#WrestleBelgrade

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

By United World Wrestling Press

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.

#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."