#WrestleBelgrade

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

Tuesday, October 4, 2022 - 20:21 By United World Wrestling Press

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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.

Obituary

Japanese legend and Olympic champ Obara passes away aged 44

Saturday, July 19, 2025 - 11:00 By Ken Marantz

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TOKYO (July 19) — Legendary Japanese wrestler Hitomi OBARA, the 2012 London Olympic gold medalist at women's 48kg and an eight-time world champion, passed away on Friday, the Japanese media reported on Saturday. She was 44.

The Japan Self-Defense Force Physical Training School, where Obara was a women's coach, said it was withholding the cause of death "out of consideration for the privacy and emotions of the bereaved family," according to The Yomiuri Shimbun.

Obara, the mother of two elementary school-aged children, was a director in the Japan Wrestling Federation, and had just been appointed in June as a coach of the women's national team for the run-up to the 2028 Los Angeles Olympics along with fellow former Olympic champion Kaori ICHO.

Obara, who won six of her world titles at 51kg under her maiden name of SAKAMOTO, became a model case for the ups and downs of high-level sports and the ability to overcome grave disappointment. Her victory at the London Olympics, at age 31, came after being denied spots on Japan's team at both of the two previous Olympics by fellow legend Saori YOSHIDA.

Born in 1981 in the wrestling hotbed of Hachinohe, Aomori Prefecture, in northern Japan, Obara went on to attend Chukyo University (now Shigakkan), which she helped turn into a national powerhouse along with Yoshida and fellow Hachinohe native Icho.

"It's hard, it's hard, I can't keep from crying," former Shigakkan and national team coach Kazuhito SAKAE was quoted as telling the Japanese media. "She was a wrestling prodigy. At the least, she was a hard worker with a strong sense of responsibility. She was wrestling's heaven-sent child. I still can't believe it." 

Obara won back-to-back world 51kg titles in 1999 and 2000. A serious knee injury would keep her from returning to the world championships until 2005, from which she won four in a row.

In between, she attempted to make the Japanese's squad to the 2004 Athens Olympics, but that dream ended with a loss by fall to Yoshida in the 55kg final at the All-Japan Championships in December 2002. She would only compete once in 2003 before returning in earnest in 2004 and beginning her streak of world titles the following year.

But more disappointment came her way in the qualifying process for the 2008 Beijing Olympics. Again it was Yoshida who squashed her dreams, beating her 2-0 (2-0, 4-0) in the 2006 All-Japan final. After the match, Obara sat for hours sobbing in a corner of the warm-up room, a towel draped over her head.

Obara managed to rebound from the defeat to win a playoff for the 51kg spot at the 2007 World Championships, where she won gold No. 5. After adding No. 6 a year later with a run to the gold that included a victory over future Olympic champ Helen MAROULIS (USA), she decided to retire.

But despite all of her success, the lack of a Olympic gold -- or even an appearance, for that matter -- still left a sting that would not abate. That, and the decision of her younger sister Makiko to retire, led her to attempt the difficult path of cutting down to 48kg to make it to London.

Makiko was a world bronze medalist at 48kg in 2005 and 2008, but decided to end her career after placing eighth in 2009. Hitomi had never wanted to displace her sister from the national team, but now the door to 48kg was open.

Her biggest battle may have been with the scale. On the mat, she was as unbeatable as ever, storming to world golds in 2010 and 2011 -- now as Obara after getting married in 2010.

There was one slip-up along the way -- a semifinal loss to So Sim HYANG (PRK) at the 2010 Asian Games that ended her 70-match winning streak in international matches. But she regained her confidence with a decisive win at the All-Japan, and it was with a full head of steam that she headed to the London Olympics, which she had announced would be her swan song.

In London, Obara knocked off defending Olympic champion Carol HUYNH (CAN) in the semifinals before coming from behind in the final to defeat Mariya STADNIK (AZE) 2-1 (0-4, 1-0, 2-0) -- a replay of the gold-medal match at the 2011 worlds.

"If you keep doing what you love and never give up, you can achieve your dream," Obara told students at the junior high school she attended during a visit in January last year.

Upon retiring, Obara joined the staff at the Self-Defense Force Physical Training School, where she was also an officer. Among the members she coached were Haruna MURAYAMA OKUNO, Himeka TOKUHARA and Masako FURUICHI, who all made Japan's team to this year's World Championships.

In 2022, Obara was inducted into UWW's Hall of Fame along with Yoshida and Icho.