#WrestleBelgrade

Wrestling scores 443% engagement growth as UWW+ makes World C’ships debut

Monday, October 30, 2023 - 11:43 By United World Wrestling Press

Share this article

CORSIER-SUR-VEVEY, Switzerland (October 18) –– United World Wrestling (UWW) trebled its year-on-year (YoY) digital viewership and recorded more than five times as many social engagements at this year’s UWW World Championships (WCH23) in Belgrade, Serbia, as the sport debuted an upgraded digital portfolio, including the new UWW+ over-the-top (OTT) service.

The multi-tiered, premium subscription streaming platform registered 4.36 million livestream views throughout the 2023 edition of UWW’s flagship event, held between September 16-24. The event also recorded 25 million social engagements (+443% over WCH22) and 155 million video views across its digital platforms (+203% over WCH22).

The impressive growth coincides with the redesign of the UWW website and the introduction of an enhanced fan-data ecosystem to help personalize and deliver an easy-to-navigate fan experience across web, social media, and UWW’s dedicated mobile app. Overall, WCH23 grew its digital reach by 63% to 296 million and attracted over 404,000 new followers.

Nenad LALOVIC, UWW President, said: “By diversifying the fan experience at this year’s World Championships, UWW has once again proven the power of digital transformation for driving engagement and expanding wrestling’s global audience. The latest numbers demonstrate the importance of digitalization and to lay the foundations for expanding the sport’s digital audience.”

Gordon Templeman, UWW’s Director of Commercial Operations and Communications, said: “UWW is establishing a digital portfolio which allows us to offer a personalized fan experience. To do this, we have diversified by investing in customer-facing digital products which enhances the digital experience for wrestling fans and enables UWW’s sponsors and commercial partners to build a direct relationship with our global audience.”

UWW
Key highlights from the WCH23 data analysis include: 

  • 25 million social media engagements (+443% over WCH22)
  • 155 million total video views (+203% over WCH22)
  • 404,000 new followers (+167% over WCH22)
  • 296 million digital reach (+63% over WCH22)
  • 4.36 million livestream views on UWW+

The UWW+ streaming platform is integrated within UWW’s website and mobile app, as part of the upgrades to UWW’s digital inventory and marks the latest phase of the International Federation’s collaboration with N3XT Sports, the end-to-end digital transformation consultancy. UWW has identified and prioritized digital transformation as one of the five pillars for its 2022-2026 Strategic Plan, which was presented and approved at the 2021 UWW Congress.

Motasem El Bawab, N3XT Sports’ Chief Information Officer (CIO), said: “Our team at N3XT Sports offers an end-to-end service plugged into UWW’s wider digital team. In addition to UWW+ and wrestling’s new, first-class streaming offering, our team also supported every aspect of UWW’s digital operation throughout WCH23, across digital marketing, customer relationship management (CRM), while optimizing the fan journey through data analytics and the assistance of artificial intelligence-driven software solutions.”

Click here to review the 2023 Senior World Championships case study.

#WrestleBelgrade

Aitmukhan: From a volunteer at World Championships to Kazakhstan's first world champ

Tuesday, September 19, 2023 - 15:31 By Vinay Siwach

Share this article

BELGRADE, Serbia (September 19) -- Daulet NIYAZBEKOV (KAZ) was hoping to become Kazakhstan's first-ever Freestyle world champion when he reached the 65kg final at the World Championships in 2019. He failed after losing to Gazdhimurad RASHIDOV.

In that final, Rashidov took a bleeding timeout. A volunteer, Rizabek AITMUKHAN (KAZ), ran out to clean the blood dropped on the mat. Little did Niyazbekov or Kazakhstan know that the tall volunteer would go on to achieve what Niyazbekov failed to.

Born in Kyzyltu, a village with only 600 people in the northern region of Kazakhstan, Aitmukhan became the central Asian country's first-ever world champion in Freestyle on Monday as he defeated Osman NURMAGOMEDOV (AZE) in the 92kg final in Belgrade, Serbia.

In a thrilling final, Aitmukhan made a comeback after being down 2-0. He scored a stepout and caution with 30 seconds left. His criteria lead was threatened by Nurmagomedov in the final second when he almost scored a pushout. But Aitmukhan pushed the Azerbaijan wrestler out of bounds and won 6-2.

"The final match was very intense and tough," Aitmukhan said. "I noticed that he was getting tired. I used that moment and snatched the victory. We work hard, but all the success comes from God."

This victory was after five other wrestlers from Kazakhstan had tried to win the elusive Freestyle gold in the country's wrestling history to check out another box. With a Freestyle world champion, Kazakhstan is now without a world champion only in Women's Wrestling.

Aitmukhan's gold medal was also the first for Kazakhstan at the World Championships since Mkhitar MANUKYAN's (KAZ) won the last one in 1999 in Greco-Roman.

"This victory is the biggest in my life," Aitmukhan said. "I’ve been working for it for so many years. I would like to dedicate this win to my country and to my grandmother, she would have been 81 years old today [Monday]. But she passed away 3 years ago. This victory means a lot to me."

Back in 2019, Aitmukhan was the fourth-placer at the World School Combat Games and later won bronze at the U15 Asian Championships. He competed at the U23 Asian Championships as a 17-year-old and won gold at 92kg. Four months later, he was at the U23 World Championships but lost to Amirhossein FIROUZPOUR (IRI) in the first round and to Feyzulla AKTURK (TUR) in the bronze medal bout. Akturk also defeated him in the bronze medal bout at the 2023 Ibrahim Moustafa Ranking Series.

But as fate would have it, he would return to Astana in April this year, for the Asian Championships and enter the final. The 19-year-old finished with a silver medal against another teenager Arash YOSHIDA (JPN). He stepped on the top of the podium at the U23 Asian Championships before adding bronze at the Budapest Ranking Series. In an agonizing close U20 World Championships final in Amman in August, he finished with a silver medal.

The run in Belgrade saw him beat European champion Akturk 11-0 in the quarterfinals and returning bronze medalist Miriani MAISURADZE (GEO) 8-1 in the semifinals.

For a wrestler who began only in 2014, the success meant that he was on the path to achieving something historic. Ironically, he had no liking for the sport as well.

"My dad made me wrestle by force nine years ago," he said. "I didn’t want to train at all, by the he made me do that. And then I liked it. And now, 9 years later I am a world champion, the first one in Kazakh history. I think it’s not a bad result for a 19-year-old."

The losses at the Asian and U20 World Championships fueled Aitmukhan's effort to win the gold in Belgrade.

"In the Asian championships final and in U20 Worlds, there was that moment when I had to push myself. But that wasn’t enough," he said. "This time I felt the same during the match. I realized that if I didn’t do it now, I might not ever get this chance again. So, I tried my hardest and I did it."

Now that one goal is achieved, Rizabek will move to the Olympic weight class of 97kg. 

"We’ve decided that it’s the last world championships in this weight class, next year I’ll move up to the Olympic weight 97kg," he said. "I’ll wrestle for an Olympic spot. I will try to become an Olympic champion."