#WrestleBelgrade

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

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.

#JapanWrestling

Wrestling prodigy Ono takes big strides, with family's support

By Vinay Siwach

JAPAN (January 8) -- Ben ASKREN calls him the 'best wrestler on the planet.' Jordan BURROUGHS (USA) invited him as a special guest to his academy. Kids are lining up to take his autograph. Wrestling social media pages have numerous highlights of him.

No wrestler has been talked about as much as Masanosuke ONO (JPN) in recent times, and not because he has a soy sauce named after him.

Two months have passed since he won the World Championships on the first attempt, but Ono remains the hottest topic in wrestling. Currently in the United States for various commitments, Ono first broke out by winning the U20 World Championships in October, and two weeks later, he rocked the world with his run at the World Championships in Tirana.

The 20-year-old, using his speed and a lethal gut wrench, dominated Olympic champion Zavur UGUEV (AIN), blanked world champion Vitali ARAJAU (USA) and posted three other technical superiority wins en route to the gold medal at 61kg. All that with a broken ankle.

"One month ago, I broke my ankle, and I couldn't practice at all," Ono had said after winning the gold in Tirana. "The Uguev match was my first live wrestling match after the fracture, and I was very unsure how I would do."

"It's like a dream for us," said Noriko, Ono's mother, who watched her son in the arena in Tirana. She was joined by her husband Masaharu, who was equally elated with his son's success.

Masanosuke ONO (JPN)
Masanosuke ONO (JPN) with his with sister Konami, left and Abdulrashid SADULAEV (center).

This was not the first time the couple had traveled with the Ono for a wrestling tournament. Well before Masanosuke became a world-known wrestler, the Ono household had been traveling for wrestling. In 2015, they traveled to Las Vegas for the World Championships. Photos of Ono with Burroughs and other wrestlers went viral on social media after he won.

Masaharu has several anecdotes of his son Ono's childhood, especially from wrestling tournaments.

"We stayed at the same hotel as the wrestlers in 2015," Masanharu recounts. "One day, he was missing. We searched for him in the hotel and later found that he was eating with Haji Aliyev and going around wrestlers' rooms to get autographs."

Jordan BURROUGHS (USA)
Jordan BURROUGHS (USA) poses for a picture with Masansuke and Konami ONO in 2015.

Ono's parents were not the only ones surprised. Former world champion Yuki TAKAHASHI (JPN), who was wrestling at 57kg in the 2015 World Championships, heard a rumor that a little wrestler from Japan had come to Las Vegas to watch the World Championships.

"It's very rare in Japan, and he's the only little wrestler I've ever known who has traveled all the way overseas to watch matches like this," Takahashi says. "That was the first time I saw him, in the hotel. I was the same age at the time as he is now, a third-year university student. I don't remember talking to him directly, but I remember feeling very happy watching him running around with a big smile on his face."

Takahashi, a two-time Olympian for Japan, is now a coach at Yamanashi Gakuin University, the school that produced Tokyo Olympic champion Takuto OTOGURO (JPN) and where Ono is a third-year student now.

Masanosuke ONO (JPN)
Masanosuke ONO (JPN) wrestling in school.

His story, however, begins way back -- when Ono was in kindergarten. Or, more specifically when he was removed from a music class. 

Unable to sit still and constantly interrupting his teacher, Ono was asked to leave the class. "The teacher was angry and told him to take up wrestling," Masaharu says.

Turns out, music's loss is wrestling's gain.

Ono's father Masaharu had no experience in wrestling, he practiced Kendo, a form of martial arts that uses sticks. Yet, he trained Ono, and himself fell in love with the sport.

"Wrestling, a sport in which you don't use any equipment, you compete using only your body," he says. "It's a fair competition. Whether you win or lose, you are solely responsible. There are no excuses. The match starts and ends with a handshake. I love that about it. I incorporated elements of Kendo into Masanosuke's wrestling. So I coached him, even though I had no experience."

Kenichiro FUMITA(JPN)The Ono siblings with Kenichiro FUMITA(JPN) in 2016.

