#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.

#JapanWrestling

Tokyo champ Shidochi dealt setback in return from two-year layoff

By Ken Marantz

Top photo: Haruna MURAYAMA flips Mayu SHIDOCHI onto her back for a 2-point takedown during their women's 53kg quarterfinal match. (Photo: Takeo Yabuki / wrestling-spirits.jp)

TOKYO (June 20) -- Through their years as university teammates and beyond, Tokyo Olympic champion Mayu SHIDOCHI and Haruna MURAYAMA each compiled a long list of laurels that included three world titles.

But when their paths crossed on the mat, Shidochi had been the dominant one. Murayama showed on Friday that those days are over.

Shidochi, returning to the mat after a two-year layoff that included giving birth to her first child, saw her bid for a shot at a fourth world title end when Murayama dealt her a 5-1 loss in the women's 53kg quarterfinals at the Meiji Cup All-Japan Invitational Championships in Tokyo, the second of two qualifiers for this year's World Championships.

Shidochi, who won the Tokyo Olympic gold at 53kg under her maiden name of MUKAIDA, was ahead on criteria in the second period after each received an activity point, but Murayama (nee OKUNO) went ahead with a pair of takedowns.

"It's really disappointing," said Shidochi, who had a 9-0 career record against Murayama before losing to her for the first time at the Emperor's Cup All-Japan Championships in December 2022. "I lost to Okuno at the Tokyo qualifier and I really wanted to get revenge for that."

Mayu SHIDOCHI (JPN)Haruna MURAYAMA works to get behind Mayu SHIDOCHI for a takedown during their women's 53kg quarterfinal match. (Photo: Takeo Yabuki / wrestling-spirits.jp)

Shidochi, who will turn 28 on Sunday, had last competed two years at the Meiji Cup, which was part of the qualifying process for the Paris Olympics. Her dreams of an Olympic repeat ended with a loss by fall in the second round to Akari FUJINAMI, who went on to take the 53kg gold in Paris.

Shidochi, who has her sights set on the 2026 Asian Games to be hosted by Japan, had planned to return in July at a lower-tier national tournament, where she could qualify for this year's Emperor's Cup, a qualifier for the Asian Games. But she moved it up a month when she found out her status as a former Olympic champion granted her entry into the Meiji Cup.

"Even though I lost like this at this tournament, I'm glad I took up the challenge," she said. "Ilost, but I found out things that I need to work on. I want to use that to step up my game so I can win in December."

Shidochi said that is probably more nerves than rustiness that did her in against Murayama, who is two years her junior.

"When I was warming up, I was moving really well," she said. "But during the match, I thought I could do more. I wasn't moving my feet. In preparation, I trained hard and did my research. I was really looking forward to it, but it didn't work out."

Murayama still has her work cut out for her if she wants to be on the plane to Zagreb. In Saturday's final, she will face Moe KIYOOKA, who last year succeeded her as the world 55kg champion. The two met in the final at the 2023 Emperor's Cup, which Kiyooka won 5-1.

A victory by Kiyooka would give her the world team spot outright. If Murayama wins, it will set up a playoff between the two later in the session, although Murayama has another option.

Murayama won the 55kg title at the Emperor's Cup, but opted not contest that playoff.

In another weight class that started Friday and will end Saturday, world 72kg champion Ami ISHII looks poised to grab the world team spot at 68kg after easily winning her lone match of the day in a four-woman round-robin that is down to three after Rin MIYAGI's injury withdrawal.

Ishii will clinch the spot with a victory in her final match against Seia MOCHINAGA. Meanwhile, Yoshinosuke AOYAGI will need to take the playoff route if he wants to improve on the world silver medal at freestyle 70kg that he won last year.

Aoyagi, the Emperor's Cup champion, was dealt a last-second 3-2 defeat in the semifinals by world U20 champion Ryoya YAMASHITA, who will take on Shoya MIURA in Saturday's final in a battle of 19-year-olds.

Aoyagi, a two time world U23 medalist, is coming off winning a gold at the Muhamet Malo Ranking Series tournament in Tirana and his second career Asian medal with a bronze in Amman.

Keyvan GHAREHDAGHI (JPN)Keyvan GHAREHDAGHI scores a takedown during his 4-4 victory over Emperor's Cup champion Ryunosuke KAMIYA in the freestyle 74kg semifinals. (Photo: Takeo Yakubi / wrestling-spirits.jp)

There will also be a playoff at freestyle 74kg, where Emperor's Cup champion Ryunosuke KAMIYA was dealt a nail-biting loss to 19-year-old collegiate champion Keyvan GHAREHDAGHI.

Gharehdaghi, whose father is Iranian, has already made Japan's team to the U20 worlds. To get the senior worlds, he will first have to get through fellow collegian Subaru TAKAHARA, who has qualified for the U23 worlds.

At freestyle 61kg, 2021 world bronze medalist Toshihiro HASEGAWA scored in double-digits in all three of his victories to advance to the final, capped by a 10-2 semifinal win over Aiki KAWAI.

In the final, Hasegawa will face Akito MUKAIDA -- Shidochi's younger brother, who has already qualified for the World U23 Championships.