Boomerang Partners conducted extensive research at iGB London 2025 to collect feedback from iGaming industry leaders on affiliate programs, marketing tools, and...
Interview with Anton Eshtokin – CMO at Boomerang Partners
AffPapa recently interviewed Anton Eshtokin, CMO of Boomerang Partners, about the AC Milan partnership, Golden Boomerang Awards, sports traffic growth, and more.
Yeva: Anton, as CMO of Boomerang Partners, can you tell us about your journey into this role and how your vision has shaped Boomerang’s rapid growth in the affiliate space?
I have been in the iGaming industry for over 10 years, during which I have held CMO positions on both the operator and affiliate sides, including a significant role in a major sports media holding. This experience provided a logical transition into Boomerang Partners, one of the most ambitious and progressive affiliate programs with a sports focus.
Our strategy is based on a comprehensive 360-degree marketing approach, data-driven decisions, and a constant drive to experiment and innovate. We have assembled an outstanding team that includes sports experts, which allows us to make well-informed decisions and maintain high sports relevance.
Yeva: Let’s talk about the AC Milan partnership and its first anniversary at iGB L!VE. Looking back, what impact has this collaboration had on Boomerang’s brand visibility and partner engagement?
The strategic partnership between Boomerang and AC Milan is a benchmark for cooperation between iGaming brands and top-tier football clubs. AC Milan has proven to be a reliable partner, consistently receptive and supportive of our initiatives. A prime example of this collaboration was hosting the award ceremony for the second season of our global annual affiliate tournament, the Golden Boomerang Awards 2005, at the iconic San Siro stadium in Milan. It was combined with a networking event, and we received warm feedback from both guests and participants.
Our partnership with AC Milan has significantly enhanced our brand’s reach and engagement. The impact has been substantial, and the numbers speak for themselves. Over our first year of partnership, we achieved the following results:
- A 194% growth in sports traffic across Boomerang’s affiliate ecosystem.
- A 23% boost in Boomerang brand loyalty.
- An 81% increase in audience interest in sports.
- Over 30 exclusive partner campaigns were powered.
- More than 1,000 media mentions with a total global reach exceeding 320 million.
- Over 1 million impressions on Boomerang’s platforms from AC Milan-related content.
By the way, during the past football season, we facilitated trips for over 200 of our partners to attend AC Milan matches at the San Siro stadium (the most attended match was the derby between AC Milan and Inter FC on February 2, 2025). It was a unique experience for many of them.
As you can see, we have much to be proud of, and we are entering the second year of our partnership with great optimism and ambition. I am confident that we will continue to find innovative ways to surprise the affiliate industry and the sports world. We look forward to achieving even greater milestones together.
Yeva: You’ve mentioned that the partnership has played a major role in sports traffic growth. Can you give us more insight into how AC Milan has helped transform your approach to sports-focused marketing and partnerships?
I must note that we shifted our strategic focus to sports traffic, not from the moment we partnered with AC Milan. We began seeking a partner of such a high level and global recognition because we already understood the significant potential of working with sports traffic. It represents not only the future but also the present. This direction enables us to anticipate high audience engagement, brand loyalty, and consistent results throughout the year, given the vast diversity of sports competitions. I would like to add that AC Milan has a global fan base of over 550 million people. Therefore, you can easily imagine how much visibility our partnership with the club has provided us with.
If you want to work with sports traffic, you need to have the appropriate infrastructure in place. Our agency has in-house sports analysts whose extensive expertise allows us to plan our work and projects at a strategic level. Currently, we have over 3,000 partners, many of whom work with sports traffic. Our affiliate managers have successful case studies where partners with no prior experience in this area effectively transitioned to this direction and are achieving excellent results. This is facilitated by the support and analytics from our side, as well as the detailed offers that take into account the individual approaches of each partner.
Yeva: Boomerang has featured club legends like Pirlo and Ambrosini at key events, and even hosted the Golden Boomerang Awards at San Siro Stadium in Milan. What’s the strategy behind blending sports culture with affiliate business? What feedback did you get from your partners?
The feedback has been very positive! You know, we are seeing a significant increase in interest in our tournament. For instance, in 2025, the second season of the Golden Boomerang Awards saw the participation of over 400 affiliate teams from around the world. To put this in perspective, there were 226 teams the previous year. The tasks that participants undertake are not solely focused on sports traffic, but we believe we are successfully combining sports culture with the affiliate business. For example, you mentioned the AC Milan Legends Andrea Pirlo and Massimo Ambrosini. We were delighted that they supported us at our top events. Pirlo presented the awards to the winners of the Golden Boomerang Awards 2025 and participated in our joint charity auction with Fondazione Milan. Ambrosini and another AC Milan Legend, Serginho, were present at our booth at SiGMA Malta Europe 2024 and took part in our activities, including a raffle for tickets to the club’s matches.
