#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

#JapanWrestling

Wrestling prodigy Ono takes big strides, with family's support

By Vinay Siwach

JAPAN (January 8) -- Ben ASKREN calls him the 'best wrestler on the planet.' Jordan BURROUGHS (USA) invited him as a special guest to his academy. Kids are lining up to take his autograph. Wrestling social media pages have numerous highlights of him.

No wrestler has been talked about as much as Masanosuke ONO (JPN) in recent times, and not because he has a soy sauce named after him.

Two months have passed since he won the World Championships on the first attempt, but Ono remains the hottest topic in wrestling. Currently in the United States for various commitments, Ono first broke out by winning the U20 World Championships in October, and two weeks later, he rocked the world with his run at the World Championships in Tirana.

The 20-year-old, using his speed and a lethal gut wrench, dominated Olympic champion Zavur UGUEV (AIN), blanked world champion Vitali ARAJAU (USA) and posted three other technical superiority wins en route to the gold medal at 61kg. All that with a broken ankle.

"One month ago, I broke my ankle, and I couldn't practice at all," Ono had said after winning the gold in Tirana. "The Uguev match was my first live wrestling match after the fracture, and I was very unsure how I would do."

"It's like a dream for us," said Noriko, Ono's mother, who watched her son in the arena in Tirana. She was joined by her husband Masaharu, who was equally elated with his son's success.

Masanosuke ONO (JPN)
Masanosuke ONO (JPN) with his with sister Konami, left and Abdulrashid SADULAEV (center).

This was not the first time the couple had traveled with the Ono for a wrestling tournament. Well before Masanosuke became a world-known wrestler, the Ono household had been traveling for wrestling. In 2015, they traveled to Las Vegas for the World Championships. Photos of Ono with Burroughs and other wrestlers went viral on social media after he won.

Masaharu has several anecdotes of his son Ono's childhood, especially from wrestling tournaments.

"We stayed at the same hotel as the wrestlers in 2015," Masanharu recounts. "One day, he was missing. We searched for him in the hotel and later found that he was eating with Haji Aliyev and going around wrestlers' rooms to get autographs."

Jordan BURROUGHS (USA)
Jordan BURROUGHS (USA) poses for a picture with Masansuke and Konami ONO in 2015.

Ono's parents were not the only ones surprised. Former world champion Yuki TAKAHASHI (JPN), who was wrestling at 57kg in the 2015 World Championships, heard a rumor that a little wrestler from Japan had come to Las Vegas to watch the World Championships.

"It's very rare in Japan, and he's the only little wrestler I've ever known who has traveled all the way overseas to watch matches like this," Takahashi says. "That was the first time I saw him, in the hotel. I was the same age at the time as he is now, a third-year university student. I don't remember talking to him directly, but I remember feeling very happy watching him running around with a big smile on his face."

Takahashi, a two-time Olympian for Japan, is now a coach at Yamanashi Gakuin University, the school that produced Tokyo Olympic champion Takuto OTOGURO (JPN) and where Ono is a third-year student now.

Masanosuke ONO (JPN)
Masanosuke ONO (JPN) wrestling in school.

His story, however, begins way back -- when Ono was in kindergarten. Or, more specifically when he was removed from a music class. 

Unable to sit still and constantly interrupting his teacher, Ono was asked to leave the class. "The teacher was angry and told him to take up wrestling," Masaharu says.

Turns out, music's loss is wrestling's gain.

Ono's father Masaharu had no experience in wrestling, he practiced Kendo, a form of martial arts that uses sticks. Yet, he trained Ono, and himself fell in love with the sport.

"Wrestling, a sport in which you don't use any equipment, you compete using only your body," he says. "It's a fair competition. Whether you win or lose, you are solely responsible. There are no excuses. The match starts and ends with a handshake. I love that about it. I incorporated elements of Kendo into Masanosuke's wrestling. So I coached him, even though I had no experience."

Kenichiro FUMITA(JPN)The Ono siblings with Kenichiro FUMITA(JPN) in 2016.

Soon, Ono's sister Konami joined the training. Konami is two years younger than Ono but is already making a name for herself. She won the Japan Queen's Cup in 2023 and won silver at the U17 World Championships at 61kg after she won the prestigious Klippan Lady Open.

