#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

Share this article

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.

#WrestleBelgrade

Micic beats Olympic, world champs to set up Higuchi final; Dake takes on Sidakov

Sunday, September 17, 2023 - 15:55 By Vinay Siwach

Share this article

BELGRADE, Serbia (September 17) -- All eyes were on the Olympic and world champions at 57kg with Zavur UGUEV (AIN), Zelimkhan ABAKAROV (ALB) and Rei HIGUCHI (JPN).

But Stevan MICIC (SRB) defeated two of the three, Uguev and Abakarov, in back-to-back matches and will face the third, Higuchi, for the gold medal at the World Championships in Belgrade, Serbia.

Micic, a bronze medalist at 61kg from 2022, stunned Uguev 9-7 in the quarterfinals and then took out Abakarov 6-2 in the semifinals not only booking a place in the final but also earning a Paris Olympic quota for Serbia at 57kg.

Higuchi, the world champion at 61kg in 2022, returned to the World Championships final, this year at 57kg, an Olympic weight class as he continues his journey towards the Olympic gold medal he missed in 2016 after finishing second to Vladimir KHINCHEGASHVILI (GEO).

He will now have to return Monday to wrestle Micic, who will undoubtedly be backed by the fans present in the Stark Arena.

At 74kg, two-time defending world champion Kyle DAKE (USA) set up a dream final against Olympic champion Zaurbek SIDAKOV (AIN) and both wrestlers received a Paris Olympic spot.

However, both took the tough road to the gold-medal bout.

Dake opened his day against Magomet EVLOEV (TJK) and won 12-2 before Nurkozha KAIPANOV (KAZ) tested him in the 9-4 win. Dake looked a little uncomfortable and Daichi TAKATANI (JPN) confirmed it as he pushed Dake, who won 6-4 but had to dig deep to avoid some tough attacks from the Japanese.

In the semifinals, Georgios KOUGIOUMTSIDIS (GRE) chest-wrapped Dake on multiple occasions but failed to score. Dake came out on top 4-1 to reach the final.

Sidakov, returning to the World Championships for the first time since winning his second title in 2019, opened the day with a thrilling 8-7 win over Avtandil KENTCHADZE (GEO), a wrestler Sidakov beat to win his first world title in 2018.

Kentchadze hit a four-pointer but Sidakov managed to come back with two takedowns in the second period to win the bout. He then went on to beat Bekzod ABDURAKHAMANOV (UZB) 3-0 in the quarterfinals. Returning bronze medalist Yones EMAMI (IRI) was blanked 6-0 and Hetik CABOLOV (SRB) lost 6-4.

In the semifinals, Turan BAYRAMOV (AZE) was no match for Sidakov as the AIN wrestler won 4-1 and booked his place against Dake.

A long-awaited bout between Dake and Sidakov has been looked at as the contender for the real dominant wrestler at 74kg.

The loss of Takatani means that Frank CHAMIZO (ITA) will have to earn a quota from other qualifiers while the loss of Kougioumtsidis meant that Tokyo Olympic silver medalist Magomedkhabib KADIMAGOMEDOV (AIN) and Tajmuraz SALKAZANOV (SVK) will have to find another tournament to earn a quota for Paris.

Micic, however, will in all likelihood be Serbia's representative in Paris after booking the ticket.

He gave the first glimpse of how the day would look like with an 11-0 win over Gukhyeon KIM (KOR) and then a 7-2 win over Gulomjon ABDULLAEV (UZB) put him against Uguev in the quarterfinals. Both went back-and-forth with Uguev opening the scoring with a takedown. But Micic came back with a takedown. His 2-2 criteria live was short-lived as Uguev made it 5-2 and later 7-2.

Micic, however, did not give up, mounting an incredible comeback with two takedowns. The Serbian, trailing 7-6 with 40 seconds remaining, got Uguev for two points with seven seconds remaining to get the win.

If that was not enough, Abakarov was his next victim in the semifinal. Micic was trailing 2-1 and Abakarov was happy to hold the lead but Micic managed to hit a four-pointer and take a 5-2 lead. Abakarov challenged the call but the four points were upheld, giving Micic the win and Olympic quota.

To crown Serbia's first-ever Freestyle world champion, Micic will have to beat Higuchi who survived a barn burner against Arsen HARUTYUNYAN (ARM).

The European champion at 61kg, Harutyunyan hit a four-pointer to start the match. But Higuchi used his arm-bar offense and leg lace to win 16-14 in the quarterfinals. He blanked Meirambek KARTBAY (KAZ) 11-0 in the semifinals.

Higuchi missed the Tokyo Olympics after his bid to return to 57kg was cut short, first by a missed weight at the Asian Olympic Qualifiers and later by Yuki TAKAHASHI (JPN), who won a playoff against Higuchi to represent Japan at the home Olympics.

In the non-Olympic weight classes, In the non-Olympic weight classes, Akhmed USMANOV (AIN) defeated two-time returning silver medalist Mohamad NOKHODI (IRI) in the semifinal and will face U23 world champion Vladimeri GAMKRELIDZE (GEO) for the gold at 79kg.

At 92kg, returning bronze medalist Osman NURMAGOMEDOV (AZE) made short work of Asian champion and 19-year-old Arash YOSHIDA (JPN) by beating him 11-0 in the semifinal. Yoshida had earlier defeated Vladislav VALIEV (AIN) in the opening bout of his debut World Championships.

He will face another 19-year-old, Rizabek AITMUKHAN (KAZ), for the gold medal. Aitmukhan defeated returning bronze medalist Miriani MAISURADZE (GEO) to enter his first World Championships final. Aitmukhan was second to Yoshida in the Asian Championships final in April.