#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

Saturday, September 3, 2022 - 12:50 By United World Wrestling Press

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COSIER-VEVEY (August 30) --- Our decision to undergo a digital transformation at United World Wrestling (UWW) can be dated back to as early as 2014 – a year after the federation was reinstated into the Olympic Program. As is the nature of digitalization and the importance of getting the timing and product launch just right, we’ve now entered year one of a new digital era at UWW following the launch of our very own mobile app, organic video hub, and customer relationship management (CRM) tool, in time for the Wrestling World Championships (10th to 18th September). 

The vision to revolutionize the sport was first tabled by our president Nenad Lalovic, who, since taking up the presidency in May 2013, has advocated change to the makeup of international wrestling and how we look to engage new fans and stakeholders. By putting digital transformation at the heart of our modernization, we are in the midst of the biggest transition our sport will experience in modern times and will certainly enhance the offering we provide to our fanbase, to our athletes, and to our national federations.

Now is the right time to do this. Why? There are many industries that have already gone through this process and is something we are seeing more across the sports industry. This is not something that can wait another five years before we look to instigate change. By then, it might be too late. As the Olympic Movement attracts new audiences, we have to stay ahead and modernize with the industry, in order to set new goals, and not to shy away from doing things differently.

The pandemic shone a light on the challenges that we faced as an international federation and some of the changes we needed to make. For example, we implemented distance-learning and webinars that brought our community closer together during trying times. This at large is how we plan to continue – to provide digital solutions, not only as a digital transformation “check-box”, but to help our national federations grow and bring about positive change to the sport of wrestling.

The exciting thing about digitalization is that it offers infinite possibilities. We can certainly provide a broader offering for our audience, but for our sponsors, national federations, and the grassroots of our sport, too. There are many different tools that will allow us to move forward and offer new opportunities to stakeholders. Digital transformation expands our ability to adapt to new trends and to leverage customer data that will influence how we distribute content. 

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

With the proliferation of D2C technologies, our fans have naturally spread across so many different platforms. In the past, we didn’t pay too much attention to what the individual consumer wanted. So, without a digital portfolio, we have been unable, until now, to stay connected with our growing fanbase. 

This observation has formed the basis for UWW’s  digital transformation and is already reaping rewards. Our investment strategy covers three key areas – mobile, video, and data capture – all of which are designed to bridge the relationship with our core and newcomer fans and the sport of wrestling. 

Without the means for a direct relationship with our audience, UWW has until recently been unable to engage fans retrospectively, nor have we been able to build their connection with our sport at a level of engagement we hope to achieve via our new mobile application and the video hub. By expanding our digital footprint, and taking ownership of customer data these platforms will collate, we can explore more easily our relationship with our audience via the CRM and tailor the D2C experience to the individual fan.

Before the launch of our latest products, in the past year, we have seen increased engagement from the followers of our sport. In the year leading to the 2022 World Championships, UWW social channels grew by 21 percent to more than 2.25 million followers, according to research carried out by Redtorch, including 78,500 new followers between April and June of this year. Going forward, by taking this direct-to-consumer (D2C) approach, we will be able to build audience engagement ahead of our flagship events, establish trust during the championships, and continue to build loyalty among our growing fan base.

The way we’re trying to operate today – not only as a service, but also as a video content provider – is to communicate directly with people, and extends to our partners, too. As well as serving fans who watch wrestling from their homes, our digital approach also enables us to provide more dynamic packages for sponsors, more content for broadcasters, and therefore richer, more entertaining, video content tailored for our audiences. 

This is UWW bringing that vision we laid out over the past decade to fruition. By improving the experience, we will provide a more consolidated, one-stop shop capable of delivering everything a passionate wrestling fan is going to be pleased with. Going forward, this will help us to engage new fans based on their interactions with our digital products and customize their experience from the moment they begin watching the sport and one that builds a rapport between UWW and its audience. This will serve us well for many years to come.

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Before we began our digital transformation, we set out a roadmap to ensure that our end-goal was clear. In year one, we’re focusing on our mobile app, video hub, and the CRM. But that’s just the beginning of the journey. By moving our operations to the cloud, it will allow us to scale our production without upsetting the quality for our subscribers. 

