#WrestleBelgrade

Wrestling scores big at World C'ships with 706 percent jump in engagements

By United World Wrestling Press

CORSIER-SUR-VEVEY, Switzerland (October 4) -- Wrestling scored big both on and off the mat during this year’s UWW World Championships in Belgrade, Serbia, recording a staggering growth in viewership and engagement numbers digitally. Fans watched twenty-seven million minutes, close to 10 million page views on the mobile app, and a massive 706 percent jump in social media engagements in the last year.

The 2022 edition of the UWW’s flagship event, held September 10-18 was the first digitally-focussed World Championships. Special emphasis was laid on providing a high-quality fan experience that was easy to navigate and, at the same time, engaging to follow on the website, app, and various social media platforms. And the athleticism of the wrestlers drove the digital consumption, with wrestling recording impressive numbers across all platforms.

"The latest numbers from the World Championships show the importance of digitalization and with the current times, UWW is moving into the digital era," Nenad LALOVIC, UWW President, said. "The growth is reflected by the increased engagement across UWW’s new digital platforms and social media channels. This year's World Championships and the millions of fans who watched, interacted, or helped us grow, have laid the foundation for expanding the federation's digital potential."

Be it the UWW website, mobile app, the new streaming hub, or social media platforms such as TikTok, Facebook, Twitter, and Instagram, wrestling showed impressive year-on-year growth compared to last year’s World Championship on different metrics, such as social media growth, total views, total minutes and time spent on the web.

“We made the digital jump during these World Championships and the results validated our initial projections that now was the time more than ever to invest into a more robust digital experience across UWW platforms,” Gordon Templeman, UWW Commercial and Communications Director said. “There was tremendous benefit from a consolidation of tools that are more interconnected than ever before. We made an initial push in a short period of time and are optimistic for continued growth.”

Key highlights from the data analysis are:

* 27 million minutes were watched during the World Championship on the new video streaming hub, which gave the fans control of the viewing experience due to its multi-view option;

* The new UWW mobile app received 9.77 million page views and an average of 13 minutes and 46 seconds per session were spent, which is roughly equivalent to one bout. The high numbers meant the app topped the sports categories in app stores in key UWW markets;

* The total social media engagements surpassed 6.2 million in September, up by 706 percent since the 2021 World Championships.

Apart from these, the average time spent on the website grew by 41 percent to seven minutes, and the total page views across the website and mobile app were recorded at close to 19 million.

"Data is key to delivering digital experiences that fans want," Hisham Shehabi, COO, N3XT Sports, said. "Therefore, a diverse digital ecosystem helps augment fan intelligence capability. With 500 social media posts, millions in streaming viewership, and increased overall engagement, UWW's ability to customize the user experience has grown."

The massive growth is a direct consequence of the path-breaking steps taken by the UWW in the last few years under the leadership of President Lalovic. The 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.

UWW has taken several steps aimed at improving the fan experience and increasing the value to its partners to become future-proof and modernize further. A new mobile app was launched along with a video hub, which offered features like the multi-functionality view during the live streaming. This is one of the best examples of fan-led design and development as this was in direct response to the fans’ behavior while streaming.

“We focused our efforts on digital tools that would improve the competition for our fans and those at the competition. Launching an App, developing a video hub and putting in motion an audience database was a challenge, but the World Championships were too big of an opportunity not to start in this new digital direction,” said Sebastien Guenat, UWW Director of IT.

The 2022 World Championships also helped the UWW to establish itself as a true media and entertainment content house, creating more than 500 posts during the World Championships for use across its channels.

All these initiatives have helped the UWW establish a direct relationship with the fans and expand the digital footprint, as evident from the latest figures.

#WrestleZagreb

Ex-Japan champ Shimoyamada trying to put Australia on wrestling map

By Ken Marantz

TOKYO (Sept. 3) -- When Tsuchiku SHIMOYAMADA (AUS) decided to relocate from his native Japan to Australia, he wasn't showered with gifts from a grateful federation looking for an established wrestler to give the country a global boost.

He was more interested in golden beaches than bringing his new homeland gold medals.

"I was in Cairns, and I was feeling like, 'I want to move to Australia,'" Shimoyamada said during a trip back to Japan in July for a tournament. "I like this place. It's good for me. The lifestyle is easy."

Four years after announcing his retirement and three years after making the bold move to Land Down Under, the 31-year-old is back in the game, hoping to put a country more known for its swimmers and rugby players onto the world wrestling map.

