#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

#WrestleTirana

Muhamet Malo 2025: Bumpy ride to gold for Kiyooka in 53kg debut

By Vinay Siwach

TIRANA, Albania (March 1) -- When Olympic 53kg champion Akari FUJINAMI (JPN) moved up to 57kg last year, Moe KIYOOKA (JPN) emerged as the top wrestler in Japan at 53kg by winning the Emperor's Cup.

On Saturday, Kiyooka made her 53kg debut internationally at the Muhamet Malo Ranking Series in Tirana. Though she captured the gold medal, her road to gold was not a smooth sailing.

Kiyooka defeated European champion Andreea ANA (ROU) 6-0 in the final to given Japan its sixth gold medal in Women's Wrestling. The world 55kg champion opened her tournament with two technical superiority wins but come the semifinals, Kiyooka was given a reality check.

Liliia MALANCHUK (UKR) opened the scoring in the semifinals and led 6-0 after she used a bow and arrow to turn Kiyooka. A little stunned with start, Miyooka remained calmed and did not allow Malanchuk more openings. She clawed her way back to make it 8-8 but Malanchuk was leading on criteria. It was only after Kiyooka blasted a double-leg and later added more takedowns to 15-8.

"I didn't expect my opponent to score six points in the first place," Kiyooka said. "I was really nervous, and I was also thinking about how I was going to get it from here. There was still time to calm down so I thought that if I continued with my wrestling, I would be able to win. So I just kept in mind that I needed to stay calm without getting anxious."

In the final, Kiyooka wrestled European champion Andreea ANA (ROU) who kept the Japanese world champion quiet for the first period, with only 1-0 lead. But Kiyooka blasted double-legs in the second period, earning a stepout and takedown. A takedown finished things off for Kiyooka.

Kiyooka explained that she may have been victim of overthinking, about her opponents and their styles before the tournament began.

"I was wondering what level the foreign wrestlers in the 53kg class and how well I would be able to compete there," she said. "I researched information about each opponent, match by match, but I thought it was important to win with my own wrestling, so I looked at my opponent."

Kiyooka and other winners of Emperor's Cup will head to Amman for the Asian Championships. The tournament will be without the +2kg allowance which makes it even more difficult for Kiyooka.

"I was able to compete at 55kg this time, which was 2kg over, but I also lost weight," she said. "I'm planning to switch it up as soon as I get back and prepare for the Asian Championship. When it comes to the mat, I have felt that level of competition so high in  previous tournaments. I'm going to reconsider how I can win in wrestling, and I'm going to go back and practice."

Kiyooka's gold was sixth for Japan, which had seven female wrestlers at the Muhamet Malo. Only Nodoka YAMAMOTO (JPN) failed to win a medal at 76kg, a weight class won by Dymond GUILFORD (USA) who defeated Asian Games champion Aiperi MEDET KYZY (KGZ), 2-1, in the final.

Medet Kyzy was not impressed with a few referee calls in the final which only saw activity clock points. Guilford was leading 1-1 on criteria when Medet Kyzy was put on the 30-second clock with a minute left in the match.

Guilford's lead became 2-1 and despite Medet Kyzy's efforts, Guilford did not give up on defense. With 15 seconds on the clock, Guilford was about to be warned for fleeing and at the same time Medet Kyzy hit a leg-attack. But the referee whistle to warn Guilford at the exact moment.

Kyrgyzstan challenged the call and on review Medet Kyzy was seen grabbing Guilford's hair and the American was warned for fleeing. But there was no chance in the score with Guilford leading 2-1 with 10 seconds left.

Guilford would claim the gold with that score, ending Medet Kyzy's great run till the final with a silver medal.

At 57kg, two weeks after winning the 55kg silver medal at the Zagreb Open, Samantha STEWART (CAN) upgraded to gold at 57kg at Muhamet Malo, securing a fall over former U23 European champion Elvira SULEYMAN KAMALOGLU (TUR) with 50 seconds remaining on the clock.

The 34-year-old former world bronze medalist was in stunning form in Tirana, securing a fall over Tamara DOLLAK (HUN) and beating Tokyo Olympian Luisa VALVERDE (ECU) in the semifinals.

"Age is just a number and I don't want to cut weight anymore so I will be staying at 57kg," Stewart said.

With only four wrestlers, the 72kg weight class was a round-robin bracket and three-time world medalist Zhamila BAKBERGENOV (KAZ) emerging as the gold medalist. Three wrestlers ended with two wins each and it wasn't the Round 3 bout between Alla BELINSKA (UKR) and Alexandria GLAUDE (USA) that the medalists were decided.

Bakbergenova pinned Linda MACHUCA (ARG) in her Round 3 bout and finished with 9 classification points from three bouts. Belinska defeated Glaude 4-3 and had 9 classification points as well. However, Bakbergenova had 10 technical points scored while Belinksa had nine. Glaude, who had defeated Bakbergenova in Round 2, finished with a bronze medal.

RESULTS

53kg
GOLD: Moe KIYOOKA (JPN)    df. Andreea ANA (ROU), 6-0

BRONZE: Natalia MALYSHEVA (UWW) df. Zeynep YETGIL (TUR), 7-0
BRONZE: Yuxuan LI (CHN) df. Liliia MALANCHUK (UKR), 10-0

57kg
GOLD: Samantha STEWART (CAN) df. Elvira SULEYMAN KAMALOGLU (TUR), via fall

BRONZE: Amanda MARTINEZ (USA) df. Evelina HULTHEN (SWE), 4-3
BRONZE: Luisa VALVERDE (ECU) df. Tamara DOLLAK (HUN), 5-2

72kg
GOLD: Zhamila BAKBERGENOVA (KAZ)
SILVER: Alla BELINSKA (UKR)
BRONZE: Alexendria GLAUDE (USA)

76kg
GOLD: Dymond GUILFORD (USA) df. Medet KYZY AIPERI (KGZ), 2-1

BRONZE: Anastasiya ALPYEYEVA (UKR) df. Meile ZHANG (CHN), 2-1
BRONZE: Elmira SYZDYKOVA (KAZ) df. YANGLA (CHN), via fall