From July 1 to 2 inclusive, Boomerang Partners, an Affiliate Gambling & Betting Marketing Agency, participated in iGB L!VE London on stand F50. One of the world’s largest iGaming events was held on a grand scale at ExCeL London. It proved to be an effective networking platform for major operators, affiliate teams, tech vendors, and game providers.

Meetings, sports expertise, and new agreements

One of the main topics attracting visitors to the stand was Boomerang’s expertise in sports. The company runs one of the leading sports-focused affiliate programs in the industry and is eager to share its expertise with market players. This knowledge is built on the support of a strong in-house analytics department, and one of its results was the launch of the Sports Marketing and Betting Calendar 2026 earlier this year. Numerous affiliate teams use insights from this guide to launch and run campaigns throughout the current year, which is packed with high-level sports competitions.

Shortlist in the Best Affiliate Programme category

On July 2, the final day of the conference, the iGB Affiliate Awards 2026 ceremony took place in a stylish venue at the legendary The Shard. Boomerang Partners were shortlisted in the prestigious Best Affiliate Programme category. This marked a high recognition of the company’s achievements by industry leaders. In 2026, it celebrates its 5th anniversary. Boomerang has over 3,000 active affiliate partners, 10+ partner brands in its portfolio, and is an Official Regional Partner of AC Milan. Since July 2026, the partnership has entered its third season – a collaboration that has become a benchmark for cooperation between one of the world’s leading football clubs and a top iGaming company.

Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, commented: “iGB L!VE London is always a powerful platform for meaningful dialogue and professional networking. This year, we felt a particularly strong interest in our sports-focused expertise, which confirms that affiliates are looking for deep market knowledge, not just traffic volumes. Now our sights are set on SBC Summit Lisbon, where we will once again connect with affiliates and showcase what we do best.”

What’s next

The next major industry exhibition where affiliate teams can see Boomerang Partners will be the SBC Summit Lisbon. The event will take place from September 29 to October 1, and the company has announced that it will also hold the Golden Boomerang Awards 2026 award ceremony in Lisbon. The TOP 30 teams of this landmark annual affiliate traffic tournament will visit a secret location, where the company will announce the winners in 11 categories. The third season is in full swing – affiliate teams can follow its progress or join the participation on the GBA’s official website.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an 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. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.

The Agency’s clients’ portfolio contains 10+ brands offering affiliate and entertainment services across multiple markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.

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The third season of the Golden Boomerang Awards by Boomerang Partners is not losing momentum. Following the conclusion of the First Half, the tournament has confirmed one of the main ideas behind this season: long-term mechanics can increase partner engagement, while a sports-focused strategy can help turn that activity into measurable results.

First Half leaderboard and highlights

The Kickoff stage concluded on June 9, with impressive participant engagement. Mystery Boxes were raffled off among all participants, featuring exclusive prizes such as limited-edition FIFA World Cup 2026 jerseys – three per box, each representing a different participating country. The winner of this opening stage – team AskBonus – will attend the Wimbledon Championships from June 29 to July 12, 2026. For Boomerang Partners, sport remains one of the key areas of expertise, which is why it runs through the tournament mechanics, partner activities, and even the prize pool.

The rules are the same across all stages: the top 10 teams qualify for a random draw for the main stage prize, while Mystery Boxes are available to all active participants – not only the leaders. This keeps the competition open for everyone.

Tracking the leaders: The GBA 2026 standings update

Currently, a clear leader has emerged in the tournament. Team Lily has already scored 6,029 points (of which nearly 5,200 points come from sports FTDs). Team O follows in second place with 2,677 points. The rest of the top five – third, fourth, and fifth – currently hold 750, 504, and 341 points respectively. At the same time, the leaderboard is changing dynamically, driven by high participant activity.

The sports vertical accounts for nearly half of all FTD activity

According to Boomerang Partners, about half of the FTDs brought by Golden Boomerang Awards participants to the partner brands in the company’s portfolio come from the sports segment. This confirms a strong audience interest in sports events, especially given the active stage of the FIFA World Cup in North America.

The organizers have noted on multiple occasions that the third season of GBA prioritizes long-term strategy over participants’ short-term successes. This point is backed up by data on activities in the online casino segment. So, about a third of participating teams actively use the LUCKY FIVE mechanic. It allows affiliate teams to earn 5 bonus points per week if they generate 10 or more Casino FTDs during the reporting week.

The second half has introduced upgraded mechanics

The Second Half kicked off on June 10 – the winner of this stage will visit the Formula 1 Grand Prix on September 6. The stage runs through July 19. Thus, even for those joining the race now, there is every chance of catching up with the leaders and seriously competing for the prize.

To help teams with this, Boomerang Partners introduced a key feature for the Second Half aimed at new participants – WELCOME BOOST. Every new affiliate team will receive double points for every FTD throughout the first 14 days from the moment of joining. The LUCKY FIVE and LAST MINUTES WINNER mechanics also continue to be active, with the latter allowing participants to earn three times the points for every FTD during the last 7 days of the stage. In addition, the value of sports FTDs has increased – compared to the first stage, teams can now earn 3 points instead of 2 for each such FTD. This will be particularly beneficial for sports-focused affiliates, especially given that the stage runs alongside the FIFA World Cup and Wimbledon, both of which are driving high demand from audiences.

Race remains open at any stage of the season

As soon as the Second Half concludes, the Overtime stage will begin, featuring its own prizes, bonus mechanics, and enhanced point scoring. This keeps the tournament challenges completely open, giving every active participant a real opportunity to reach the top ranks. The awards ceremony in 11 categories will take place in September in Lisbon as part of the SBC Summit, allowing winners to gain not just physical prizes, but a sense of belonging among the best in the affiliate marketing industry – a feeling that fully aligns with the concept of the third season, Beyond the Moment. More details are available on the official Golden Boomerang Awards website.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an 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. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.

The Agency’s clients’ portfolio contains 10+ brands offering affiliate and entertainment services across multiple markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.

Disclaimer:

The FIFA World Cup and Wimbledon Championships are made for descriptive purposes only. Boomerang Partners is not affiliated with, endorsed by, or officially connected to these entities in any way.

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