#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.

#WomensWrestling

'Women who fight are strong and beautiful': How wrestlers have broken barriers, one takedown at a time

Saturday, March 8, 2025 - 06:03 By United World Wrestling Press

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CORSIER-SUR-VEVEY, Switzerland (March 8) -- They come from the gleaming futuristic city that is Tokyo to an ancient Moldovan hamlet; the American suburbs to the rustic Indian villages. They belong to diverse backgrounds, different cultures and have undertaken contrasting journeys from obscurity to the top.

It doesn’t matter if you are Nonoka OZAKI (JPN), Anastasia NICHITA (MDA), Amit ELOR (USA) or ANTIM (IND). One thing binds them all.

At every step, they were told: “Wrestling isn't for girls.” Taunted and heckled for cutting their hair short and playing a ‘man’s sport’, they shattered stereotypes and broke barriers one takedown at a time. Today, they are role models for wrestlers not just in their respective countries but beyond borders.

“Every time I was told that wrestling isn’t for girls, I thought, "I'll prove them wrong. Gender has nothing to do with strength,” two-time world champion Ozaki says.

Elor adds: “Every time I felt doubted or like I didn’t belong, it only made me work harder to prove them wrong. I love showing that women are just as tough, skilled, and capable as anyone else on the mat.”

For some, discrimination started at home. Antim -- Hindi for ‘last’ -- got her name because her family hoped she would be the last girl child. Antim grew up to land an ever-lasting punch to patriarchy with her exploits on the mat, which have contributed to the changing mindset towards women in her village in Northern India.

Thousands of miles away, Nichita faced similar struggles. Growing up in Tataresti, Moldova, Nichita was told by her family not to wrestle, as it wasn’t ‘meant for girls’. “But I loved this sport so much that I didn’t pay attention to what others were saying. When you do something with your heart, something you truly love, it doesn’t matter what others think,” she says.

Sarah HILDEBRANDT (USA)Sarah HILDEBRANDT (USA) is the Olympic champion at 50kg. (Photo: United World Wrestling / Kadir Caliskan)

Empowerment and self-belief

Sarah HILDEBRANDT (USA) insists wrestling ‘empowered’ her ‘confidence and self-belief because its lessons and processes’ gave her the opportunity to ‘combine things like strength and grace, logic and intuition, deliberateness and flow…and endless other dualities’.

Hildebrandt won the gold medal in the 50 kg weight class at last year’s Paris Olympics. It was a classic redemption for her, having missed out on the gold medal in a cruel manner at the Tokyo Olympics. And on her way to the top of the podium in Paris, Hildebrandt showcased her wide-ranging skills, which she says also help her in everyday life.

"Through that, I’ve gotten to learn just who I am and challenge myself not only to grow through wrestling but also to express who I’ve uncovered. To feel confidence because what I uncover is authentically ME," Hildebrandt says. "It’s given me identity- not through accolade or achievement but through my process and the values I sharpen as I work toward those achievements. I can apply these lessons and skills to all areas of my life. It’s invaluable."

Zaineb SGHAIER (TUN)Zaineb SGHAIER (TUN) is a two-time Olympian from Tunisia. (Photo: United World Wrestling /Amirreza Aliasgari)

Teenage prodigy Zaineb SGHAIER (TUN) agrees that wrestling is a great source of 'confidence and patience', which help them in daily life. "It might not be easy to be a woman wrestler in a male-dominated society but with love for the wrestling and passion rooted in our hearts, no one can stop us," the two-time Olympian says.

Hildebrandt is conscious that the sport will test them in ‘countless ways’. “Being a woman in this sport is an additional test at times. But a woman wrestler is not deterred by those tests. They recognize the power the lessons in wrestling hold,” the American wrestler says. “The vulnerability required to step on the mat is exactly why it is the greatest sport in the world and a woman wrestler is a woman who craves that so they can discover just who they are.”

Anastasia NICHITA (MDA)Paris Olympic silver medalist at 57kg Anastasia NICHITA (MDA). (Photo: United World Wrestling / Kadir Caliskan)

Indeed, the challenges for a wrestler extend beyond the mat. For Nichita, the constant injuries pegged her back but she braved them to finish second on the podium in the French capital last year.

"The biggest obstacle I had to overcome was injuries. Throughout my career, I’ve had to push through many injuries—knees, shoulders, back, ribs—but it was all worth it for the sake of my dream and my love for wrestling,” Nichita says.

Eventually, love for the sport is what keeps them going.

For Ozaki, wrestling is a way to best express herself. “Women who fight are strong and beautiful,” she says. “You can see this by watching women’s wrestling.”

Elor dreams that ‘women’s wrestling continues to grow worldwide, with more opportunities, more support, and more respect.’

As the new Olympic cycle gains momentum, the wrestlers are resetting their targets and evolving their training plans. Nichita, for one, hopes to covert her Paris silver into gold at the 2028 Los Angeles Olympics gold medal. ”I know it will be very difficult,” she says. “But after everything I’ve been through, nothing scares me anymore.

But amidst her personal goals, she hasn’t lost the sight of the bigger picture: “I will continue to prove that wrestling is not just for boys."