In the Ono household, wrestling became a way of life. Masaharu would take his kids to most domestic competitions in Japan. If not competing, they would travel to watch. He even made a "Save Olympic Wrestling" banner in 2013 when wrestling was dropped from the Olympic program.

At the 2012 Japan Championships, Kenichiro FUMITA (JPN) made a stunning debut, winning the gold medal. Later that day, Ono recognized Fumita outside the arena and ran to get his first autograph.

Yuki TAKAHASHI (JPN)Yuki TAKAHASHI (JPN), center, a coach at the Yamanashi Gakuin University, pictured with Masanosuke ONO (JPN), second from right.

Ono would join Yamanashi Gakuin University, and Takahashi would see him again since the 2015 World Championships.

"He had grown bigger since I came to watch the World Championships, but he looked like he was having fun practicing, and his attitude seemed the same as it was back then," Takahashi says. "My first impression was that he was stronger in defense than in attack. I remember it was hard to score points. We had a lot of sparring, and watching him wrestling with pure joy made me feel young again."

Takahashi says that he expected Ono to be dominant once he is free of injuries and begins competing internationally. 

"He had a lot of injuries and was unable to participate in many domestic tournaments for a long time, but when he is not injured and can train normally, he is really strong," he says. "He does not lose to fighters in higher weight classes. When he first entered the school, he was very weak even when sparring with me, but now he is really strong and has good natural ability, so I can feel his strength."

Ono made his international debut at the 2024 Asian Championships in 65kg and returned with a bronze medal from the Asian Championships after he was pinned by Tulga TUMUR OCHIR (MGL) who used a perfect arm throw. He dropped back to 61kg, a weight class more suited to him, and Ono was a menace.

"He doesn't change his wrestling style depending on his opponent but sticks to his own style. I expected him to win both the World Championships, but I didn't expect him to win so overwhelmingly."

The reason for Ono's ability to be the best on the mat comes from his speed. Takahashi explained that Ono researches a lot on his opponent and is quick to understand their gameplan.

"After he returned to Japan, I asked him about his impressions of Uguev. He said that he had done a lot of research and was able to understand what he was going to do just by moving a little," he says. "In terms of technique, it's not flexibility, but his speed that is so fast. There is always an initial movement before a technique, but he can perform the technique right there, so the opponent's reaction is delayed. Also, he predicts this and still performs the technique, so the opponent cannot even react."

 

Masanosuke ONO (JPN)
Soy sauce named Masanosuke, after Ono.

While Ono is away in the United States, his father Masaharu is planning for a long 2025 season. He wants to continue his travels with Masanosuke and Konami, which he has done since 2015. An owner of a soy sauce brewing factory in the Shimane Prefecture, Masaharu has even launched a soy sauce named after his son.

"I would be happy if people in the wrestling world around the world liked Masanosuke's interesting character," Masaharu says. "I am happiest when I travel the world to attend wrestling matches with Masanosuke and Konami."

Masaharu has documented his children's journey and is enjoying the love his son is getting so far in wrestling. Whether fans or his opponents, Ono is celebrated. Ono's walk after winning the gold was similar to what Connor McGregor did during his career; it went viral, adding to his celebrations like a fictional character from the manga series Attack on Titan (Shingekino Kyojin).

Masanosuke ONO (JPN)The Ono family in Budapest for the 2018 World Championships.

Masaharu also documented his family's trip to the 2018 World Championships in Budapest. Ono, then 14 years old, would run around to get pictures clicked. He got a few with Kyle SNYDER (USA), Sadulaev, Hassan YAZDANI (IRI), Taha AKGUL (TUR) and other stars.

And Masaharu has no plans to stop capturing his children on and off the wrestling mat. And then tell the stories of his travels.

"The viral photo with Burroughs was by chance," Masaharu says. "Ono had wandered off in the hotel and took his autograph. I did not believe that it was Burroughs's autograph. So he took me to his room and asked me to click a photo with Burroughs as evidence. That's how we got the photo. Later that night he won the gold medal at 74kg."