Soon, Ono's sister Konami joined the training. Konami is two years younger than Ono but is already making a name for herself. She won the Japan Queen's Cup in 2023 and won silver at the U17 World Championships at 61kg after she won the prestigious Klippan Lady Open.

In the Ono household, wrestling became a way of life. Masaharu would take his kids to most domestic competitions in Japan. If not competing, they would travel to watch. He even made a "Save Olympic Wrestling" banner in 2013 when wrestling was dropped from the Olympic program.

At the 2012 Japan Championships, Kenichiro FUMITA (JPN) made a stunning debut, winning the gold medal. Later that day, Ono recognized Fumita outside the arena and ran to get his first autograph.

Yuki TAKAHASHI (JPN)Yuki TAKAHASHI (JPN), center, a coach at the Yamanashi Gakuin University, pictured with Masanosuke ONO (JPN), second from right.

Ono would join Yamanashi Gakuin University, and Takahashi would see him again since the 2015 World Championships.

"He had grown bigger since I came to watch the World Championships, but he looked like he was having fun practicing, and his attitude seemed the same as it was back then," Takahashi says. "My first impression was that he was stronger in defense than in attack. I remember it was hard to score points. We had a lot of sparring, and watching him wrestling with pure joy made me feel young again."

Takahashi says that he expected Ono to be dominant once he is free of injuries and begins competing internationally. 

"He had a lot of injuries and was unable to participate in many domestic tournaments for a long time, but when he is not injured and can train normally, he is really strong," he says. "He does not lose to fighters in higher weight classes. When he first entered the school, he was very weak even when sparring with me, but now he is really strong and has good natural ability, so I can feel his strength."

Ono made his international debut at the 2024 Asian Championships in 65kg and returned with a bronze medal from the Asian Championships after he was pinned by Tulga TUMUR OCHIR (MGL) who used a perfect arm throw. He dropped back to 61kg, a weight class more suited to him, and Ono was a menace.

"He doesn't change his wrestling style depending on his opponent but sticks to his own style. I expected him to win both the World Championships, but I didn't expect him to win so overwhelmingly."

The reason for Ono's ability to be the best on the mat comes from his speed. Takahashi explained that Ono researches a lot on his opponent and is quick to understand their gameplan.

"After he returned to Japan, I asked him about his impressions of Uguev. He said that he had done a lot of research and was able to understand what he was going to do just by moving a little," he says. "In terms of technique, it's not flexibility, but his speed that is so fast. There is always an initial movement before a technique, but he can perform the technique right there, so the opponent's reaction is delayed. Also, he predicts this and still performs the technique, so the opponent cannot even react."

 

Masanosuke ONO (JPN)
Soy sauce named Masanosuke, after Ono.

While Ono is away in the United States, his father Masaharu is planning for a long 2025 season. He wants to continue his travels with Masanosuke and Konami, which he has done since 2015. An owner of a soy sauce brewing factory in the Shimane Prefecture, Masaharu has even launched a soy sauce named after his son.

"I would be happy if people in the wrestling world around the world liked Masanosuke's interesting character," Masaharu says. "I am happiest when I travel the world to attend wrestling matches with Masanosuke and Konami."

Masaharu has documented his children's journey and is enjoying the love his son is getting so far in wrestling. Whether fans or his opponents, Ono is celebrated. Ono's walk after winning the gold was similar to what Connor McGregor did during his career; it went viral, adding to his celebrations like a fictional character from the manga series Attack on Titan (Shingekino Kyojin).

Masanosuke ONO (JPN)The Ono family in Budapest for the 2018 World Championships.

Masaharu also documented his family's trip to the 2018 World Championships in Budapest. Ono, then 14 years old, would run around to get pictures clicked. He got a few with Kyle SNYDER (USA), Sadulaev, Hassan YAZDANI (IRI), Taha AKGUL (TUR) and other stars.

And Masaharu has no plans to stop capturing his children on and off the wrestling mat. And then tell the stories of his travels.

"The viral photo with Burroughs was by chance," Masaharu says. "Ono had wandered off in the hotel and took his autograph. I did not believe that it was Burroughs's autograph. So he took me to his room and asked me to click a photo with Burroughs as evidence. That's how we got the photo. Later that night he won the gold medal at 74kg."