Read: Motoki stuns Ozaki with last-second win in Japan's world team playoff

Kusaka, who has a 2023 world bronze to go along with his Paris gold at Greco 77kg, showed little effects of a recent back injury that curtailed his preparation in defeating Kodai SAKURABA to earn a ticket to the World Championships to be held Sept. 13-22 in Zagreb.

The four-day Meiji Cup at Tokyo Metropolitan Gym was serving as the second of two domestic qualifiers for the team to Zagreb, along with the Emperor's Cup All-Japan Championships in December. A victory at both tournaments earned an automatic spot, while a playoff was held at the end of each day to decide between separate winners.

Both Kiyooka and Kusaka had participated in the German Bundesliga in the autumn after the Paris Olympics, but otherwise had joined the vast majority of Japan's medalists who reaped the rewards of their new-found fame, attending special events and appearing on variety TV shows.

They, along with Sakura MOTOKI at women's 62kg, were the only ones among Japan's eight gold medalists who decided to return to the mat in earnest at the Meiji Cup.

Kotaro KIYOOKA (JPN) Kotaro KIYOOKA scores four with a unique throw in the freestyle 65kg playoff with Kaisei TANABE. (Photo: Takeo Yabuki / wrestling-spirits.jp)

For the 24-year-old Kiyooka, making it to his first World Championships gives him a chance to prove that his victory in Paris was no fluke and that he is no one-hit wonder.

"Before the Olympics, the word out there was that I wouldn't win, but I managed to turn that idea on its head," Kiyooka said. "Still, I'm a champion who came out of the blue, so I'm really not the established king. I want to take the world title so that people both at home and abroad recognize that Kotaro Kiyooka is the true champion."

He and Tanabe, who won his first career Emperor's Cup title in December, have often sparred together in practice, but had never faced each other in an official match.

In an entertaining final that featured a constant tangle of legs and arms amid wild scrambles, Tanabe struck first with a takedown, but Kiyooka responded with a takedown-gut wrench combination to go into the second period ahead 4-2.

Tanabe, the son of NSSU coach and 2004 Sydney Olympic bronze medalist Chikara TANABE, put the pressure on, but could only manage a late stepout as Kiyooka held on for a 4-3 victory.

Kotaro KIYOOKA (JPN) Kotaro KIYOOKA works for a takedown against Kaisei TANABE during the freestyle 65kg playoff. (Photo: Takeo Yabuki / wrestling-spirits.jp)

In the playoff, Kiyooka opened with a stepout off a scramble, then received an activity point. But when he scored a stepout late in the period, Tanabe was slow to get up and indicated he had suffered a knee injury.

Tanabe bravely forged on and scored 2 off a counter lift off a Kiyooka takedown attempt, but Kiyooka kept his leg hold and made it 7-2 with an intriguing 4-point move.

With Tanabe on his back, Kiyooka stood straight up, then moved to the edge, where he launched an aerial cartwheel that caused Tanabe to land flat on his back.

"I wanted to lift him up and get a big point," Kiyooka said. "But Tanabe is a competitor with a high level of talent and athleticism, and if I didn't do it right, he could be the one to get the points. I was glad that I gave it a try.

"To get a big score provides an advantage later on. From now, I'm going to need a move like that, because without it, I'll have to settle for one or two points, which makes it easier for the opponent to catch up. I'm going to add it to my regular practice."

Tanabe stayed down and took an injury timeout, and it was soon after that Kiyooka put the match away with a counter lift and two exposures to win 13-2 in 5:45.

"My opponent's condition wasn't very good in the final, and then his knee became painful in the playoff," Kiyooka said. "So he wasn't at his best, but I couldn't let that sway me and I had to fight to the end.

"At this tournament, the main thing was to win, as it was where I was making my return. I'm also also making a new start with a new company affiliation and wanted it to go right, so I'm glad I could win the title and make the team to the World Championships."

Kiyooka, whose younger sister Moe lost a playoff at women's 53kg on Saturday, said the extended layoff caused him some concern.

"There was some anxiety, but as long as I did what I needed to do, I thought it would lead to a result like this," Kiyooka said. "There are only so many days until the Los Angeles Olympics, and this have given me an idea of what I will need to work on to put it all together."

Nao KUSAKA (JPN) Nao KUSAKA bulls his way to a takedown in the Greco 77kg playoff with Kodai SAKURABA. (Photo: Takeo Yabuki / wrestling-spirits.jp)

Kusaka never seemed in danger in either of his matches against Emperor's Cup champion Sakuraba, nor did he show the dominance that led to Olympic gold.

In the Meiji Cup final, Kusaka came away with a 5-1 win in which he scored no technical points. In the first period, he received a passivity point, then when Sakuraba tried to escape from the bottom of par terre, he was hit with a 2-point penalty for a leg foul, and an unsuccessful challenge made it 4-0. Kusaka then received a second passivity point in the second period and that was it.

Kusaka was more productive in the playoff, bulling his way to a takedown in the first period and a stepout in the second in chalking up a 4-1 victory.

"I became more fatigued that I expected," Kusaka said. "It's been awhile since I went all out. No matter how much you build up in practice, you don't get the tension that you get in a match."

Kusaka revealed that his preparations were curtailed when he suffered a serious back strain while weight training in late May. He said the injury was so serious, it was first time he ever had to be transported on a stretcher.