Regarding our booths, we consistently integrate sports elements into their design and structure. This was the case at the recent iGB London, where we introduced the concept of the Boomerang Arena — a compelling blend of sports and technological innovations. We received fantastic feedback from booth visitors. Thus, integrating sports culture into the positioning of an affiliate brand significantly contributes to its recognition.
Yeva: The Golden Boomerang Awards have quickly become one of the most talked-about competitions in the affiliate space. What inspired its creation, and how has it developed since its first edition?
The idea to create the Golden Boomerang Awards stemmed from the observation that there was a lack of such an initiative in the affiliate marketing industry. For Boomerang Partners, this tournament serves multiple purposes. Primarily, it helps us build a global, loyal community. The Golden Boomerang Awards (GBA) provides affiliates from around the world with a platform to showcase their expertise and gain the recognition they deserve.
During the second season of the Golden Boomerang Awards, the share of sports traffic to our portfolio brands increased by 39%, and the sports traffic attracted to the active segment during the competition remained at 86%. This demonstrates that hosting the tournament enables us to achieve our most ambitious business goals.
We continually strive to enhance the tournament and its rules. As I mentioned earlier, the second season saw the participation of over 400 affiliate teams, representing a significant increase from the 226 teams in 2024. The second tournament was conducted across two leaderboards, allowing us to diversify the traffic and evaluate the participants’ achievements effectively. Additionally, they had the opportunity to compete for prizes in three monthly raffles and a special mini-tournament coinciding with the semi-final stage of the UEFA Champions League.
Yeva: You’ve hinted that the third edition is already in the works. Can you give us a peek at what’s to come and how you plan to keep raising the bar for industry engagement?
The third season will raise the bar even higher. Period! We are already actively working on refining the rules and will take into account the feedback we have received from participants. By the way, all teams that participated in the second season, even those that didn’t win anything, have already assured us that they are eagerly looking forward to the next competition.
While I cannot share the specifics yet, I can assure you that the Golden Boomerang Awards 2026 will surpass the first two seasons in terms of its scope. Additionally, we are preparing another exciting initiative related to this one. We will be revealing this secret very soon, and we are confident that it will be of great interest to the affiliate industry.
Yeva: Boomerang has grown from a startup to a global powerhouse operating in 40+ GEOs. What do you consider the key pillars of your affiliate program’s success?
Honesty, expertise, and ambition. I have listed these principles in no particular order because each holds immense significance. It is no secret that the affiliate marketing industry is highly competitive. It is not enough to have one successful moment and then rest on your laurels. Only through continuous development, market analysis, and adaptation to trends can you achieve lasting results.
Speaking of results, we have certainly achieved successes to be proud of. We currently have over 3,000 partners, and the brands in our portfolio operate in more than 40 geographical regions, ensuring compliance with local legislation. We provide new partners with over 100 offers immediately after registration and are open to discussing individual terms. While our focus is on sports traffic, we are also interested in other types of traffic.
Yeva: You’ve seen a 194% increase in sports traffic since June 2024, which is impressive by any standard. How do you intend to maintain this rate and continue operating in such a competitive space?
Our success is based on a carefully thought-out strategy. It takes into account market analysis and adaptation to new trends. We have formed and are constantly expanding a loyal affiliate community. Experienced professionals are responsible for each area of our work. In addition, we use modern technologies in our work, including our own tools. The latter helps us to effectively predict customer LTV with high accuracy (thus providing a 5x increase in traffic volumes), reduce payment-related risks by 30% monthly, and analyze user behavior to improve the quality of promotional campaigns.
We value each of our partners. The trust and support we provide, including from our in-house analytical department, enable them to achieve their goals and develop mutually beneficial cooperation with us. This approach has led to impressive results:
- In 2024, the online betting segment of Boomerang Partners’ network surged 5
- Our affiliate program demonstrated a 120% increase in partners.
- The number of online sports betting offers surged by more than 6
- Sports traffic increased by 194% year-over-year.
We are satisfied with these achievements, but they also motivate us to continue our active work and maintain Boomerang Partners’ status as one of the best sports affiliate programs in the industry. Thank you for your questions.
Company: Boomerang Partners
Interviewee: Anton Eshtokin
Date: 24.07.2025
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