While a longshot at best, Shimoyamada, a two-time Japan national champion and two-time Asian medalist, will get a chance to become Australia's first-ever world medalist when he takes the mat at Greco 67kg next week in Zagreb.

It will be the third World Championships of his career and first since 2021, when he nearly knocked off the Olympic champion and symbolically left his shoes on the mat after a repechage-round loss as a sign of his retirement. He finished ninth in his only other appearance in 2018.

Tsuchika SHIMOYAMADA (AUS)Tsuchika SHIMOYAMADA (AUS) had left his shoes on the mat during the 2021 World Championships to mark his retirement. (Photo: United World Wrestling / Martin Gabor)

Success breeds success, and Australian wrestling officials are hoping that Shimoyamada, in addition to helping cultivate a new generation of wrestlers, can produce results that will spark more interest in the sport. Getting through the rounds, even if he falls short of a medal, would have a positive effect, says one official.

"That would be a very good achievement for us," says Aryan Negahdari, president of New South Wales Wrestling Federation, who accompanied him and several wrestlers to Japan. "For many, many years, we haven't a wrestler making it into the semifinals, or even the quarterfinals of the World Championships. Even that itself would be a good achievement."

While Australia has never won a world medal, it may be surprising to learn that the country has actually brought home three Olympic medals -- although it has been nearly eight decades since the most recent one.

Eddie SCARF broke the ice with a bronze medal at freestyle 87kg at the 1932 Los Angeles Olympics. Australia then got two at the 1948 London Games, a silver from Richard GARRARD at freestyle 73kg and a bronze from Joseph ARMSTRONG at freestyle over-87kg. The closest the country has come since then was a fourth place at Freestyle 62kg by Cris BROWN at the 1984 Los Angeles Games.

On the world stage, the highest finishes by Australians were fifth places by Jackie BRYDON at women's 50kg in 1993 at Stavern, Norway, and Macedonian-born Lila RISTEVSKA at women's 47kg at Moscow 1995. There have been three men who have placed sixth, all in freestyle, with the most recent being Uzbekistan-born Talgat ILYASOV at 74kg at New York 2003.

Tsuchika SHIMOYAMA (JPN)Tsuchika SHIMOYAMADA advances to the semifinals at the All-Japan Non-Student Championships in July with a 52-second win over Kokoro GOTO. (Photo: Koji Fuse / wrestling-spirits.jp)

As a Greco wrestler, Shimoyamada will be trying to beat even longer odds. Up to now, Australia has entered only a total of three wrestlers in Greco, and none have placed higher than 18th. 

Following his graduation from Nippon Sports Science University, which also produced Paris Olympic champions Kenichiro FUMITA and Nao KUSAKA as well as Tokyo bronze medalist Shohei YABIKU, Shimoyamada joined the Tokyo Metropolitan Police Department team. He stayed on the force after ending his wrestling career, but found it wasn't for him.

"When I was back in Japan, I started working for the police," he says. "To be honest, it was stressful. It was not for me."

A trip to Australia opened his eyes to a place where he could start a new life. At first, he planned to only go into coaching, but a practical reason arose that led him to decide to return to the mat -- it helped him get the visa he needed to live in the country.

"I didn't think about wrestling by myself, I thought I could help as a coach," he says. "But for the visa condition, it's better to keep active."

In 2023, he received a residence visa as a "global talent," and in January 2024, United World Wrestling approved his switch of national affiliation to Australia.

Unfortunately, the approval did not come in time for him to try to qualify for the 2024 Paris Olympics. He is still working on gaining citizenship. His need to find a way to make a living proved harder than he expected as he settled in Sydney.

"I'm teaching wrestling, and I'm working as a lifeguard at a swimming pool," he said. "Life is not easy. It's expensive, everything, rent, bills, car."

Shimoyamada's need for gainful employment produced a symbiotic relationship with his hosts, who suddenly found themselves blessed with a world-class competitor to help raise the level of the sport.

"I really think we're super lucky to have him because not only is he a high-level athlete, but he has been helping us a lot as a coach, especially Greco-Roman coach," Negahdari says. "So because of him, we have a lot more athletes doing Greco-Roman, training under Tsuchika."

Shimoyamada's arrival also gave Australia a bonus of sorts -- a connection with an established power in the sport. Through Shimoyamada's ties with his alma mater NSSU, there have been numerous exchanges of wrestlers between the two countries.

