#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

#UnitedWorldWrestling

UWW World Conference: Lalovic stresses on AI, Amateur MMA and keeping wrestling at the top

By United World Wrestling Press

ZAGREB, Croatia (September 24) -- Putting his faith in the ‘young generations’ to use Artificial Intelligence to their ‘benefit’, United World Wrestling President Nenad LALOVIC said that proper use of the ‘modern tools may help coaching, analysis, planning events and being more efficient’. Lalovic called on the wrestling world to ‘adapt’ and embrace AI, ’which is already almost everywhere’.

The UWW President shared these thoughts at the first UWW World Conference 2025, which was held in Zagreb from September 17 to 19. The conference covered a wide array of topics and brought together the best minds in the sport and beyond under one roof on the sidelines of the World Championships.

Expert panelists from all over the world discussed subjects ranging from digital transformation and associated styles to injury prevention and weight management, growing women’s wrestling and career transitions for wrestlers, as well as the future of the sport during the three-day event at the Westin Hotel in Zagreb, Croatia.

The conference started with Lalovic and UWW Secretary General Carlos ROY welcoming the delegates.

Lalovic said in his address: “We had this idea maybe almost a decade ago. We were seeking a platform, how these good relations among wrestlers and the national federations can improve our sport.”

Carlos ROYUWW Secretary General Carlos ROY welcomes the delegates to the World Conference. (Photo: United World Wrestling / Jake Kirkman)

Roy added that the ‘rich program was designed to cover wrestling from every angle’. “This conference brings together leaders, coaches, athletes, medical and scientific experts, referees and partners from around the world to exchange knowledge, share experiences and shape the future of our sport,” he said.

Among those who attended the event were leaders from National Federations, members of UWW Commissions, the International Olympic Committee, International Testing Agency and UWW partners like TAISHAN, Rudis and N3XT. Legendary wrestlers including Mijain LOPEZ (CUB), Erica WIEBE (CAN), Arsen JULFALAKYAN (ARG), Sofia MATTSSON (SWE) and Marwa AMRI (TUN) also graced the symposium and shared their views during the lively discussions.

While Wiebe spoke about the wrestlers’ transition from actively competing to other jobs in wrestling, Julfalakyan shared insights on how collaboration between different bodies can power the clean sport drive, an important area where the UWW has continued its development work. Mattsson, who is now the head coach of the Swedish team, opened up on ways to support and train women’s wrestlers.

Nenad LALOVICNenad LALOVIC in a Q/A session with UWW Development Director Deqa NIAMKEY.

Lalovic and Deqa NIAMKEY, the UWW Development Director, got the sessions underway with an intriguing discussion on the future of wrestling.

This topic continued to be a recurring theme as the new disciplines and associated styles were passionately talked about during the panel discussions.

Onur SIMSEKUWW Associated Styles Manager of UWW Onur SIMSEK.

Onur SIMSEK, the Associated Styles Manager of UWW, spoke about Amateur MMA, which he said is the 'modern version of pankration, our ancient asset.'

"Technically MMA is wrestling, Pankration is wrestling, traditional styles are wrestling and grappling is wrestling itself," Simsek told the audience. "Pankration is the fundamental of MMA with its philosophy not only in sports but teaching that a wrestler understands the sport. It keeps the richness in wrestling."

Simsek said it was important to govern these styles because the 'aim is to unite towards wrestling.' "So, we will govern all these styles today and in future too."

Lalovic echoed these sentiments, saying that ‘we want to prepare athletes who will one day join professional MMA leagues and competitions.'

"This is why we established a new department almost a year ago. We call this amateur MMA with protections," he said.

Pedro SILVAUWW Beach Wrestling Committee President Pedro SILVA.

Pedro SILVA, the President of the Wrestling Federation of Portugal and a UWW Bureau Member, underlined the growth of beach wrestling. He looked back at President Lalovic’s commitment to develop the style through statements made in 2018.

Acting on Lalovic’s comments, Silva said that in 2019, they went from ‘a yearly one event World Championship to a series of events, a world tour that would at the end produce a new world champion, new heroes.'

"We overhauled the rules, making them easier to understand, not only for the wrestling fans, but specifically for the new fans, the people that know nothing about wrestling," Silva said.

Pedro SILVAPedro SILVA, left, and UWW Sports Director Jean-Daniel REY. (Photo: United World Wrestling / Jake Kirkman)

Silva was optimistic that the Beach Wrestling events at the 2026 Youth Olympic Games in Dakar, Senegal, would drive high engagement.

"Dakar 2026 is the first Olympic Games in Africa, and Beach Wrestling is the UWW style at the Games," he said. "The national sport of Senegal is traditional wrestling, which is very close to Beach Wrestling. We anticipate a big fan engagement and also on TV, on social media due to the specific popularity of the sport within the host country."