#DigitalTransformation

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

Monday, July 18, 2022 - 11:26 By United World Wrestling Press

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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

Obituary

Japanese legend and Olympic champ Obara passes away aged 44

Saturday, July 19, 2025 - 11:00 By Ken Marantz

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TOKYO (July 19) — Legendary Japanese wrestler Hitomi OBARA, the 2012 London Olympic gold medalist at women's 48kg and an eight-time world champion, passed away on Friday, the Japanese media reported on Saturday. She was 44.

The Japan Self-Defense Force Physical Training School, where Obara was a women's coach, said it was withholding the cause of death "out of consideration for the privacy and emotions of the bereaved family," according to The Yomiuri Shimbun.

Obara, the mother of two elementary school-aged children, was a director in the Japan Wrestling Federation, and had just been appointed in June as a coach of the women's national team for the run-up to the 2028 Los Angeles Olympics along with fellow former Olympic champion Kaori ICHO.

Obara, who won six of her world titles at 51kg under her maiden name of SAKAMOTO, became a model case for the ups and downs of high-level sports and the ability to overcome grave disappointment. Her victory at the London Olympics, at age 31, came after being denied spots on Japan's team at both of the two previous Olympics by fellow legend Saori YOSHIDA.

Born in 1981 in the wrestling hotbed of Hachinohe, Aomori Prefecture, in northern Japan, Obara went on to attend Chukyo University (now Shigakkan), which she helped turn into a national powerhouse along with Yoshida and fellow Hachinohe native Icho.

"It's hard, it's hard, I can't keep from crying," former Shigakkan and national team coach Kazuhito SAKAE was quoted as telling the Japanese media. "She was a wrestling prodigy. At the least, she was a hard worker with a strong sense of responsibility. She was wrestling's heaven-sent child. I still can't believe it." 

Obara won back-to-back world 51kg titles in 1999 and 2000. A serious knee injury would keep her from returning to the world championships until 2005, from which she won four in a row.

In between, she attempted to make the Japanese's squad to the 2004 Athens Olympics, but that dream ended with a loss by fall to Yoshida in the 55kg final at the All-Japan Championships in December 2002. She would only compete once in 2003 before returning in earnest in 2004 and beginning her streak of world titles the following year.

But more disappointment came her way in the qualifying process for the 2008 Beijing Olympics. Again it was Yoshida who squashed her dreams, beating her 2-0 (2-0, 4-0) in the 2006 All-Japan final. After the match, Obara sat for hours sobbing in a corner of the warm-up room, a towel draped over her head.

Obara managed to rebound from the defeat to win a playoff for the 51kg spot at the 2007 World Championships, where she won gold No. 5. After adding No. 6 a year later with a run to the gold that included a victory over future Olympic champ Helen MAROULIS (USA), she decided to retire.

But despite all of her success, the lack of a Olympic gold -- or even an appearance, for that matter -- still left a sting that would not abate. That, and the decision of her younger sister Makiko to retire, led her to attempt the difficult path of cutting down to 48kg to make it to London.

Makiko was a world bronze medalist at 48kg in 2005 and 2008, but decided to end her career after placing eighth in 2009. Hitomi had never wanted to displace her sister from the national team, but now the door to 48kg was open.

Her biggest battle may have been with the scale. On the mat, she was as unbeatable as ever, storming to world golds in 2010 and 2011 -- now as Obara after getting married in 2010.

There was one slip-up along the way -- a semifinal loss to So Sim HYANG (PRK) at the 2010 Asian Games that ended her 70-match winning streak in international matches. But she regained her confidence with a decisive win at the All-Japan, and it was with a full head of steam that she headed to the London Olympics, which she had announced would be her swan song.

In London, Obara knocked off defending Olympic champion Carol HUYNH (CAN) in the semifinals before coming from behind in the final to defeat Mariya STADNIK (AZE) 2-1 (0-4, 1-0, 2-0) -- a replay of the gold-medal match at the 2011 worlds.

"If you keep doing what you love and never give up, you can achieve your dream," Obara told students at the junior high school she attended during a visit in January last year.

Upon retiring, Obara joined the staff at the Self-Defense Force Physical Training School, where she was also an officer. Among the members she coached were Haruna MURAYAMA OKUNO, Himeka TOKUHARA and Masako FURUICHI, who all made Japan's team to this year's World Championships.

In 2022, Obara was inducted into UWW's Hall of Fame along with Yoshida and Icho.