#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

Murtazaliev defends U23 European gold; Azerbaijan wins Greco team title

By United World Wrestling Press

BAKU, Azerbaijan (May 22) -- Magomed MURTAZALIEV (AIN) fell on his knees. Abubakar KHASLAKHANAU (AIN) looked around in a daze, his hands on the back of his head. Both breathing heavily, both barely able to walk any extra step than needed.

This was a fight for the gold medal between the two giants of the Greco-Roman 97kg category. Murtazaliev, a senior European Championship silver medallist and defending champion of the U23 continental tournament but missing out on a Paris Olympics spot. Khaslakhanau, a senior European bronze medallist, looking for his maiden U23 title, which would have been a perfect boost for his Olympic preparations.

After grueling six minutes, which tested the strength and stamina of both wrestlers to the limit, it was Murtazaliev who finished on top. The 23-year-old defeated Khaslakhanau 4-1 to defend his title here in Baku.

Magomed MURTAZALIEV (AIN)Magomed MURTAZALIEV (AIN) defends a throw from Abubakar KHASLAKHANAU (AIN) in the 97kg Greco-Roman final. (Photo: United World Wrestling / Kadir Caliskan)

Murtazaliev made all the early moves, using an underhook in search for a proper grip over Khaslakhanau. Shortly after one minute, the Paris Olympics-bound wrestler was penalized for passivity. Murtazaliev got a point for that and then used a strong gut-wrench for two points despite some exceptional defense from his opponent.

Khaslakhanau had his moments including the par terre in the second period. He completed a throw but Murtazaliev did not land in danger, forcing Khaslakhanau to challenge but to no avail. Murtazaliev used all his might to defend his 4-1 lead and ensure he ended the evening with a gold medal hanging around his neck.

Murtazaliev and Khaslakhanau embraced each other after the end of the bout when they left the mat. But it was the home wrestlers that celebrated the most as Azerbaijan won the team title with 163 points. Georgia finished second with 138 points and Turkiye was third with 135 points.

Gurban GURBANOV (AZE)Gurban GURBANOV (AZE) celebrates after winning the 82kg gold medal in Baku. (Photo: United World Wrestling / Jake Kirkman)

The major contribution to Azerbaijan’s team title came from Gurban GURBANOV (AZE), who beat Islam ALIEV (AIN) 8-2 in an action-packed bout to win his second successive title.

But the scoreline hardly captures the drama that unfolded.

Only 30 seconds into the bout, Gurbanov requested a challenge, accusing Aliev of blocking using his hands on legs. The challenge was upheld and Aliev was cautioned, with the defending champion awarded two points.

That, however, was only the beginning. A minute later, Gurbanov had the par terre advantage, sending the home crowd into a frenzy. Those in the stands had more to cheer for after Gurbanov used a high gut to turn Aliev and extend his lead to 5-1.

Desperate to reduce his deficit, Aliev threw the kitchen sink at his rival. He got the par terre but failed to score and even asked for a challenge for blocking by Gurbanov only to see him lose one more point for a lost challenge. Just then, however, things started to get heated. A minute into the second round, Gurbanov alleged that Aliev pushed him out of the mat – and over the podium. The momentum carried the home favorite behind the judge’s table and as he walked back onto the mat, he held his left leg and looked in some discomfort.

After a stepout, Aliev head-butted Gurbanov with 1:33 left on the clock. He was awarded two points for dangerous play as Aliev received another caution.

The penalty points combined gave Gurbanov enough cushion to defend his lead in the closing moments and although Aliev did not give up, it was too big a gap to close down. Amidst a din, Gurbanov draped his country’s flag around his shoulders and took a lap of honor.

Mert ILBARS (TUR)Mert ILBARS (TUR), behind, scored the match-winning stepout against Nihad GULUZADE (AZE) from this position. (Photo: United World Wrestling / Jake Kirkman)

Azerbaijan very nearly celebrated a second gold medal of the night. However, Nihad GULUZADE (AZE) came up agonizingly short against Mert ILBARS (TUR) in the 60kg final, losing 2-1.

Both wrestlers produced strong defensive performances, but the bout was anything but defensive. Guluzade, in particular, would leave the tournament with a feeling of ‘what if’. After the two wrestlers exchanged points for par terre with Ilbars leading 1-1 on criteria, Guluzade got the third par terre position late in the bout. The third call only offers position advantage and no points but Ilbars didn’t allow his opponent a proper grip and instead forced a remarkable turnaround to get into an attacking position and score a point from a push out.

For the rest of the bout, Ilbars defended as if his life depended on it and came out on top by the narrowest of margins.

Giorgi CHKHIKVADZE (GEO)Giorgi CHKHIKVADZE (GEO) celebrates after winning the 72kg gold medal. (Photo: United World Wrestling / Kadir Caliskan)

Meanwhile, Giorgi CHKHIKVADZE (GEO) beat Vilius SAVICKAS (LTU) 8-0 to win the gold medal in the 72kg category and add a second U23 European title. That win propelled Georgia over Turkiye in the team title race.