Tsuchika SHIMOYAMADA (AUS)Tsuchika SHIMOYAMA faces Keitaro ONO in his opening match at the All-Japan Non-Student Championships in July. (Photo: Koji Fuse / wrestling-spirits.jp)

In the early summer, Paris Olympic silver medalist Daichi TAKATANI and former women's U23 world champion Yu SAKAMOTO went to Australia to put on clinic. In July, Shimoyamada led a contingent of Australian wrestlers who participated in the All-Japan Non-Student Championships (a second-tier national tournament) before training at NSSU.

"He's also been very good for us to build connections with Japan," Nagahdari says. "We've been coming [to Japan] for four years now, like twice a year, training with the Japanese teams. We've had a lot of Japanese athletes coming over to Australia to do seminars for us, to do training with us...It has been very, very beneficial for us in many different ways."

Shimoyamada entered the Non-Student meet at 72kg to give him the high-level competition he needed as preparation for the World Championships, and which is sorely lacking back in Australia. Aside from the low-level Oceania Championships and tournaments in Australia, it was his first outing since the 2021 World Championships.

He held his own, although he lost in the semifinals to Yamato HAGIWARA before winning his bronze-medal match over Rintaro SOGABE, the younger brother of Paris Olympian Kyotaro SOGABE, a fellow NSSU alum who will be Japan's entry at 67kg and a potential opponent of Shimoyamada in Zagreb.

Shimoyamada made his international debut at the 2016 Asian Championships in Bangkok, placing eighth. He won his first All-Japan title in December 2017, earning a return to the continental meet in 2018 in Bishkek, where he took home the silver medal after losing in the final to Almat KEBISPAYEV (KAZ).

Just when it looked like he had lost his edge after losing back-to-back All-Japan finals to Shogo TAKAHASHI in 2018 and 2019, Shimoyamada rebounded to claim his second title in 2020 with a victory over rising NSSU star Katsuaki ENDO. After Shimoyamada left the scene, Endo and Kyotaro Sogabe would battle ruthlessly for supremacy at 67kg.

His final year wrestling for Japan may have been his most productive. At the 2021 Asian Championships in Almaty, he avenged his loss to Kebispayev from three years before to capture the elusive gold. He followed that with a victory at the All-Japan Invitational Championships, known as the Meiji Cup, to clinch his ticket to the World Championships in Oslo.

Tsuchika SHIMOYAMADA (AUS)Tsuchika SHIMOYAMADA (AUS) was dominating Mohammadreza GERAEI (IRI) in their match at the 2021 World Championships before being pinned. (Photo: United World Wrestling / Martin Gabor)

In the second round, Shimoyamada encountered Mohammadreza GERAEI (IRI), one of the few gold medalists from the Tokyo Olympics two months earlier who were entered at the worlds. It would probably be the most impressive loss of his career.

Shimoyamada was dominating the Iranian, scoring with a 4-point arm throw to build up a 6-1 lead. But disaster struck with just over a minute to go. Geraei caught Shimoyamada in a lapse and bear-hugged him backward directly to his back for a shocking victory by fall.

Shimoyamada then lost his repechage match to teenager Hasrat JAFAROV (AZE), and the last we saw of him was him walking off the mat, leaving his shoes behind.

Fast forward four years, and Shimoyamada is now competing for himself and his adopted homeland. While he would like to qualify for the 2028 Los Angeles Olympics, age and opportunity might be too big hurdles to get over.

"I think that's a last challenge, for the Olympics, because I'm not young," Shimoyamada said. "If I can make it for Australia, that's good. Everyone will get interested in wrestling. That's what I should do."

Looking long range, Australian officials are hoping to develop talent to make a good showing when the country hosts the Olympics in Brisbane in 2032. They are hoping that Shimoyamada can spark enough interest and help raise the level in time.

"I think we're in the very early stages, compared to international standards," Nagahdari says. "But I think we can definitely see a very huge improvement, like in the last few years. We have a lot more members now, the number of our wrestlers. For example, compared to only three or four years ago, it has doubled. It's growing slowly, but at a good pace.

"It's a very slow progress, because you know that wrestling is super hard. It takes like a decade to build an athlete to that level. And we're really focusing our efforts toward the Brisbane Olympics in 2032."

Shimoyamada is determined to do whatever he can to make it happen.

"It's hard to get a gold medal at the World Championships and the Olympics, to be honest," he says. "If I make the Olympics, the next generation can become interested in getting to the Olympics or World Championships and they will practice hard."