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

Tuesday, October 4, 2022 - 20:21 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.

#WrestleBelgrade

Photo Feature: Wrestling with emotions, luck and history

Tuesday, August 29, 2023 - 19:10 By Vinay Siwach

BELGRADE, Serbia (August 29) -- Come the Olympic qualifying World Championships and the world of wrestling sees surprises like no other. The 2023 World Championships in Belgrade will throw more such results in September but what happened four years ago at the 2019 World Championships in Astana, Kazakhstan?

In front of a packed Bayrs Arena, champions went down to youngsters, dreams were shattered, wrestlers high on emotions. While some dreams remained unfulfilled, many wrestlers managed to live theirs.

Here's a throwback to 10 memories captured in these photos from the 2019 edition, a championship that saw Kazakhstan finish fourth in Freestyle team rankings, Japan winning only three gold in Women's Wrestling and Riza KAYAALP (TUR) winning a gold medal at the pre-Olympic World Championships.

Letting it out: Haji ALIYEV (AZE). (Photo: UWW / Tony Rotundo)

It would have been a shame this was not the first photo from the 2019 World Championships. What happens when Haji ALIYEV (AZE), a three-time world champion and who has seen it all, suffers a loss after a thrilling bout in the opening round of a World Championships? Nothing good about that. Aliyev reacts towards the officials after his 4-2 loss to eventual champion Gadzhimurad RASHIDOV, before being escorted from the mat.

At the Tokyo Olympics, Aliyev would win a silver medal while Rashidov finished with a bronze after both were drawn on opposite side of the bracket.

Breakfree: J'den COX (USA). (Photo: UWW / Kadir Caliskan)

J'den COX (USA) had beaten Alireza KARIMI (IRI) 5-2 in 2018. A year later, the two would meet in the final at 92kg. Cox would blank Karimi 4-0. Soon after the hand raise, Cox would let out a loud scream, holding the pose for the photographers. It was symbolic of Cox's dominance at the weight class as he became a two-time world champion.

Askhat DILMUKHADMEDOV (KAZ) Hometown hero: Askhat Dilmukhamedov (KAZ), red. (Photo: UWW / Tony Rotundo)

It was clearly Askhat Dilmukhamedov's world. The Bayrs Arena's loudest cheer over the nine days when the Kazakh Greco-Roman wrestler upset two-time Olympic champion Roman VLASOV in the 1/8 finals 3-0. He followed that up with a 4-3 win over returning world champion Viktor NEMES (SRB) to reach the semifinals. He would fall to the eventual world champion Tamas LORINCZ (HUN) in the semifinals, thus eliminating both Vlasov and Nemes. Incidentally, both Vlasov and Nemes failed to qualify for the Tokyo Olympics in later tournaments.

End of a drought: Mariya STADNIK (AZE). (Photo: UWW / Kadir Caliskan)

Mariya STADNIK (AZE) celebrates after pinning Yanan SUN (CHN) to reach the final at 50kg. 10 years after she won her first world title, Stadnik was a win away from her second. The then three-time Olympic medalist left Sun to fight for bronze, which she did not win. Stadnik's win did not just bring joy for her but for Yui SUSAKI (JPN) as well. Susaki got a second life, thanks to Stadnik. Susaki would go on to win the Olympic gold medal in Tokyo after beating Stadnik in semifinals and Sun in the final.

High Flying: Iszmail MUSZUKAJEV (HUN). (Photo: UWW / Tony Rotundo)

A photograph which aptly describes Iszmail MUSZUKAJEV (HUN). He is wrestling Cristian NICOLESCU (PLW) in his opening bout at 65kg. It seems Nicolescu has Muszukajev on the ropes with his attacks, forcing him to be airborne to defend. Come on! Wrestling fans knew Muszukajev but they got to really know him in 2019. Muszukajev would win the bout 14-4 not before letting Nicolescu score takedowns like he was chilling in a park. It was just the start of Muszukajev given jaw-dropping wrestling content.

The gold standard: Yong Mi PAK (PRK). (Photo: UWW / Kadir Caliskan)

Yong Mi PAK (PRK) looks at her coach while Mayu MUKAIDA (JPN) is in utter disbelief after Pak won the 53kg final via technical superiority. Pak became the first female world champion from DPR Korea. She won the best in Asia, winning two Asian Championships gold and the Asian Games gold in 2018. But to be a world champion made her the favorite for the gold in Tokyo. But soon a global pandemic would derail the world and DPR Korea would skip the Olympics in Tokyo. Mukaida went on to win the 53kg gold in Tokyo. Pak, perhaps, must have been similing if she watched the Olympics.

A win to remember: Sharif SHARIFOV (AZE). (Photo: UWW / Kadir Caliskan)

A 30-year-old Sharif SHARIFOV (AZE) takes out Olympic champion Kyle SNYDER (USA) after a battle. In one of the biggest upsets of the World Championships, Sharifov beat Snyder 5-2 in the 97kg semifinals and celebrated like a relieved man. The 2012 Olympic champion used his experience to shutdown Snyder. He would go on to lose the final against Abdulrashid SADULAEV but the semifinal win denied fans in Astana the third part of the Snyder-Sadulaev rivalry which ultimately happened in Tokyo.

Breaking Barriers: Aisuluu TYNYBEKOVA (KGZ). (Photo: UWW / Kadir Caliskan)

Aisuluu TYNYBEKOVA (KGZ) has broken many barriers related to Women's Wrestling in Kyrgyzstan. She was the first Olympian, first to reach a medal bout and in 2019, in front of a supportive crowd, Tynybekova became Kyrgyzstan's first-ever world champion in wrestling. Beating Taybe YUSEIN (BUL) in the dying seconds, Tynybekova completed a redemption of sorts as she suffered a heartbreaking loss in the bronze medal bout in Rio 2016. At the Tokyo Olympics, Tynybekova would lose the 62kg final to Yukako KAWAI (JPN), a wrestler the Kyrgyz star pinned in Astana.

Beginning of a Rivalry: Artur ALEKSANYAN (ARM). (Photo: UWW / Tony Rotundo)

Artur ALEKSANYAN (ARM) has rarely been challenged on a wrestling mat. The Rio Olympic champion and then three-time world champion Aleksanyan was tested in the quarterfinals. Mohammadhadi SARAVI (IRI) was unbeaten in international competition and was a U20 world champion in 2018. Aleksanyan was closer to legendary status in Greco-Roman. Yet, Saravi would put Aleksanyan on the brink and the latter would win only 4-3 against the 21-year-old Iranian. While Saravi is still looking for his first win over Aleksanyan, the two met in the semifinals of the Tokyo Olympics with Aleksanyan winning before finishing with a silver medal.

Continuing the Trend: Riza KAYAALP (TUR). (Photo: UWW / Tony Rotundo).

2011. 2015. 2019. The Greco-Roman world champion at 130kg in those three editions has been Riza KAYAALP (TUR). Yes, the pre-Olympic year World Championships gold belongs to the Turkish giant.

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

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Photo Feature: Wrestling with emotions, luck and history