Turkiye could have finished second had Azat SARIYAR (TUR) won the 67kg 67kg final. Instead, Daniial AGAEV (AIN) rolled to an 11-1 technical superiority win to capture the gold at 67kg.

Jonna MALMGREN (SWE)Defending champion Jonna MALMGREN (SWE) reached the 55kg final. (Photo: United World Wrestling / Kadir Caliskan)

Malmgren on course to defend her title

Women’s wrestling star Jonna MALMGREN (SWE) stayed on course to winning her second consecutive U23 title after she reached the 55 kg category final.

Malmgren, one of the contenders for the Paris Olympics, was the odds-on favorite to defend her crown in Baku and it didn’t take long to understand why. The two-time senior European champion, who added a silver this year, was dominant in all her bouts, scoring 22 points and conceding just two.

The 22-year-old Swede will face Mariia VYNNYK (UKR), who has already improved on her performance from last year’s continental championship but will be hoping for a top-of-the-podium finish, which would also be her best-ever performance.

Vynnyk will be one of the three Ukrainian wrestlers who will have a shot at the gold medal on Thursday. In 68kg, Manola SKOBELSKA (UKR) will take on Elizaveta PETLIAKOVA (AIN) in the title round whereas Mariia ORLEVYCH (UKR) will face Laura KUEHN (GER) in the 76kg final.

df

RESULTS

60kg
GOLD: Mert ILBARS (TUR) df. Nihad GULUZADE (AZE), 2-1

BRONZE: Dinislam BAMMATOV (AIN) df. Olivier SKRZYPCZAK (POL), 6-3
BRONZE: Melkamu FETENE (ISR) df. Georgios SCARPELLO (GER), 4-3

67kg
GOLD: Daniial AGAEV (AIN) df. Azat SARIYAR (TUR), 11-1

BRONZE: Oleg KHALILOV (UKR) df. Yanis GUENDEZ NIFRI (FRA), 2-2
BRONZE: Diego CHKHIKVADZE (GEO) df. Dimitar GEORGIEV (BUL), 9-1

72kg
GOLD: Giorgi CHKHIKVADZE (GEO) df. Vilius SAVICKAS (LTU), 8-0

BRONZE: Ruslan NURULLAYEV (AZE) df. Petar GORNYASHKI (BUL), 7-4
BRONZE: Vasile ZABICA (MDA) df. Giovanni ALESSIO (ITA), 5-4

82kg
GOLD: Gurban GURBANOV (AZE) df. Islam ALIEV (AIN), 8-2

BRONZE: Deni NAKAEV (GER) df. Alexandru SOLOVEI (MDA), 4-1
BRONZE: Vladimeri KARCHAIDZE (FRA) df. Leon RIVALTA (ITA), via fall (11-4)

97kg
GOLD: Magomed MURTAZALIEV (AIN) df. Abubakar KHASLAKHANAU (AIN), 4-1

BRONZE: Murad AHMADIYEV (AZE) df. Aapo VIITALA (FIN), 11-0
BRONZE: Anton VIEWEG (GER) df. Luka KATIC (SRB), 3-1

Women's Wrestling Semifinals

50kg
GOLD: Natallia VARAKINA (AIN) vs. Zehra DEMIRHAN (TUR) 

SF 1: Natallia VARAKINA (AIN) df. Ana PIRVU (ROU), 10-0
SF 2: Zehra DEMIRHAN (TUR) df. Gabija DILYTE (LTU), 6-4

55kg
GOLD: Mariia VYNNYK (UKR) vs. Jonna MALMGREN (SWE) 

SF 1: Jonna MALMGREN (SWE) df. Mihaela SAMOIL (MDA), via fall (8-0)
SF 2: Mariia VYNNYK (UKR) df. Aliaksandra BULAVA (AIN), 11-0

59kg
GOLD: Anastasiia SIDELNIKOVA (AIN) vs. Alesia HETMANAVA (AIN)

SF 1: Alesia HETMANAVA (AIN) df. Ana Maria PUIU (ROU), 11-0
SF 2: Anastasiia SIDELNIKOVA (AIN) df. Sevim AKBAS (TUR), 5-1

68kg
GOLD: Manola SKOBELSKA (UKR) vs. Elizaveta PETLIAKOVA (AIN)

SF 1: Elizaveta PETLIAKOVA (AIN) df. Sophia SCHAEFLE (GER), via fall (6-0)
SF 2: Manola SKOBELSKA (UKR) df. Karolina POK (HUN), 2-0

76kg
GOLD: Laura KUEHN (GER) vs. Mariia ORLEVYCH (UKR)

SF 1: Mariia ORLEVYCH (UKR) df. Nazar BATIR (TUR), 3-2
SF 2: Laura KUEHN (GER) df. Olga KOZYREVA (AIN), 9-8