#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.

marketing, #development

Wiebe inspires next gen at UWW-IIS camp in India

Saturday, February 15, 2025 - 08:21 By Vinay Siwach

Share this article

KARNATAKA, India (February 15) -- Erica WIEBE (CAN), the 2016 Rio Olympic champion, usually doesn't take it around but for her India trip, she made sure to pack her gold medal from Rio.

Call it luck, the gold medal turned out to be the highlight of her trip.

In India for a masterclass at the international women's wrestling camp organized by the Inspire Institute of Sport and United World Wrestling, Wiebe got mobbed by 50 young wrestlers as she showed them her medal. Wrestlers from Jordan, Estonia, South Africa, Mauritius, Mongolia, Kazakhstan and hosts India, all part of the camp, wanted to touch it, feel it and may be keep it.

"To see the looks on their faces and in their bodies responding to what it felt like to hold the kind of weight of your dream in your hand, I got emotional with them," Wiebe says. "It was so surreal for me to share the medal with the athletes because it brought me back to where I was at that time, and how it felt like winning an Olympic gold medal was just like this impossible dream that would never happen. It's really important for me to come here and do things like this to remind these women that, these crazy, unimaginable things are real. They can happen and to encourage them to continue to dream big."

No wrestler could walk away without a photo. A few even got emotional as they took the medal in their hands.

"God, I don't know how many times I have dreamt about that in the night," U17 world bronze medalist Lisette BOTTKER (EST) says. "When I got the medal on my hands, I was also trying not to cry but the feeling is awesome."

Maya QUTAISHAT (JOR) adds, "It seemed like the dreams of most of us wrestlers in front of us. Like getting the Olympic gold medal."

UWW and IIS organized the camp for wrestlers from around the world from January 15 to 31. It was hosted by IIS at it's world class facility in Vijayanagar, a township in Ballari district of north Karnataka, India.

Wiebe held a masterclass for the wrestlers along with training sessions with IIS head coach Amir TAVOKKALIAN, a former world silver medalist and Asian champion.

"It's a really amazing development opportunity for a young wrestlers from all around the world," Wiebe said. "There's several nations here, and it's so incredible to see the level of talent and passion of these young athletes. At the camp this week, we've had a number of sessions kind of leveraging different unique styles, having the different countries lead different warmups. We're here at the Inspire Institute of Sport which is a phenomenal world class facility. We don't have anything like this in Canada, there's very few facilities like this in the world. It's really exciting to see that India has this.

"Not only that, they have this for their athletes training, but they've invited many countries around the world to share in this moment and to leverage the resources that are available here on this site."

IIS President Manisha MALHOTRA also visited the camp and threw some light on the partnership with UWW to grow the sport.

"We're very passionate about the sport from an Indian ecosystem point of view," Malhotra said. "But what we realized is that, we need to start looking outside India to bring in expertise, look in partnerships. With that in mind, I think there was no better partner than UWW.

"They’ve done a phenomenal job with wrestling worldwide and growing the sport very well. The idea was to have a very good mix of people, whether they are from a very developed wrestling nation or from an underdeveloped wrestling nation, it needs to be a common platform where people can extract some sort of benefit for everybody. That was the main premise with what we worked with."

Apart from the training, wrestlers at the camp used the high performance center at IIS and indulged in sightseeing.

"Training here is very strong. We come out of the mat sweating a lot, and it's very tough," Qutaishat said, "The girls here are very high level. When I wrestle them, I learn a lot of techniques and so many things that I usually don't see back in my country. But I get to explore more as I go out to the camps."

Wiebe had an advice for all wrestlers, especially coming from smaller countries to the development camps.

"I told the athletes the goals are: to have fun, and to get better," Wiebe said. "And how do you do that? You find strength on the edge of failure. You have to put yourself on the line. Wrestling is not easy. You see it on the athletes bodies. They're pushing themselves to their limits, physically and mentally. They are tired. I remember being that way as an athlete. You always have to find another level to yourself."