#DigitalTransformation

United World Wrestling together with N3XT Sports begins the digital transformation process

By United World Wrestling Press

COSIER-SUR-VEVEY, Switzerland and BARCELONA, Spain - United World Wrestling (UWW) and N3XT Sports today announced a new partnership under which N3XT Sports will support UWW to accelerate its digital transformation by creating a digital-first approach in the organization and transform the sport using digital tools.

UWW has already prioritized digital transformation as one of five strategic pillars for the governing body’s 2022-2026 Strategic Plan, which was presented and approved at the UWW Congress in 2021.

UWW aims to create new value for its ecosystem, grow the sport itself, and modernize and digitize its processes and operations. By embarking on this journey, UWW will future-proof the organization, optimize internal processes, generate sustainable financial revenues, provide support to all the national federations and the entire wrestling ecosystem. 

The partnership between UWW and N3XT Sports aims to accelerate this transformation process and ensure maximum efficiency and benefit through a multi-year investment. N3XT Sports has been supporting UWW since early 2021 as UWW recognized the need to create new sources of value to the sport. As such, UWW’s digital transformation journey, with the support of N3XT Sports, touches on both revenue maximization and cost optimization, increasing efficiency and providing shared services within its national federations and event organizers.

Nenad Lalovic, UWW President, said: One of the key areas of the 2022-2026 Strategic Plan, built together with our National Federations, is to embrace and foster digital transformation in order to modernize and digitize our organization. In order to achieve this, we have partnered with N3XT Sports, a leading digital transformation agency in the sport industry, that is guiding us to continuously create value for fans, wrestlers, and the global wrestling ecosystem, to ensure a sustainable and independent UWW through digital, data and innovation.”

UWW has modernized as an International Federation ever since rejoining the Olympic Program in 2013. The next stage of transformation for the federation is aimed at increasing the focus on a direct-to-consumer (D2C) strategy that delivers excellence in digital content and data to fans, media and marketing partners, as well as best-in-class shared digital, innovation and data tools to the National Federations (NF), local organizing committees, coaches, and wrestlers in order to ensure sustainable financial growth.

As part of the agreement, N3XT Sports will help design and develop the project through its digital arm, N3XT Labs. This will support on the creation and monetization of best-in-class data analytics tools and digital assets, as part of a reimagined UWW commercial portfolio, including a new UWW mobile application for fans and internal stakeholders, and Customer Data Platform (CDP) aimed at collecting and engaging data from all UWW digital audience touchpoints.

In addition, drawing on N3XT Labs’ digital expertise in sports and cloud architecture, the creation of a robust project governance structure will support the digital monetization of the UWW’s wider business strategy, whilst also developing new D2C revenue streams across the federation and its entire ecosystem.

Hisham Shehabi, COO of N3XT Sports, said: “We are thrilled to work with UWW and guide the federation through its digital transformation. To make this new digital strategy possible, UWW is committed to developing and launching various digital and data products to reach fans directly, without intermediaries, thus gaining a better understanding of their tastes and habits, and fundamentally, building the global home of wrestling and wrestlers. Our focus at N3XT Sports is to accelerate the construction and operation of this digital and data ecosystem that caters to UWW fans, internal stakeholders, national federations, and athletes.”

ABOUT United World Wrestling

United World Wrestling (UWW) is the international governing body for the sport of wrestling; its duties include overseeing wrestling at the Olympics. It presides over international competitions for various forms of wrestling, including Greco-Roman wrestling, freestyle wrestling for men and women, as well as others.

ABOUT N3XT Sports

N3XT Sports is an end-to-end digital transformation agency that works with international sporting organizations in football, basketball, and the Olympic Movement, to identify and address their most critical challenges, enabling them to achieve sustainable competitive advantage within the rapidly changing sports landscape. 

N3XT Sports was born in the world’s epicenter of innovation in Silicon Valley, has its operational HQ in Barcelona and its team is spread in different countries in Europe such as France, Italy, England, Spain, and Switzerland as well as in the United States, Morocco and Canada. 

Contact information

N3XT Sports - bea@n3xtsports.com
United World Wrestling - Eric.olanowski@uww.org

#WrestleBaku

Malmgren boosts Olympics preparations with U23 Euro title

By United World Wrestling Press

BAKU, Azerbaijan (May 23) -- Jonna MALMGREN’S (SWE) social media bio, glittering with gold medal emojis, will soon have a new addition.

A three-time European medallist [two gold and a silver], four-time U17 and U20 European medal winner, a U20 world champion and a Youth Olympics gold medallist, the Paris Olympic-bound wrestler added another title to her overflowing cabinet. The 23-year-old, on Thursday, won her second consecutive U23 European Championship gold medal here.

And she did it with minimal fuss, winning the final against Mariia VYNNYK (UKR) 5-0.

