#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.

Obituary

Remembering Saitiev: Master on mat who inspired many

By Vinay Siwach

CORSIER-SUR-VEVEY, Switzerland (April 7) -- Buvaisar SAITIEV was an unknown before the 1996 Atlanta Olympics. And after that he became the legend. 

At 21, Saitiev thrilled the crowd and displayed techniques that the world thought were impossible to execute at 74kg. Saitiev would go on to win two more Olympic golds -- 2004 and 2008 -- as he became the best 74kg wrestler out there. A three-time Olympic champion, six-time world champion, and an inspiration to the wrestling world, Saitiev passed away earlier this month at the age of 49.

"Biggest and greatest wrestler" - Nenad LALOVIC, UWW President

Brandon SLAY (USA) was in that crowd at the 1996 Atlanta Olympics. The 21-year-old was amazed what he saw. He watched another 21-year-old win the gold medal.

"It was an honor to watch him in Atlanta," Slay said. "Then study him and compete against him four years later."

Believe it or not, that was the first time Russia won Olympic gold medal at 74kg, a weight class now synonymous with their domination, both at senior and youth level.

Buvaisar SAITIEV (RUS)Buvaisar SAITIEV (RUS). (Photo: United World Wrestling / Martin Gabor)

At the time, the U.S. was focused on defending its dominance at 74kg, with Iran also challenging for supremacy, while Saitiev had yet to make his mark internationally. The Olympic history saw wrestlers from Turkiye, Japan, the United States and Korea win gold medal in this weight class. So when Saitiev arrived, he was the underdog. In the 1996 Atlanta final, he defeated the defending Olympic champion Park JANG SOON and ushered an era of Russian dominance at this weight class.

It took a once-in-a-lifetime talents like Jordan BURROUGHS (USA) and Hassan YAZDANI (IRI) to deny the gold medals to Russia in 2012 and 2016 respectively. However, Russia is now at top. Zaurbek SIDAKOV (ROC) won gold medals at the 2018 and 2019 World Championships, 2020 Tokyo Olympics [held in 2021] before winning it again in 2023 and Russian transfer to Uzbekistan and Saitiev's student Razambek JAMALOV (UZB) won in 2024.

A little insight on how the U.S. discovered Saitiev is provided in the the documentary 'Slaying Saitiev". Pat SMITH (USA), who was wrestling at the 1995 Ivan Yarygin Memorial, recalls when he first saw Saitiev, his opponent in the final.

Saitiev had not wrestled senior-level yet internationally and was till three months away from winning his first World Championships gold. So Smith and his team thought they are favorites to win the gold medal at the Yarygin.

"I go out on the mat, I see Saitiev, the fight starts," Smith recalls in the documentary. "And right away, right away I thought: “This is the best they have.” Because the way he was punching, his movement, the way he was flowing from one position to another... he was simply unstoppable. I did some takedowns, but in the end he gave me a pretty good beating. I come off the mat, Bruce is standing there, I say: “You were wrong. That guy from the semi-finals wasn’t the best. This is the best . ” – “I didn’t even know who it was!” – “Now you know. Buvaisar Saitiev.” And two months later he won the world championship. The best wrestler I’ve ever wrestled. There’s no question about that. The best.

"He looked like a librarian, skinny, gangly. But the positions he scores from, the way he moves you around the mat... I've never wrestled anyone like that again."

Smith’s observation wasn’t just a fleeting comment. It captured the essence of what made Saitiev so formidable on the mat. Saitiev, standing at 6 feet, defied convention of a tall wrestler standing upright. He would engage in ties which forced his opponents to shoot while he was in control. Saitiev would counter rather easily and score.

Saitiev used to engage with his opponents and yet they found it extremely difficult to score a takedown on him.

Brandon SLAY (USA)Brandon SLAY (USA) over Buvaisar SAITIEV (RUS) at the 2000 Olympics. (Photo: United World Wrestling / Martin Gabor)

Slay, who defeated Saitiev at the 2000 Sydney Olympics, had to study Saitiev for years before breaking through in their Olympic meeting.

