#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.

In Taraz, Burroughs puts on a double-leg show

Friday, November 3, 2023 - 17:47 By Vinay Siwach

Share this article

TARAZ, Kazakhstan (November 3) -- The talk around Jordan BURROUGHS's (USA) return to 74kg was dominated by his weight cut. After spending three years at 79kg, the United States star was returning to the Olympic weight class on Friday at the DA Kunayev tournament.

Burroughs put those doubts to rest by reaching the final at 74kg with three dominant wins in Taraz, Kazakhstan. He will now be looking to win his first gold at 74kg at any level since the 2020 Pan-Am Championships title.

"I'm adjusting to the new weight class, again," Burroughs said after his semifinal. "I have not been at 74kg for three years. I have got a lot of rust that I have to knock off. I have a lot of things working against me but I feel good."

 

Opening the tournament with a 9-2 win over Yerkhan BEXULTANOV (KAZ), Burroughs was quick on his feet with fake attacks and a change of directions. He combined that with go-behinds for takedowns and also used some turns. A forfeit got him a place in the quarterfinals against Zafarbek OTAKHONOV (UZB) which he won 9-2.

"Taking it one match at a time was my plan coming in here," he said.  It's not going to be easy but confident that I could get the job done."

If those wins were not enough, Burroughs won his semifinal against Yerbarys SATYBALDY (KAZ) 10-0 to enter the final on Saturday. He will now take on former Asian champion Syrbaz TALGAT (KAZ), perhaps Burroughs' biggest test yet in his return.

"All things considered, my age, time of the year, what lies ahead of me, and what lay behind me, I feel solid," he said.

Jordan BURROUGHS (USA)Jordan BURROUGHS (USA) outscored his opponents 28-3 in three bouts.

Since winning his record-breaking sixth world title in Belgrade last year, Burroughs has been dealt with some blows on the mat. In December, he lost to Ali SAVADKHOUI (IRI), his first career loss to an Iranian wrestler. Earlier this year, he failed to make the U.S. team at 79kg after losing to Chance MARSTELLER (USA).

Coach Brandon SLAY, who is with Burroughs in Taraz, finds a silver lining in him not making the world team in June.

"The silver lining, if there was one of not making the World Team, was he got to start his descent earlier," Slay said. "If wrestled in Serbia then he would have taken some time off after that and it would probably be a lot harder for him to get down to this weight so early."

The plan to wrestle at the DA Kunayev tournament was also part of the return to the Olympic weight class as there is no international competition left this year. Slay explained that the team did not come in with any game plan but wanted Burroughs to move more.

"I don't think there was necessarily a change in game plan," he said. "The main encouragement for him is to move his hands and move his feet because when he's moving, he's a very dangerous wrestler. He's hard to get his hands on. He's faking. He's really dangerous.

"When standing, just like most wrestlers, if you're a bird in a tree not moving at all, right, you're easier to shoot. So when he's floating and fluttering and moving his hands and feet then he's on track."

Jordan BURROUGHS (USA)Jordan BURROUGHS (USA) will wrestle Syrbaz TALGAT (KAZ) in the final on Saturday.

Burroughs not only moved but he attacked every bout. He trapped opponents for gut-wrench, strapped the legs, countered their attacks, and scored stepouts at will. And while there was a two-kilogram exemption at the tournament, Burroughs was doing this at 74.4kg.

"We got a little workout with him this morning and he was 74.4kg," Slay said. "He's only 0.4kg over scratch. He's scoring lots of points, getting in on his shots, and then he's still moving his feet, even at the very end of the match. I'm pleased. I think we have to keep that [wrestle at 74kg in almost three years] in mind."

Burroughs certainly rolled back the years with his performance on Friday in an almost packed Taraz Arena. And like at every tournament he wrestles, it did not matter if he was tired after his bouts, everyone wanted a photo clicked with him.

"There are not a lot of 35-year-old people who are competing like me," Burroughs said. "Anytime I am at a tournament, I am a title threat. It's fun to be always in the race."

Burroughs is not only the title threat like always, there is one more thing in order.

"Doubles still work."

He will hope that it works on Saturday as well.