"I had good luck when it came to the Olympics, but this time I had to go through that," he said. "For two weeks, I couldn't wrestle at all and I spent a week in bed."

Like Kiyooka, Kusaka wants to enhance his relatively slim resume with a world title.

"I've been wrestling 21, 22 years, and it's something I've always aspired to," Kusaka said. "I'm getting attention as an Olympic champion, but I want to be active around the world. The 2024 season went extremely well and I received the MVP award, which was great. But I don't want to be a one-hit wonder. I have to keep getting results."

Kyotaro SOGABE (JPN) Kyotaro SOGABE squares off with longtime rival Katsuaki ENDO in the Greco 67kg playoff. (Photo: Takeo Yabuki / wrestling-spirits.jp)

Another playoff of note occurred at Greco 67kg, where Paris Olympian Kyotaro SOGABE secured his latest triumph over longtime rival and fellow NSSU alum Katsuaki ENDO.

Endo won the Emperor's Cup in Sogabe's absence, but the latter set up the playoff with a 4-0 victory in the Meiji Cup final in which he twice received passivity points, scoring a gut wrench after his second chance at par terre. In the playoff, Sogabe never gave Endo an opening and rolled to a 9-0 victory.

Rin SAKAMOTO (JPN) Teenager Rin SAKAMOTO gestures after securing his ticket to the senior worlds at freestyle 57kg. (Photo: Takeo Yabuki / wrestling-spirits.jp)

Among the two men's weight classes that did not need to go to a playoff, teenager Rin SAKAMOTO secured his ticket to Zagreb at freestyle 57kg by crushing Kento YUMIYA 10-0 to complete the Emperor's Cup-Meiji Cup double.

The 19-year-old Sakamoto is a maverick among Japanese wrestlers, in that he decided to pursue a collegiate career in the United States, where he now competes for powerhouse Oklahoma State University.

He admittedly had trouble at the Emperor's Cup adjusting back to freestyle after practicing in the American folkstyle. But this time, with the U.S. collegiate season over, he was able to focus exclusively on the international style.

Sakamoto had a disappointing showing at the Asian Championships, where he lost in the bronze-medal match, but returned to Japan in April and won the qualifying tournament for the World U20 Championships.

Regarding making his first senior worlds, Sakamoto said, "I'm excited," citing the fact that he can match Tokyo Olympic champion Takuto OTOGURO, who was also 19 when he won the world title in 2018. Unfortunately, should Sakamoto triumph in Zagreb, he will fall one month short of Otoguro's record for Japan's youngest-ever male world champion.

At Greco 60kg, Emperor's Cup champion and two-time Asian medalist Kaito INABA defeated Yu SHIOTANI 5-2 in the final to earn his first trip to the World Championships.

Asian and world U23 champion Kodai TAKAHASHI will get another shot at the senior worlds after he defeated Emperor's Cup champion Hikaru TAKATA 3-0 in the freestyle 74kg playoff.

Takahashi, who missed the Emperor's Cup due to an injury suffered while competing at 79kg at last year's non-Olympic worlds, secured a place in the playoff by beating Takata in Saturday's semifinals. then topping Masaki SATO 3-1 in the Meiji Cup final.

Day 4 Results

Freestyle

57kg (11 entries)
GOLD: Rin SAKAMOTO df. Kento YUMIYA by TF, 10-0, 2:22

BRONZE: Rikuto NAGAI df. Kodai NAKAISHI by TF, 10-0, 5:59
BRONZE: . Rikuto ARAI df. Fuga SASAKI, 4-1

65kg (9 entries)
GOLD: Kotaro KIYOOKA df. Kaisei TANABE, 4-3

BRONZE: Shinnosuke SUWAMA df. Ryuto SAKAKI, 8-5
BRONZE: Yuto NISHIUCHI df. Takuma AKIYAMA by TF, 10-0, 5:45

World Team Playoff: Kiyooka df. Tanabe by TF, 10-0, 5:45

74kg (12 entries)
GOLD: Kota TAKAHASHI df. Masaki SATO, 3-1

BRONZE: Kanata YAMAGUCHI df. Hikaru TAKATA by Def.
BRONZE: Toki OGAWA df. Tenju HOSAKA, 2-1

World Team Playoff: Takahashi df. Takata, 3-0

Greco-Roman

60kg (8 entries)
GOLD: Kaito INABA df. Yu SHIOTANI, 5-2

BRONZE: Seima TOKUHARA df. Eiru TAKAYAMA, 5-2
BRONZE: Koto GOMI df. Maito KAWANA, 7-7

67kg (12 entries)
GOLD: Kyotaro SOGABE df. Katsuaki ENDO, 4-0

BRONZE: Kensuke SHIMIZU df. Chiezo MARUYAMA, 3-2
BRONZE: Haruto YABE df. Kojiro HASEGAWA, 8-5

World Team Playoff: Sogabe df. Endo by TF, 9-0, 5:50

77kg (10 entries)
GOLD: Nao KUSAKA df. Kodai SAKURABA, 5-1

BRONZE: Fuga MISAIZU df. Shu YAMADA by Def.
BRONZE: Isami HORIKITA df. Naoki KADODE, 5-3

World Team Playoff: Kusaka df. Sakuraba, 4-1

‘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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Kiyooka, Kusaka secure chance to add first world titles to Paris golds