#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.

#WrestleZagreb

Rising Star Hendrickson Aims to Make Splash in Senior Worlds Debut

By Ken Marantz

ZAGREB, Croatia (September 12) -- Sitting on the opposite end of the dais from the reigning world champion, Wyatt HENDRICKSON (USA) expressed confidence that they will be meeting again soon, but in much closer quarters.

If all goes according to plan for both wrestlers, Hendrickson will face Amir Hossein ZARE (IRI) in the semifinals of freestyle 125kg when the World Championships get started on Saturday in Zagreb.

"This is my first senior-level World Championships and I'm very grateful for that," Hendrickson said at a press conference on Friday that was also attended by Zare. "But I also think that the opportunity presented itself because I have grown as a wrestler. I've risen to the level of my competition, and I'm ready to test myself against the best in the world."

It doesn't get much better than Zare when talk of the heavyweights comes up. The two-time Olympic medalist is gunning for his second straight world title and third overall, all still at the tender age of 24.

Hendrickson, also 24 (in fact, he is three days older than Zare), may lack the experience on the senior level, but in recent years, he has raised his game enough to join the handful of foes with the potential to knock of the great Zare.

The American said his aim is to "continue to not only just wrestle at the highest level, but prove I'm meant to be here. Wrestling is something I've been doing since I was 5 years old and all that wrestling has brought me to be here today in Zagreb."

After placing fifth at the 2021 world juniors (U20), Hendrickson struck gold at the world U23 in 2023. In May this year, he capped his senior-level debut with a victory at the Pan-Am Championships.

But his most impressive triumph, and one that made the world take notice, came in a different format of the sport. In March, he stunned Tokyo Olympic champion Gable STEVESON (USA) in the final of the NCAA Championships, denying him a third title and ending his 70-match winning streak.

Even Zare said he was aware of the upset. "I would like to congratulate you for the win over Gable, he's one of the best in this weight category," Zare said. "Some of the seconds of your match are in my mind, I remember that. But originally, I don't have too much information about this American wrestler."

Hendrickson acknowledges he has been cultivated in the American folkstyle. But he feels confident of the transition he has made to freestyle.

"I've been training to wrestle foreign styles," he said. "The majority of my wrestling has been in [American] folkstyle. But the transition I've been able to make the past couple of months has shown that I'm prepared for this. I'm ready to wrestle the best in the world."

Helping in Hendrickson's preparations has been one of the sport's legends. Hendrickson originally attended and competed collegiately at the Air Force Academy, but transferred last year to Oklahoma State, where he came under the wing of former Olympic and three-time world champion David TAYLOR (USA).

Hendrickson is one of three USA wrestlers who are members of the Cowboy RTC, the wrestling club affiliated with Oklahoma State. (Five others will be wrestling in Zagreb with three of them for other nations.)

"Coach David Taylor is very, very excited to be coaching and share with us the knowledge he has learned in the great sport of wrestling," Hendrickson said. "The knowledge that he has been able to bring to me, it's just day and night. I never understood some parts of wrestling and he filled in all of the gaps. Where I maybe have fallen short in the past at some of these tournaments, those gaps are now filled. And I just have nothing but confidence."

The draw for the freestyle weight classes came out a short time before the press conference, and Hendrickson was asked about a possible clash with Zare in the semifinals.

"I love it," he said. "Zare is an excellent wrestler. But -- I don't want to brag on myself -- but I'm also a pretty great wrestler. That's most likely the match we're going to see tomorrow evening."

Hendrickson, however, is not one to get ahead of himself, and contends that he does not concern himself with such details as his opponents in the draw. Nor does he have a certain foe whom he particularly looks forward to facing.

"I'm excited to go through every single person in this bracket," he said. "Obviously there's no one specific because I don't care what my placement is in the bracket. That's not what I look at.

"What I look at is the next opponent ahead of me. One match at a time, one point at a time, one second at a time on the wrestling mat. I'm prepared, I'm ready and tomorrow I'm going to make a splash at the World Championships."

Zare, who has taken over the leadership mantle of the Iranian team in the absence of injured star Hassan YAZDANI (IRI), has competed just once this year, winning the Tirana Ranking Series title in February.

"I have done my best during the last 13 months to be prepared and I am focused on my goal, which is to be champion of this competition," Zare said.

And should Hendrickson or any of the other top competitors, such as European champion Giorgi MESHVILDISHVILI (AZE) or two-time world medalist Lkhagvagerel MUNKHTUR (MGL), make things difficult, then all the better.

"Finally, I want to say that when the competition is tough, it's going to be more joyful for everyone," Zare said.