Competing in the 55kg category instead of her usual 53kg, Malmgren conceded only two points in her four bouts and that too in her opening match against Tuba DEMIR (TUR). After that 10-2 win, she didn’t allow any of her opponents the slightest of chances to nick a point from her.

Jonna MALMGREN (SWE)Jonna MALMGREN (SWE) used a duck under to score two points over Mariia VYNNYK (UKR) in the 55kg final. (Photo: United World Wrestling / Kadir Caliskan)

In the gold medal bout, Vynnyk tried testing Malmgren’s patience by blocking her attacking channels but the Swede isn’t a one-trick wrestler, as she has shown in the past.

Malmgren’s wrestling style can outfox many. She is never steady on the mat. Her legs constantly shuffle back and forth, and she moves around in circles. Her hands are always trying to break the opponent’s defense and the prying eyes look for the tiniest of gaps that she could exploit with her breathtaking speed.

Her Ukrainian opponent learned it the hard way. If Vynnyk planned to keep the scoreline close, she succeeded to an extent. But it was always going to be tough to sustain that level of defense, especially with the risk of being penalized for passivity, which she was inside the first two minutes of the bout.

Malmgren upped the ante in the second period, using a duck under to add two points to her tally. Then, with a little more than a minute remaining, she got control of Vynnyk’s arm and neck before turning her over onto her back for two more points.

Malmgren ran to her corner to celebrate her second consecutive title, the kind of performance that will leave her in good stead in the build-up to the Paris Olympics.

Mariia ORLEVYCH (UKR)Mariia ORLEVYCH (UKR) defeated Laura KUEHN (GER) to win the 76kg gold medal. (Photo: United World Wrestling / Kadir Caliskan)

It was a mixed day for Ukrainian wrestlers, who featured in three out of the five finals that were held on Thursday and lost two while winning one.

Minutes after Vynnyk lost to Malmgren, Elizaveta PETLIAKOVA (AIN) defeated Manola SKOBELSKA (UKR) 9-2 in the final of the 68kg category. It was the biggest title so far of the 20-year-old former U20 European silver medallist’s career.

But Mariia ORLEVYCH (UKR) ensured her country didn’t end the opening day of women’s wrestling with zero gold medals.

The former U20 European Championship silver medallist won the first title of her career as she defeated Laura KUEHN (GER) 6-0 in a lopsided 76kg final.

Orlevych looked in sublime form and was in the attacking mode from the get-go. Within the first 60 seconds, the Ukrainian used a one-on-two and scored a takedown over Kuehn for two points.

Kuehn defended well for the rest of the period but mid-way through the second period, Orlevych was on the offensive again, using the arm-drag to push her opponent on the mat for a further two points. Desperate to make a comeback, a tired Kuehn went for a single-leg attack but missed and Orlevych caught her on the counter to add two more points and seal the bout.

Natallia VARAKINA (AIN)Natallia VARAKINA (AIN), right, celebrates after winning the 50kg gold medal after beating Zehra DEMIRHAN (TUR), left, in the final. (Photo: United World Wrestling / Kadir Caliskan)

Earlier in the finals session, Natallia VARAKINA (AIN) won the gold medal in the most dramatic of circumstances, beating Zehra DEMIRHAN (TUR) 8-8 on criteria in the 50kg final.

Varakina led 8-4 with only 10 seconds remaining but Demirhan cut the deficit to two points with a push-out and a caution to Varakina. As the clock ticked down, with just seven seconds remaining, Demirhan forced another takedown to level the scores at 8-8. However, as she tried to sneak in another point, the time was up and Varakina was declared the winner by the virtue of a higher-point hold.

Alesia HETMANAVA (AIN)Alesia HETMANAVA (AIN) held on to a 5-3 win over Anastasiia SIDELNIKOVA (AIN) in the 59kg final. (Photo: United World Wrestling / Kadir Caliskan)

The 59kg final, a battle between two former U20 world champions, Alesia HETMANAVA (AIN) held on to a close 5-3 win over Anastasiia SIDELNIKOVA (AIN). Hetmanava was leading 4-0 with 25 seconds left in the bout when Sidelnikova scored her first point using a stepout. Both got in a tangle and Sidelnikova tripped Hetmanava who fell on her back and in danger of a fall, surviving that position as the time ran out.

Sidelnikova challenged asking for four points but the judges upheld the original decision of two points and Hetmanava won the gold medal 5-3.

Liliia MALANCHUK (UKR)Liliia MALANCHUK (UKR) will wrestle for the 53kg gold medal on Friday. (Photo: United World Wrestling / Jake Kirkman)

Ukraine puts three more in finals

Meanwhile, on Friday, Ukraine will have more chances to win a women’s wrestling gold medal at the U23 European Championships when their three more wrestlers take to the mat in the gold medal bouts on Friday.

Leading the way for them in Thursday’s early rounds and the semifinals was the U23 European Championship silver medallist and U23 Worlds bronze medal winner Liliia MALANCHUK (UKR) at 53kg.

