The strategic partnership between Boomerang Partners and AC Milan serves as a good example of effective collaboration between a rapidly growing iGaming brand and one of the world’s most famous football clubs. This partnership will continue within the framework of a new concept, ‘Time to Win’.

What is the ‘Time to Win’ concept

The “Time to Win” concept reflects the essence of both parties. The iGaming industry is characterized by high competition, just like top-level football. AC Milan is the most successful Italian Club at an international level. Boomerang Partners, in turn, aims to become the world’s best sports-focused affiliate program. The company fights for the best product, the best conditions for clients and partners.

Boomerang Partners x AC Milan Hub

At the beginning of 2026, within the ‘Time to Win’ concept, Boomerang Partners will launch the AC Milan hub, a unique web platform aimed at the company’s affiliate partners and users of products from its client portfolio. It will become a must-visit website for many reasons. The site will feature information about:

• 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

And if a site visitor is a player, they can follow a direct link to the Boomerang-bet website (the flagship project from Boomerang Partners’ client portfolio) and register.

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.”

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

In their first year together, Boomerang Partners and AC Milan created many key moments. Boomerang launched over five co-branded campaigns and produced more than 200 AC Milan-branded creatives. The company’s inaugural affiliate traffic tournament, the Golden Boomerang Awards 2025 ceremony, took place at San Siro Stadium and became the top-performing activation, with 80+ million impressions from co-branded content.

Fan engagement was also high – 500+ participants joined contests, and the overall reach exceeded 40 million. Boomerang Partners organized three branded merchandise giveaways, received 300+ media mentions, and recorded a 15%+ growth in organic branded search. There were 7+ PR and influencer collaborations and around 15 joint events during the year.

Importantly, 80% of participants in Boomerang’s sports initiatives said that VIP experiences – including fully sponsored trips, accommodation, and visits to AC Milan’s home matches – increased their trust in the brand and sense of engagement.

Sports traffic across Boomerang Partners’ affiliate network grew by 194%, interest in sports topics by 81%, and brand loyalty by 23%. Sportsbook GGR rose 62.87% YoY, and affiliate sign-ups increased by 58% YoY.

The media effect was also notable: 30+ exclusive campaigns, 1,000+ media mentions with a reach of 320+ million, and 1+ million views of AC Milan-related content on Boomerang’s platforms.

The partnership brought strong visibility. The Golden Boomerang Awards 2025 ceremony featured AC Milan Legend Andrea Pirlo. Over 200 affiliate partners attended AC Milan matches, including the derby with FC Internazionale, and 500+ merchandise items were given away.

Boomerang Partners received three major awards during the first 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

A few months into the second year, Boomerang added two more awards:

• ‘Social Media Campaign of the Year’ – SBC Awards 2025
• ‘Rising Star in Sports Betting’ (Operator) – SBC Awards 2025

What’s next

Boomerang Partners and AC Milan have big plans for the future. The partners set the highest goals for themselves and are ready to help each other achieve them.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. The agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.

The agency’s client portfolio contains 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.