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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+.

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Good governance at UWW: most women ITOs at Paris 2024, reserved seats in Bureau

Friday, July 12, 2024 - 04:45 By United World Wrestling Press

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CORSIER-SUR-VEVEY, Switzerland (July 11) -- United World Wrestling will send its highest number of female International Technical Officers (ITOs) to Paris 2024. This marks a significant jump with 22 percent of the total wrestling ITOs for Paris 2024 begin women.

Continuing its efforts towards gender balance, UWW will send 11 ITOs to Paris, the most in wrestling history at the Olympic Games. The first female ITO in wrestling at the Olympics was back in 1988 at the Seoul Olympics.

In another significant move, UWW amended its constitution to reserve two more seats for women in the Bureau, thereby bringing the minimum number of women Bureau members to five. The number of vice presidents was also increased from the current number of five to six, including a minimum of two women vice presidents.

These steps were in line with the good governance that UWW strives for in its work. The results of the past efforts are reflected in the fifth governance report of the Association of Summer Olympic International Federations published last month.

UWW moved from Group B to Group A2 in the ASOIF report, scoring 188 points out of a maximum of 240 points and progressed since the last review, moving up one group.

The ASOIF also used UWW's example to demonstrate good ways to showcase organizational structure, allowances and benefits in finance, the conduct of elections, announcing of open positions, competition law compliance, appeal process and data protection and IT security.

UWW was one of the 32 International Federations that participated in the study which includes five sections -- transparency, integrity, democracy, development and sustainability and control mechanisms.

Each of these sections is further divided into 12 indicators and the ASOIF scores each IF based on these indicators.

The first review of IFs was conducted in 2016-17. In the latest review, all 32 IFs exceeded the target of 150 out of 240, and most saw their score on the 50 retained indicators increase by a meaningful amount.