We want to attract larger audiences. Whereas, in the past, we haven’t been equipped to meet greater demand from the wrestling community, our digital transformation will unite our athletes, coaches, and stakeholders into an efficient, paperless ecosystem, whereby our national federations will be able to communicate ideas and solutions via a centralized home for wrestling. 

While exciting from the outside, I must be honest about our journey so far and the value we’ve drawn from external consultation. Digital transformation is certainly not something that organizations can take on alone. There needs to be resources in place and experts you can work with to set the right structure and roadmap in place to deliver on our transformation targets. 

In order to achieve our goals, we have been working alongside N3XT Sports since last year, and the team continues to provide the soundboard for building new ideas for digitalization and to identify the challenges and opportunities it will present us in the future. The entire working group at N3XT Sports – from the consultants, to the project manager to the designers and engineers – provide expert advice and know-how when it comes to understanding the long-term journey for digital transformation. 

From the moment we put ideas down in writing, through to the execution and delivery of our new digital portfolio, the entire working group has demonstrated the basis of change-management inside an international federation like ours. It’s important for a whole organization – and not only a handful of departments – to contribute to the project. In return, this helps align our vision as the global governing body with the realities of our regional partners, coaches, and athletes.

In doing so, we have learnt that digital transformation is a long-term commitment. Having taken the first and most important step on our journey, N3XT Sports and our strategists continue to envision how the decisions we make today will impact and open up new opportunities for the sport of wrestling in the future. This level of detail is vital if we want our digital transformation to be a success in the decades to come. We are very excited to be on this journey and look forward to inviting you to join us.

2026 Muhamet Malo

Muhamet Malo 2026 Day 3 Results: Yaneva wins 68kg; Ostaev Best in GR 87kg

Friday, February 27, 2026 - 18:59 By Vinay Siwach

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TIRANA, Albania (February 27) -- World silver medalist Yuliana YANEVA (BUL) opened her 2026 season with a gold medal at the Muhamet Malo Ranking Series in Tirana. Just two months before the European Championships, Yaneva's gold medal makes her the favorite to win gold.

In a field that had Olympic silver medalist Meerim ZHUMANAZAROVA (KGZ), U23 world champion Nesrin BAS (TUR) and European medalist Kateryna ZELENYKH (ROU), Yaneva displayed tactical wrestling on her way to pick gold, blanking Zhumanazarova in the final.

While the final lacked action, it was full of some top-level defense with Yaneva being quick to throw her legs back whenever she was attack, circling to get in position and even remained active in both periods to be not put on the activity clock.

Zhumanazarova, however, was put on the clock twice and she failed to score both times, giving Yaneva a 2-0 lead, which was also the winning score.

Macey KILTY (USA)Macey KILTY (USA) defeated Anastasiia SIDELNIKOVA (UWW) in the 62kg final. (Photo: United World Wrestling / Kostadin Andonov)

At the other Olympic weight class in action on Friday, world bronze medalist Macey KILTY (USA) added a gold medal to her season opening bronze at the Zagreb Open three weeks ago.

Kilty, who has moved down to 62kg from 65kg this season, secured three victory via technical superiorities and one was a 9-0 blanking in the semifinals.

The 24-year-old opened the day with a 10-0 win over Amina CAPEZAN (ROU) and won next bout against Ilona PROKOPEVNIUK (UKR) with the same score. Facing Zagreb Open silver medalist Johanna LINDBORG (SWE) in the semifinal, Kilty brought her counter-attacking game and won 9-0.

Anastasiia SIDELNIKOVA (UWW) was moving up to 62kg from 59kg and she felt the difference against Kilty in the final as the American was little too strong for Sidelnikova. Despite giving up two points in an exchange, Kilty controlled the final to win 12-2.

Kilty and Sidelnikova had met in the opening round at the Zagreb Open as well and the former had won via fall.

Othelie HOEIE (NOR)Othelie HOEIE (NOR) scores the match-winning takedown against Svetlana LIPATOVA (UWW). (Photo: United World Wrestling / Kostadin Andonov)

At 59kg, Othelie HOEIE (NOR) won her first international medal in over two years by Svetlana LIPATOVA (UWW), 4-2, in the final.

