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Paris Olympics: Wrestling breaks new barriers, expands reach across continents

Thursday, August 22, 2024 - 14:05 By United World Wrestling Press

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CORSIER-SUR-VEVEY, Switzerland (August 22): More than half a million new fans in the digital community. An astounding 100 million engagements. And a remarkable 134 percent increase in social media impressions compared to Tokyo 2020.

At the Paris Olympics, it was a gold medal for wrestling.

UWW

On the mat, legends were born, records were set, and some moments would be remembered for ages. Off it, the sport broke new barriers, expanded its reach and engaged with a diverse audience as the United World Wrestling digital channels witnessed unprecedented growth during the Games.

The UWW’s online platforms recorded an impressive 11.2 percent increase in followers, adding over 508,000 new fans to its digital community. Compared to the growth in followers during the Tokyo Olympics, this figure represents a staggering 125 percent increase.

A large part of this surge was seen on Instagram, where the UWW gained 217,000 new followers. Facebook was a close second, adding 183,000 new followers while TikTok, the platform known for its short, engaging content, added 61,400 new followers. The growth across all platforms highlights the effectiveness of the UWW’s content strategy.

The inspiring clip of Greco-Roman star Mohammadhadi SARAVI (IRI), who won Iran’s first gold medal in the Paris Olympics drove the maximum engagement on Instagram. Saravi, who won a bronze medal in Tokyo, beat Artur ALEKSANYAN (ARM) 4-1 in the 97kg final.

Another Iranian, Rahman AMOUZAD, one of the most feared wrestlers in the 65 kg freestyle, went viral with a video in which he proclaimed himself the ‘king’. This post had the second-highest engagement while a slick clip of Frank CHAMIZO (ITA) was the third-most viewed, captivating the viewers and leading engagements as well as interactions.

These videos – and many others shared across UWW’s social media channels – resonated strongly with audiences, garnering record-breaking views. Overall, there were 330 million impressions, a remarkable rise of 134 percent compared to the Tokyo Olympics.

Moreover, the content also achieved 100 million engagements, and a 71 percent increase in reach compared to the previous Olympic Games. This surge in interaction underscores the high level of interest and excitement generated by UWW’s coverage of the Olympic wrestling events.

The video content drove UWW’s social media success. Across all platforms, UWW’s video content garnered over 156 million views, an extraordinary 205 percent increase compared to the Tokyo 2020 Olympics.

YouTube, in particular, saw significant traction with over 21 million views. This success was fueled by a mix of short and long-form videos apart from live streaming, with shorts emerging as the most popular content format.

With more than one million views, the YouTube video of AMAN (IND) getting his revenge over Zelimkhan ABAKAROV (ALB) with a win in the preliminary round. Aman, who won a bronze medal, had lost to Abakarov at the 2023 World Championships.

Chamizo’s video, Don't play with fire #WrestleParis, which went viral on Instagram was also a huge hit on YouTube with hundreds of thousands of viewers, making it the second-most watched video on the platform.

The Day Three highlights show which revisited one of the biggest upsets of the competition – Vinesh PHOGAT (IND) defeating Yui SUSAKI (JPN) in the women’s 50 kg first round – got the third-highest views on YouTube.

The UWW’s vibrant social media strategy was complemented by a robust email marketing campaign, which ran daily throughout the Olympic Games. The ongoing CRM campaigns helped boost engagement across Web, App and UWW+.

marketing, #development

Wiebe inspires next gen at UWW-IIS camp in India

Saturday, February 15, 2025 - 08:21 By Vinay Siwach

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KARNATAKA, India (February 15) -- Erica WIEBE (CAN), the 2016 Rio Olympic champion, usually doesn't take it around but for her India trip, she made sure to pack her gold medal from Rio.

Call it luck, the gold medal turned out to be the highlight of her trip.

In India for a masterclass at the international women's wrestling camp organized by the Inspire Institute of Sport and United World Wrestling, Wiebe got mobbed by 50 young wrestlers as she showed them her medal. Wrestlers from Jordan, Estonia, South Africa, Mauritius, Mongolia, Kazakhstan and hosts India, all part of the camp, wanted to touch it, feel it and may be keep it.

"To see the looks on their faces and in their bodies responding to what it felt like to hold the kind of weight of your dream in your hand, I got emotional with them," Wiebe says. "It was so surreal for me to share the medal with the athletes because it brought me back to where I was at that time, and how it felt like winning an Olympic gold medal was just like this impossible dream that would never happen. It's really important for me to come here and do things like this to remind these women that, these crazy, unimaginable things are real. They can happen and to encourage them to continue to dream big."

No wrestler could walk away without a photo. A few even got emotional as they took the medal in their hands.

"God, I don't know how many times I have dreamt about that in the night," U17 world bronze medalist Lisette BOTTKER (EST) says. "When I got the medal on my hands, I was also trying not to cry but the feeling is awesome."

Maya QUTAISHAT (JOR) adds, "It seemed like the dreams of most of us wrestlers in front of us. Like getting the Olympic gold medal."

UWW and IIS organized the camp for wrestlers from around the world from January 15 to 31. It was hosted by IIS at it's world class facility in Vijayanagar, a township in Ballari district of north Karnataka, India.

Wiebe held a masterclass for the wrestlers along with training sessions with IIS head coach Amir TAVOKKALIAN, a former world silver medalist and Asian champion.

"It's a really amazing development opportunity for a young wrestlers from all around the world," Wiebe said. "There's several nations here, and it's so incredible to see the level of talent and passion of these young athletes. At the camp this week, we've had a number of sessions kind of leveraging different unique styles, having the different countries lead different warmups. We're here at the Inspire Institute of Sport which is a phenomenal world class facility. We don't have anything like this in Canada, there's very few facilities like this in the world. It's really exciting to see that India has this.

"Not only that, they have this for their athletes training, but they've invited many countries around the world to share in this moment and to leverage the resources that are available here on this site."

IIS President Manisha MALHOTRA also visited the camp and threw some light on the partnership with UWW to grow the sport.

"We're very passionate about the sport from an Indian ecosystem point of view," Malhotra said. "But what we realized is that, we need to start looking outside India to bring in expertise, look in partnerships. With that in mind, I think there was no better partner than UWW.

"They’ve done a phenomenal job with wrestling worldwide and growing the sport very well. The idea was to have a very good mix of people, whether they are from a very developed wrestling nation or from an underdeveloped wrestling nation, it needs to be a common platform where people can extract some sort of benefit for everybody. That was the main premise with what we worked with."

Apart from the training, wrestlers at the camp used the high performance center at IIS and indulged in sightseeing.

"Training here is very strong. We come out of the mat sweating a lot, and it's very tough," Qutaishat said, "The girls here are very high level. When I wrestle them, I learn a lot of techniques and so many things that I usually don't see back in my country. But I get to explore more as I go out to the camps."

Wiebe had an advice for all wrestlers, especially coming from smaller countries to the development camps.

"I told the athletes the goals are: to have fun, and to get better," Wiebe said. "And how do you do that? You find strength on the edge of failure. You have to put yourself on the line. Wrestling is not easy. You see it on the athletes bodies. They're pushing themselves to their limits, physically and mentally. They are tired. I remember being that way as an athlete. You always have to find another level to yourself."