Boomerang Partners wraps up 2025 with strong growth in the sports vertical, updates on its AC Milan partnership, and multiple industry award wins.
The year also saw the...
Boomerang Partners & AC Milan to launch new hub: Time to Win
The strategic partnership between Boomerang Partners and AC Milan will continue within the framework of a new concept: “Time to Win”.
The “Time to Win” idea captures what both partners stand for. The iGaming world is highly competitive, just like top-level football. AC Milan is Italy’s most successful club on the international stage, while Boomerang Partners is pushing to become the one of the best sports affiliate programs worldwide, always working to deliver a better product & the best conditions for its clients and partners.
Boomerang Partners x AC Milan Hub
In early 2026, under the concept of “Time to Win”, Boomerang Partners will introduce the AC Milan hub, a one-of-a-kind web platform that is going to be targeted at the company’s affiliate partners and products users from its client portfolio. The website will provide information on:
- Joint projects and collaborations between the parties;
- ‘Money-can’t-buy-experiences’ involving visits to AC Milan-related facilities (such as the iconic San Siro Stadium and Mondo Milan Museum);
- Opportunities to get tickets to AC Milan home matches;
- Promotions tied to the Club’s top matches
- Opportunities to meet AC Milan Legends at various events;
- Special gifts from the Club, including jerseys with autographs
David Monk, Director of Partnerships at AC Milan, commented:
“We are delighted to join forces with Boomerang for the launch of Time to Win, an opportunity to bring the AC Milan experience even closer to fans who embody our Rossoneri passion.”
Players who visit the site will be able to go straight to Boomerang-bet website (the flagship project from Boomerang Partners’ client portfolio) & register.
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, added:
“The Time to Win concept reflects the confidence and ambition both sides bring to this partnership. This season, we’re not just focused on achieving great results in our own fields. We’re also fully committed to supporting each other every step of the way.”
The first year of partnership
Throughout the first year of collaboration, AC Milan and Boomerang Partners had numerous memorable events. Boomerang launched over five co-branded campaigns and produced more than 200 AC Milan-branded creatives. The company’s first-ever tournament for affiliate traffic, the Golden Boomerang Awards 2025 ceremony, was held at San Siro Stadium, generating 80+ million impressions from co-branded content.
Fan engagement was also high; there were contests with a total of 500+ participants and the overall reach was more than 40 million. Boomerang Partners ran three branded merch giveaways, gained over 300 media mentions, and saw more than 15% growth in organic branded search. They also worked with over seven PR partners and influencers and took part in around 15 joint events throughout the year.
Around 80% of people who took part in Boomerang’s sports initiatives said the VIP experiences (fully covered trips, accommodation, and attending AC Milan home games) made them trust the brand more and feel more involved.
Sports traffic across Boomerang’s affiliate network increased by 194%, interest in sports topics increased by 81%, and brand loyalty rose by 23%. Sportsbook GGR was up 62.87% year-on-year, and affiliate sign-ups grew by 58%.
The media impact was strong too: more than 30 exclusive campaigns, over 1,000 media mentions with a total reach of 320+ million, and more than 1 million views on AC Milan–related content across Boomerang’s channels.
The partnership also delivered solid visibility offline. The Golden Boomerang Awards 2025 brought in AC Milan legend Andrea Pirlo, over 200 affiliate partners attended AC Milan matches, including the derby with FC Internazionale, and more than 500 branded merch items were given away.
Boomerang Partners received 3 major awards during the year:
- ‘Rising Star in Sports Betting’ (Operator) – SBC Awards 2024
- ‘Best Player Engagement’ – SiGMA Europe Awards 2024
- ‘Unique Gaming Company of the Year’ – International Gaming Awards 2025
Just months into the second year, Boomerang added 2 more awards:
- ‘Social Media Campaign of the Year’ – SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) – SBC Awards 2025
Boomerang Partners & AC Milan set the highest goals for themselves and are ready to help each other achieve them in the future.
Boomerang Partners starts 2026 with participation in some of the largest industry awards.
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