In 2023, Hoeie had one of her best season, winning bronze at the World and European Championships. But since, she has failed to win a medal at six events over the past two years.

The drought finally ended and that too with a gold as Hoeie won three low scoring but tactical bouts in Tirana. She began with a 4-0 victory over Dilan TAN (TUR) before stopping Abigail NETTE (USA), 2-0, in the semifinals.

In the final against Svetlana LIPATOVA (UWW), Hoeie was about to be called passive when her forward pressure took Lipatova towards the edge and Hoeie scored a takedown to open the scoring and lead 2-0.

Lipatova took a 2-2 criteria lead early in the second period with a powerful takedown that Hoeie failed to defend. As the clock ticked, Hoeie attempted various attacks but with no success.

But in the final minute, Lipatova defending a takedown by pressuring Hoeie's on the mat but the Norway wrestler managed snuggle out of that and score a clear takedown to lead 4-2.

She defended that lead for the final 44 seconds to win a Ranking Series gold, the first of her career.

Alina KASABIEVA (UWW)Alina KASABIEVA (UWW) battles it out against Kriszta INCZE (ROU) in the 65kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

World silver medalist Alina KASABIEVA (UWW) kept it later to beat Kriszta INCZE (ROU). 4-2, for the gold medal.

Kasabieva was put on the activity clock in both periods and she failed to score any points in those, giving Incze a 2-0 lead. But as the second period expired, Kasabieva scored a takedown to make it 2-2 but led on criteria, thanks points via bigger technique.

Incze tried a last-ditch attempt in the final 10 seconds but an alert Kasabieva stepped backwards before scoring the match sealing takedown.

Alan OSTAEV (UWW)Alan OSTAEV (UWW) prepares to throw Lasha GOBADZE (GEO) during the 87kg final. (Photo: United World Wrestling / Amirreza Aliasgari)

Ostaev, Stepanov Win Greco Golds

Former world champion Lasha GOBADZE (GEO) was in unreal form today looked like he is going to run away with the 87kg gold medal. He almost did as well.

In the final against Alan OSTAEV (UWW), Gobadze hit a reverse lift for four points to lead 5-3. But Ostaev managed to score a front headlock roll to cut the lead to 5-3.

It all changed in the second period when Ostaev exposed Gobadze's weak conditioning. He scored points using a gut-wrench from par terre and won the gold medal 12-5.

World champion Aleksandr KOMAROV (SRB) was also entered in the weight class but Milad ALIRZAEV (UWW) stunned him 1-1 in the opening bout. Alirzaev lost his second bout to Gobadze, 6-6, before returning to win the bronze medal.

Sergei STEPANOV (UWW) kept it a simpler against Evgenii BAIDUSOV (UWW), pulling off a 4-0 victory in the 77kg final.

He began with a stepout against Baidusov which was doubled up as Baidusov was penalized for fleeing, giving a 2-0 lead to Stepanov. Then came the point for first par terre position. Though Stepanov failed to score any points, he was up 3-0 at the break.

In a rare occasion, Stepanov was awarded the second par terre position as well in the second. He again failed to score but held a 4-0 lead which he defended until the clock expired.

Photo

RESULTS

Women's Wrestling

59kg
GOLD: Othelie HOEIE (NOR) df. Svetlana LIPATOVA (UWW), 4-2

BRONZE: Mariia VYNNYK (UKR) df. Bediha GUN (TUR), 4-0
BRONZE: Abigail NETTE (USA) df. Dilan TAN (TUR), 3-1

62kg
GOLD: Macey KILTY (USA) df. Anastasiia SIDELNIKOVA (UWW), 12-2

BRONZE: SAVITA (IND) df. Adaugo NWACHUKWU (USA), 7-5
BRONZE: Johanna LINDBORG (SWE) df. Ilona PROKOPEVNIUK (UKR). 7-4

65kg
GOLD: Alina KASABIEVA (UWW) df. Kriszta INCZE (ROU). 4-2

BRONZE: Emma BRUNTIL (USA) df. Aizhan SUIDUOVA (KAZ), 10-0
BRONZE: Gulnura TASHTANBEKOVA (KGZ) df. Apeksha PATIL (IND), 4-3