"The greatness of Saitiev came from how extremely hard it was to finish takedowns on him," Slay says. "Most of the time when people attacked Saitiev, either he scored or no one scored. And, most of the time when he attacked, he scored. That makes for a very challenging opponent to beat, which is why he rarely lost. I am so thankful I had the opportunity to wrestle the greatest wrestler of all time."

Saitiev had it all. Snapdowns, feints, two-on-one, underhooks, overhooks, defense, attack, chain wrestling, innovations, and techniques that made him score points from any positions. So many options to immobilize his opponents who would eventually break down.

On March 3, the day he passed away, the internet saw outpouring tributes to his legacy. But some of the most shared posts were his clips from various bouts on his career. A few wrote how they began wrestling because of him, others explained why he inspired them to adapt and study wrestling.

Buvaisar SAITIEV (RUS)Buvaisar SAITIEV (RUS). (Photo: United World Wrestling)

2008 Olympic champion Henry CEJUDO (USA) called him the "greatest" and he was a 'fanboy.'

"A man that was poetry in motion at its finest, and in my opinion, the greatest athlete who has ever ever lived or walked on planet Earth," Cejudo wrote on his Instagram. "I would never fanboy over anybody but Buvaisar. I was so honored of the times that I did get a chance to hang out as I had a permanent smile the whole day. Thank you for all the great years that you gave the wrestling community and inspiring millions of people across the world. I can honestly say without Saitiev I wouldn’t be the wrestler that I am today."

John DIAKOMIHALIS (USA), a wrestler known for his crafty moves and detailing of wrestling, tributed his passion to Saitiev, who himself was known as a wizard on the mat for his moves.

"Buvaisar Saitiev was how I fell in love with the art of wrestling, I wanted to be like him," Diakomihalis wrote on X. "His innovation and passion for improvement were some of the staples of how I approached learning the sport or learning anything in my life."

Saitiev had that impact on people. Jamalov, who won the 2024 Paris Olympic gold medal, was Saitiev's student. Jamalov said that Saitiev was family.

"His approach was very subtle and deep, he always knew how to choose the right and necessary words for support," Jamalov said. "Every meeting with him was unforgettable and every word of his was unforgettable. Outside of wrestling, he was very caring and compassionate towards me, he was always worried about my injuries and operations."

While Jamalov was his student, Saitiev never backed from helping any wrestler. He 'couldn't stop himself from talk to even strangers if he had a broken ear.'

 

After Tokyo Olympic champion Yui SUSAKI (JPN) lost her first-ever international bout to VINESH (IND) in Paris, she talked to Saitiev who had lost in Sydney after winning Atlanta but still won two more Olympic golds.

"I had a video call with him right after the Paris Olympics," Susaki said. "Like me, he didn't do well in his second Olympics. But he won gold medals in two more Olympics. I vowed to him that I would win gold medals in two more Olympics like him to become a legend.

"He also taught me that to become a legend, I should never lose again. I owe it all to him that I was able to stand up strong after losing. Thanks to him, I decided to keep fighting to win two more Olympic gold medals. And I vowed to become a legendary wrestler like him. I won't lose anymore. I will keep winning. Your message is a treasure for my life. He is a legend and his wrestling has always fascinated me. His matches are always amazing to watch and I think he is the most talented wrestler in history."

This off the mat personality of Saitiev resonated with many, even with people outside of wrestling. He was humble, witty and respectful.

Sports Express journalist Yuri GOLYSHAK recalled his moments with Saitiev who was part of many reception after his 2008 Beijing gold medal. 

"I was sure that we would meet again. Saitiev had enough stories for ten interviews," Golyshak wrote in his tribute. "I even imagined how it would be - not in a hurry, like after Beijing. Not in a car, no. Everything will be different. I will come to his home in Khasavyurt. It will be a fairy tale. We will go to the mountains. I will understand something that I did not understand before, in this amazing, invincible man. And in life in general."

Saitiev's influence transcends mere records and titles. His tactics on the mat just when the internet era arrived gave insights into a wrestler may only be imagined. He passed on that mastery to a special few who remember him as a mentor, inspiration and the greatest ever.