#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.

Trailblazer Epp Mae retires as Estonia's top wrestler

By Vinay Siwach

ESTONIA (January 28) -- European champion and two-time World Championships medalist Epp MAE (EST) announced her retirement earlier in January at an emotional press conference in Tallinn. She left her shoes on the mat, symbolizing retirement from wrestling.

The 32-year-old is Estonia's most successful wrestler in Women's Wrestling, winning gold at the European Championships in 2021 and silver medals in the 2017 and 2022 editions. She also has a bronze medal from 2019.

At the World Championships, Mae became the first Estonian wrestler to win a medal, enter the final, and even have two medals. She won silver in the 76kg in 2021, plus three bronze medals in 2015, 2019, and 2022.

"The day I announced my retirement was very emotional and hard because something so big in your life came to an end," Mae told UWW. "I knew that I was about to retire because I was expecting a baby. But it was difficult to stand in front of the people and say that this part of my life has ended, so announcing was harder than deciding it inside myself."

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Epp Mäe (@eppmae)

Mae is a two-time Olympian for Estonia. She made her Olympic debut at the 2016 Rio Games and finished 13th. She improved to eighth at the 2020 Tokyo Games. For the 2024 Paris Olympics, Mae tried qualifying in the 76kg weight class but failed to achieve that. Her last international competition was the World Olympic Qualifier in May in Istanbul.

"To be honest, I did not expect my career to be this long, as it is," she said. "I did not have any role models in female wrestling in Estonia when I was growing up. So I had no idea whether it was possible to earn money or live from wrestling and how far it was possible to go from my country. I dedicated my life and my career to wrestling as much as I could. An athlete should know it's time to step down. It aligned for me with a wish to start a family."

Epp MAE (EST)An emotional Epp MAE (EST) announcing her retirement in a wrestling club in Tallinn on January 9. (Photo: ERR / Siim Lõvi)

Mae took up wrestling after her father, a former wrestler, pushed her into the sport. However, there were no partners to train with and Mae did not have any national competitions. She even trained in judo and sumo just to get training.

When Estonia did start a national championship in women's wrestling, Mae dominated, winning it 12 times in her career. For other sports, she is a four-time Estonian sumo champion, a four-time Estonian beach wrestling champion, and has also been an Estonian judo champion on one occasion.

"I have always laughed that the population of Estonia is 1.3 million and I am one in a million to choose to do something like this and be successful," she said. "Coming from a small nation, it is not easy to break through to the top. Most likely you don't have training partners at home. you have to travel a lot away from your country and get to train at a level that you need to succeed."

Epp MAE (EST)Epp MAE (EST), red, wrestling at the 2014 World Championships in Tashkent. (Photo: United World Wrestling / Martin Gabor)

Internationally, Mae made her debut in 2007 at the U17 European Championships, winning a bronze medal in the 70kg weight class. She began her senior career at the Yasar Dogu in 2011 and won a silver medal at 72kg at the age of 18.

In 2012, Mae clinched the U20 European Championships and remains the only Estonian wrestler to win gold at the continental event at any age group. A decade later, she reached the final of the World Championships at 76kg, marking another historic landmark in Estonian wrestling.

"As I said there was no one in front of me to lead the way, I am happy that I went through everything to get to places and results that I managed to and kind of make a path for all the girls from Estonia who will ever wish or have this doubt whether it is possible to get that far," she said. "I am happy that they have a path already in front of them. I wish that they would want to go bigger and further than I did. I will be more than excited and happy if someone did do that."

Epp MAE (EST)Epp MAE (EST) wrestling in the 2021 World Championships final at 76kg in Oslo. (Photo: United World Wrestling / Tony Rotundo)

Reflecting on her career two-decade-long career, Mae did share her disappointment of not winning a medal at the Olympics but was happy to have achieved what she has for Estonia.

"My father recently told a journalist that what I did [in wrestling] was against the odds because we did not have all the possibilities and facilities a bigger team would have," she said. "So I think I did good in my career by achieving the results that I did. Little sad that I did not win a medal at the Olympics. But I can leave wrestling knowing that I gave everything. There is never going to be any doubt that what if I could have done this or that."

Now off the mat, Mae will concentrate on her family and follow the sport from afar.

"I will keep following wrestling and the wrestling friends I have made during the years. I will keep following them," she said. "For Estonia wrestling, I wish all the girls in different age groups we have right now will be motivated just to go as far as possible and always try to achieve the best for you. I will try to help Estonian wrestling as I can and I hope they will not stop developing Estonian female wrestling."