#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.

Trailblazer Epp Mae retires as Estonia's top wrestler

Tuesday, January 28, 2025 - 13:16 By Vinay Siwach

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ESTONIA (January 28) -- European champion and two-time World Championships medalist Epp MAE (EST) announced her retirement earlier in January at an emotional press conference in Tallinn. She left her shoes on the mat, symbolizing retirement from wrestling.

The 32-year-old is Estonia's most successful wrestler in Women's Wrestling, winning gold at the European Championships in 2021 and silver medals in the 2017 and 2022 editions. She also has a bronze medal from 2019.

At the World Championships, Mae became the first Estonian wrestler to win a medal, enter the final, and even have two medals. She won silver in the 76kg in 2021, plus three bronze medals in 2015, 2019, and 2022.

"The day I announced my retirement was very emotional and hard because something so big in your life came to an end," Mae told UWW. "I knew that I was about to retire because I was expecting a baby. But it was difficult to stand in front of the people and say that this part of my life has ended, so announcing was harder than deciding it inside myself."

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Epp Mäe (@eppmae)

Mae is a two-time Olympian for Estonia. She made her Olympic debut at the 2016 Rio Games and finished 13th. She improved to eighth at the 2020 Tokyo Games. For the 2024 Paris Olympics, Mae tried qualifying in the 76kg weight class but failed to achieve that. Her last international competition was the World Olympic Qualifier in May in Istanbul.

"To be honest, I did not expect my career to be this long, as it is," she said. "I did not have any role models in female wrestling in Estonia when I was growing up. So I had no idea whether it was possible to earn money or live from wrestling and how far it was possible to go from my country. I dedicated my life and my career to wrestling as much as I could. An athlete should know it's time to step down. It aligned for me with a wish to start a family."

Epp MAE (EST)An emotional Epp MAE (EST) announcing her retirement in a wrestling club in Tallinn on January 9. (Photo: ERR / Siim Lõvi)

Mae took up wrestling after her father, a former wrestler, pushed her into the sport. However, there were no partners to train with and Mae did not have any national competitions. She even trained in judo and sumo just to get training.

When Estonia did start a national championship in women's wrestling, Mae dominated, winning it 12 times in her career. For other sports, she is a four-time Estonian sumo champion, a four-time Estonian beach wrestling champion, and has also been an Estonian judo champion on one occasion.

"I have always laughed that the population of Estonia is 1.3 million and I am one in a million to choose to do something like this and be successful," she said. "Coming from a small nation, it is not easy to break through to the top. Most likely you don't have training partners at home. you have to travel a lot away from your country and get to train at a level that you need to succeed."

Epp MAE (EST)Epp MAE (EST), red, wrestling at the 2014 World Championships in Tashkent. (Photo: United World Wrestling / Martin Gabor)

Internationally, Mae made her debut in 2007 at the U17 European Championships, winning a bronze medal in the 70kg weight class. She began her senior career at the Yasar Dogu in 2011 and won a silver medal at 72kg at the age of 18.

In 2012, Mae clinched the U20 European Championships and remains the only Estonian wrestler to win gold at the continental event at any age group. A decade later, she reached the final of the World Championships at 76kg, marking another historic landmark in Estonian wrestling.

"As I said there was no one in front of me to lead the way, I am happy that I went through everything to get to places and results that I managed to and kind of make a path for all the girls from Estonia who will ever wish or have this doubt whether it is possible to get that far," she said. "I am happy that they have a path already in front of them. I wish that they would want to go bigger and further than I did. I will be more than excited and happy if someone did do that."

Epp MAE (EST)Epp MAE (EST) wrestling in the 2021 World Championships final at 76kg in Oslo. (Photo: United World Wrestling / Tony Rotundo)

Reflecting on her career two-decade-long career, Mae did share her disappointment of not winning a medal at the Olympics but was happy to have achieved what she has for Estonia.

"My father recently told a journalist that what I did [in wrestling] was against the odds because we did not have all the possibilities and facilities a bigger team would have," she said. "So I think I did good in my career by achieving the results that I did. Little sad that I did not win a medal at the Olympics. But I can leave wrestling knowing that I gave everything. There is never going to be any doubt that what if I could have done this or that."

Now off the mat, Mae will concentrate on her family and follow the sport from afar.

"I will keep following wrestling and the wrestling friends I have made during the years. I will keep following them," she said. "For Estonia wrestling, I wish all the girls in different age groups we have right now will be motivated just to go as far as possible and always try to achieve the best for you. I will try to help Estonian wrestling as I can and I hope they will not stop developing Estonian female wrestling."