68kg
GOLD: Yuliana YANEVA (BUL) df. Meerim ZHUMANAZAROVA (KGZ), 2-0

BRONZE: Tindra SJOEBERG (SWE) df. KIRTI (IND), 8-4
BRONZE: Nesrin BAS (TUR) df. Solin PIEARCY (USA), 10-0

Greco-Roman

77kg
GOLD: Sergei STEPANOV (UWW) df. Evgenii BAIDUSOV (UWW), 4-0

BRONZE: Amir ABDI (IRI) df. Kaharman KISSYMETOV (KAZ), 4-3
BRONZE: Robert FRITSCH (HUN) df. Alireza ABDEVALI (IRI), 5-3

87kg
GOLD: Alan OSTAEV (UWW) df. Lasha GOBADZE (GEO), 12-5

BRONZE: Istvan TAKACS (HUN) df. Asan ZHANYSHOV (KGZ), 8-4
BRONZE: Milad ALIRZAEV (UWW) df. Islam ALIEV (UWW), 9-0

Morning Session Highlights

15:35: Greco 87kg semifinals - Two high scoring semifinals as Lasha GOBADZE (GEO) slams Islam ALIEV (UWW) twice using reverse lift to win 9-0 while Alan OSTAEV (UWW) scores takedowns at will against Istvan TAKACS (HUN) to beat him 8-0

15:25: Greco 77kg semifinals - Two Iranians fall in the semifinals at 77kg. Sergei STEPANOV (UWW) beats Amir ABDI (IRI), 3-2, after defending well in the second period. He scored a turn in the first period from par terre to take a 3-0 lead. When asked to go down on par terre in the second period, he gives up only a points to keep the 3-2 lead. He will take on Evgenii BAIDUSOV (UWW) for the gold medal after the UWW wrestler denied Alireza ABDEVALI (IRI), 6-1.

15:15: 68kg semifinals - In what was the match of the day, Olympic silver medalist Meerim ZHUMANAZAROVA (KGZ) held Nesrin BAS (TUR) down with all her might to win the semifinals at 68kg. Zhumanazarova led 3-0 but Bas was given a point for Zhumunazarova's play and then the Kyrgyzstan wrestler was failed to score during the activity clock that made the score 3-2. Bas got on a single leg attack during the last 15 seconds but was unable to expose Zhumanazarova despite constant pressure. A lost challenge from Bas made the score 4-2 for Zhumanazarova.

For the gold medal, Zhumanazarova will face world silver medalist Yuliana YANEVA (BUL). A slow start to the semifinal between Yuliana YANEVA (BUL) and Tindra SJOEBERG (SWE) with the former getting called passive and Sjoeberg leading 1-0 at the break. But Yaneva scores a takedown and a stepout in the second period to lead 3-1. Sjoeberg managed to get on an attack was about to takedown to Yaneva but the Bulgarian disturbed the Sweden wrestler and scored a lift to get two points and gave up one for the reversal to complete a 5-2 win.

15:00: 65kg semifinals - Apeksha PATIL (IND) gave an early scare to Alina KASABIEVA (UWW) but the latter manages to stand firm despite constant attacks from Patil. She counters those attacks and score five takedowns in her 12-2 win. She will face Kriszta INCZE (ROU) for the gold medal after the Romanian blanked Aizhan SUIDUOVA (KAZ), 10-0.

14:50: 62kg semifinals - Anastasiia SIDELNIKOVA (UWW) scores a stepout with four seconds remaining to win the semifinal against Adaugo NWACHUKWU (USA). Nwachukwu led 3-2 but pressure from Sidelnikova forces the American out of the zone which gives Sidelnikova a 3-3 criteria lead. The U.S. challenges the call but loses to make it 4-3 with four seconds left. Nwachukwu doesn't give up and gets body lock and throws Sidelnikolva in time but the UWW wrestler does not land in danger, hence no points. Sidelnikova will face Macey KILTY (USA) after she denied Johanna LINDBORG (SWE), 9-0, in the first semifinals. She scored four takedown and a stepout. Lindborg got on her attacks multiple times but failed to finish them.

