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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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Wrestling for schools: UWW, ISF take steps to encourage students

Thursday, December 14, 2023 - 13:51 By United World Wrestling Press

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LAUSANNE, Switzerland (December 14) -- United World Wrestling and International School Sport Federation entered into a Memorandum of Understanding (MoU) to cooperate and facilitate collaboration between ISF and UWW for the promotion of wrestling and beach wrestling in schools.

The two federations will strive to establish wrestling and beach wrestling as recognized sports among National School Sport Federations and strengthen overall cooperation and partnership between the two organizations and their members.

UWW President Nenad LALOVIC and ISF President Laurent PETRYNKA, along with other representatives from both organizations, met in Lausanne during the International Federation Forum to ink the cooperation.

"Wrestling is a sport that prepares you both physically and mentally," Lalovic said. "It is a sport that transcends the lessons learned on the mat to those needed through life. This is why it is important to have the opportunities the sport of wrestling provides embedded in the school curriculum."

UWW and ISF will now work on similar lines and look to bring wrestling into education at both local and international levels, attracting school-age enthusiasts of the sport and fostering cooperation between UWW and ISF with local authorities.

"Wrestling provides a pathway that can uniquely prepare the youth of tomorrow by building their confidence, improving their self-esteem and sense of belonging, and creating mental and physical discipline from a young age," Lalovic added. "Wrestling is a sport that continues to stand the test of time and I am confident the more people who wrestle the more we prepare youth to have a bright future."

The focus will also be on promoting girls' school sports and encouraging students of all genders to practice wrestling, on the mat and the beach.

The cooperation will extend to the field of play as well and both organizations will work to identify and implement synergies, establish a training and assessment unit for International/National Technical Officials, promote sustainability, the principles of fair play and integrity, and join the fight against all forms of racism in sport.

School wrestling can be used as a development platform for experimenting with new rules and formats or any other innovation as well.

Off the mat, both UWW and ISF will work to organize workshops, seminars, and other educational events for technical officials and teachers, especially PE teachers and a Technical Officials Education Program, specifically targeting youth, will be developed and implemented. This program will aim to ensure the future participation of youth officials at various events.

To help countries that suffer from a lack of school sports, UWW will provide experts for teaching and coaching sessions for the School Sport Foundation to promote wrestling in such countries. It will also define an educational calendar with ISF before the ISF competitions to provide experts to deliver education courses.

The partnership is a step towards taking wrestling to a wider sphere, especially at the school level.