Malanchuk didn’t concede a single point en route to the final, beating Venera NAFIKOVA (AIN) 8-0 in the quarterfinals and Laura STANELYTE (LTU) 7-0 in the semis. She will face home favorite Elnura MAMMADOVA (AZE) in the final.

Joining her in the title bout will be U20 European champion and U23 Worlds silver medallist Iryna BONDAR (UKR). Bondar wasn’t tested in her early rounds but was challenged in the semifinals by Alina KASABIEVA (AIN), who tried to make a late comeback. Bondar, however, prevailed 7-4 to set up a final encounter with Yana TRETSIAK (AIN) at 62kg.

The third Ukrainian in the final will be Nadiia SOKOLOVSKA (UKR) who, like her compatriot, was dominant in all her bouts. She will face Alina SHAUCHUK (AIN) in the 72kg gold medal match.

Paris-bound and former world champion Irina RINGACI (MDA) will wrestle for the 65kg after she showed the gulf in class at the age-group level. She scored a 10-0 win in the quarterfinal and then handed another Paris-bound wrestler, Nesrin BAS (TUR), a 8-2 loss. She will take on Ekaterina KOSHKINA (AIN) for the gold medal.

Koshkina dominated her semifinal 12-2 against Ingrid SKARD (NOR) but survived a scare in the quarterfinal against Kateryna ZELENYKH (ROU). Trailing 10-5, Koshkina secured a fall over Zelenykh.

The 57kg final will be a battle between Zhala ALIYEVA (AZE) and Elvira KAMALOGLU (TUR).

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RESULTS

50kg
GOLD: Natallia VARAKINA (AIN) df. Zehra DEMIRHAN (TUR), 8-8

BRONZE: Ana Maria PIRVU (ROU) df. Khrystyna BASYCH (SVK), 6-2
BRONZE: Natalia WALCZAK (POL) df. Gabija DILYTE (LTU), 5-2

55kg
GOLD: Jonna MALMGREN (SWE) df. Mariia VYNNYK (UKR), 5-0

BRONZE: Mihaela SAMOIL (MDA) df. Tuba DEMIR (TUR), 8-4
BRONZE: Anastasiia IANDUSHKINA (AIN) df. Aliaksandra BULAVA (AIN), 13-3

59kg
GOLD: Alesia HETMANAVA (AIN) df. Anastasiia SIDELNIKOVA (AIN), 5-3

BRONZE: Ruzanna MAMMADOVA (AZE) df. Ana Maria PUIU (ROU), via fall (8-0)
BRONZE: Amel REBIHA (FRA) df. Sevim AKBAS (TUR), 6-1

68kg
GOLD: Elizaveta PETLIAKOVA (AIN) df. Manola SKOBELSKA (UKR), 10-2

BRONZE: Viktoryia RADZKOVA (AIN) df. Sophia SCHAEFLE (GER), via fall
BRONZE: Karolina POK (HUN) df. Luciana BEDA (MDA), 5-3

76kg
GOLD: Mariia ORLEVYCH (UKR) df. Laura KUEHN (GER), 6-0 

BRONZE: Zsofia VIRAG (HUN) df. Nazar BATIR (TUR), 4-2
BRONZE: Olga KOZYREVA (AIN) df. Daniela TKACHUK (POL), via fall (5-4)

Semifinals

53kg
GOLD: Liliia MALANCHUK (UKR) vs. Elnura MAMMADOVA (AZE)

SF 1: Elnura MAMMADOVA (AZE) df. Laura STANELYTE (LTU), 7-0
SF 2: Liliia MALANCHUK (UKR) df. Sevval CAYIR (TUR), 11-0

57kg
GOLD: Zhala ALIYEVA (AZE) vs. Elvira KAMALOGLU (TUR)

SF 1: Zhala ALIYEVA (AZE) df. Solomiia VYNNYK (UKR), 3-1
SF 2: Elvira KAMALOGLU (TUR) df. Volha HARDZEI (AIN), 8-0

62kg
GOLD: Yana TRETSIAK (AIN) vs. Iryna BONDAR (UKR)

SF 1: Yana TRETSIAK (AIN) df. Viktoria VESSO (EST), 4-4
SF 2: Iryna BONDAR (UKR) df. Alina KASABIEVA (AIN), 7-4

65kg
GOLD: Ekaterina KOSHKINA (AIN) vs. Irina RINGACI (MDA)

SF 1: Irina RINGACI (MDA) df. Nesrin BAS (TUR), 8-2
SF 2: Ekaterina KOSHKINA (AIN) df. Ingrid SKARD (NOR), 12-2

72kg
GOLD: Nadiia SOKOLOVSKA (UKR) vs. Alina SHAUCHUK (AIN)

SF 1: Nadiia SOKOLOVSKA (UKR) df. Olesia BEZUGLOVA (AIN), via fall (7-0)
SF 2: Alina SHAUCHUK (AIN) df. Bukrenaz SERT (TUR), 2-1