14:40: 59kg semifinals - Former world bronze medalist Othelie HOEIE (NOR) picks up a 2-0 win over Abigail NETTE (USA). Both points coming from activity clock points. She will face Svetlana LIPATOVA (UWW) for the gold medal after Lipatova also managed a 2-0 win against Bediha GUN (TUR), points for a takedown in the first period.

Semifinals will begin at 14:00 hours local time

13:40: Asan ZHANYSHOV (KGZ), world bronze medalist, got the par terre in first period but failed to score any points from there. On the other hand, Alan OSTAEV (UWW) scored two takedowns in his 6-1 victory over Zhanyshov to advance to the semifinals at 87kg.

13:20: Istvan TAKACS (HUN) manages to defend his par terre position against Shamil OZHAEV (KAZ) to defeat the Kazakhstan wrestler 4-1 and advance to the semifinals at 87kg.

13:00: World silver medalist Yulia YANEVA (BUL) with a controlled 5-1 victory over KIRTI (IND) while Meerim ZHUMANAZAROVA (KGZ) beats Solin PIEARCY (USA), 10-0, to advance to the semifinals at 68kg

12:50: Not to be for Grace BULLEN (NOR) in an all Nordic battle against Johanna LINDBORG (SWE) at 62kg. Lindborg was controlling Bullen in a pin position but failed to get it. However, her 8-2 lead was enough to get the victory over Bullen

12:45: World bronze medalist Macey KILTY (USA) with a leg lace to build a 9-0 lead over Ilona PROKOPEVNIUK (UKR) at 62kg. In the second period, Prokopevniuk with an aggressive move which forces the referees to caution her and award a point to Kilty, giving the American a 10-0 victory

12:30: Alina KASABIEVA (UWW), world silver medalist at 65kg, with a clean and controlled 6-0 victory over Gulnura TASHTANBEKOVA (KGZ) at 65kg. Moments later, Anastasiia SIDELNIKOVA (UWW) beats SAVITA (IND) at 62kg, 11-0.

12:20: Milad ALIRZAEV (UWW) got the par terre position in the second period over Lasha GOBADZE (GEO) with the score reading 6-2 in favor of the latter. But Alirzaev managed one turn to make it 6-4 with over a minute remaining. He needed three points for a victory. He scored a takedown to make it 6-6 but could not find one more point for the win. He drop the bout and with that world champion Aleksandr KOMAROV (SRB) will not get a repechage and return home without a medal.

12:00: World bronze medalist Asan ZHANYSHOV (KGZ) led 3-2 at the break against Gela BOLKVADZE (GEO) and then scored two more points in the second period to complete a 5-2 victory at 87kg.

11:40: Alireza Morad ABDEVALI (IRI) with a stepout in the second period to beat U23 world champion Alexandru GUTU (MDA), 3-2, at 77kg. Gutu scored a takedown in the first period to lead 2-0. But he gave up a stepout before being put in par terre which made the score 2-2. As Abdevali was not able to score, Gutu held the criteria for a bigger move. But Abdevali scored a stepout to break the tie and win.

11:25: A quick win for Olympic Meerim ZHUMANAZAROVA (KGZ) over Destiny ADEYELE (USA), finishing her first bout at 68kg, 11-0.

11:15: Grace BULLEN (NOR) was trailing 5-2 against MANSI (IND) with 10 seconds left but manages to bring down the Indian with an outside trip and a fall. While the fall was not confirmed before the clock expired, Bullen wins 6-5. Nothing else expected of Bullen

11:10: SAVITA (IND), a former U20 world champion, SAVITA (IND) with a fall over Lais NUNES (BRA) at 62kg. Savita overpowering Nunes there. But in the next match on Mat B, ANJLI (IND) gives up her lead and Adaugo NWACHUKWU (USA) beats her 14-7 at 62kg.

10:50: Alirzaev beats Komarov! World champion Aleksandr KOMAROV (SRB) is on the mat to face Milad ALIRZAEV (UWW) at 87kg. Alirzaev gets the first par terre advantage but fails to score any points. In the second period, Komarov gets the position but he also fails to score. Alirzaev then defends his 1-1 criteria lead to win.

10:30: The third day of the Ranking Series will see the Greco stars take the mat with 77kg and 87kg while Women's Wrestling continues in 59kg, 62kg, 65kg, and 68kg.