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Sergio Aguero: The history of the FA Cup meant it was always a special competition to play in
Stake’s global representative, Sergio Aguero, reveals his memories of playing in the FA Cup, why it was a special competition for him to win, how Pep Guardiola will keep his players motivated against Peterborough in their fifth round tie, and what this side could achieve this season.
The FA Cup has an amazing history and I am proud to have won the competition
The FA Cup was always one of my favourite competitions to play in because of its history and because of the many famous players and teams to have won it.
When I was living in Spain and here in Argentina, everyone knew about the competition and its history.
We came so close to winning the FA Cup in 2013 but were beaten by Wigan in the final. It was hard for us because we had a very good team, Carlos Tevez, Yaya Toure, David Silva, Vincent Kompany and Pablo Zabaleta all started that game.
But we were all very new to the club and it was only the start of our journey. I think we did okay in the end!
We were back at Wembley for my second FA Cup final in 2019 and that day went much better for us when we beat Watford.
We were so happy to win it and to be a part of FA Cup history was a very proud moment for me.
The tradition of the FA Cup is one of my favourite things about the competition, it was fun to meet Prince William to get my medal after the game and the celebrations with the fans afterwards was so special.
Everyone says that the FA Cup is magical and it is true, it was always really fun to play in and you felt proud to represent your team in the competition.
The day we played in the FA Cup was
always special because there was so much excitement in the team and the fans were always extra happy to see us play well.
Playing teams in lower divisions in the FA Cup is harder than you think, so Pep will have the City players focused ahead of the Peterborough match
Not many people know how hard it is to play in the FA Cup. In England, you play a lot of matches and a lot of competitions, but as a player, it’s really exciting because you have the chance to try and win lots of different competitions, and winning finals is something that you are always proud of as a footballer, which means every game is important.
To get to the final you have to play against lots of different teams and some new ones that you might not have ever played against before. Playing against new teams and new players and at new stadiums is always hard because you don’t know 100% what you’re going to be playing against. We watch the teams in the Premier League and Champions League a lot and we all have friends and international teammates that play for them, but when you draw a team in the FA Cup that you don’t regularly get to play against or know too much about, it’s always a difficult experience.
When we played against a new team or a side in a different division, we were always expected to win, but it’s not as easy as that. Every manager always made sure the preparation for an FA Cup game was exactly the same. The training was the same, we worked hard on our jobs for the match and we went into the game knowing what we had to do, it made no difference if it was the final or first round.
This is exactly what Pep Guardiola will be doing with the team this week. Pep is a winner and he hates to lose, you don’t win the number of trophies he has without this attitude. He will be making sure the Manchester City players are ready for the game against Peterborough in the same way as if it was any other match.
There’s added pressure on Manchester City to win in the FA Cup and Peterborough will look to familiar tactics to beat them
When you are the team in a higher league and you have to travel to a team in a league below you it is difficult because the crowd are always so excited that their team might cause an upset and get to beat a Premier League team! When you get to the ground you are quickly aware that everyone really wants you to lose – the fans let you know when you arrive. It’s not just the
home crowd that are extra excited to see you lose, but it is everyone watching at home also, we know this and try not to think about it and focus on our job for the day.
We played against Wigan, again, in 2018 in the Cup at their stadium and it was one of the hardest matches. They defended so well and frustrated us, we had all of the possession and so many chances, but they scored late and knocked us out, that’s how it is in knockout football. If Peterborough think that they can win then they should watch that game and do the same as Wigan did.
Peterborough will be tough for Manchester City because the team has just travelled to Portugal in the Champions League, had a tough game against Tottenham, then they’ll play away in the Premier League threes days before the match and then they have to play Manchester United after the FA Cup game, but the team has so many good players in every position and everyone is used to this way of playing now.
Manchester City are hungry to win every competition
At Manchester City, we wanted to win everything, every match and every trophy, and that will always be the case at the club now. I think Manchester City are in a great place to win the Premier League again, they also have a good chance in the FA Cup and in the Champions League too, but this might be competitive, but I think it is possible that they win all three. Winning a treble like this would be a huge achievement and they have a team and manager that can do it this season.
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LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential
New research from LoopMe, the global leader in brand performance, reveals that consumers are twice as likely to use GenAI for search (x2 in the US and x2.2 in the UK), while it’s nearly three times in Australia (x2.7).
As AI redefines online behaviour, and the enormous implications this has for brand visibility and advertising, the solution may lie in mobile gaming. While the adoption of AI tools is leading to a decline in clicks and associated site traffic, the story is different in gaming. This channel is on the rise, offering a scale that encompasses all demographics, alongside engaged and receptive audiences.
LoopMe surveyed 66,819 consumers across Australia, the United Kingdom, and the United States to gauge GenAI usage. The data shows the majority are now using these tools daily or at least several times a week (US: 56%, UK: 55%, Australia: 57%). For those using tools daily, similar patterns emerge, with approximately three in ten adopters falling into this group (Australia: 27%, UK: 29%, US: 30%).
Nearly one-fifth of GenAI users across all three markets report spending less time browsing the web because of AI tools (US: 19%, UK: 20%, and Australia: 22%). Even among infrequent GenAI users, there’s a move away from traditional search, resulting in web browsing falling by 19%-50% across the markets. This shift isn’t limited to specific demographics but plays out across all age groups, indicating a move towards embracing AI and a corresponding reduction in browsing time to varying degrees.
Nearly a third of users (28% in the US and 30% in Australia and the UK) across all three countries cite ‘getting answers faster’ as the number one benefit of GenAI. This reduction in browsing time online is freeing them up for other pursuits. And one of these appears to be more time for gaming: In Australia, 18% cited that they are spending more time on mobile gaming, while in the US, it’s 19% and rising to 21% in the UK.
Again, this is a trend across all age groups and markets. While the greatest shift in the UK is seen among 18-24-year-olds, with 62% spending more time on mobile gaming rather than less, in the US it’s the 25-34-year-olds (40%). Meanwhile, for Australians, it’s the 35-44-year-old demographic (58%). However, growth is being experienced across all age bands, with all three countries seeing strong mobile gaming growth even among the 55–64-year-olds.
This growth can also be seen among infrequent GenAI users too. In the US, there is a 40% net difference between those casual GenAI users who spend more time gaming and those who spend less, rising to 55% in Australia and 71% in the UK.
When asked about streaming games, there is more preference among younger age groups. While there are country variations, the 18-24 and 25-34-year-old age groups are the heaviest users of streaming games, and these groups will likely drive its future potential.
“What the research highlights is the advertising opportunities opening for brands as gaming becomes a key route to market. This is a medium that’s being embraced by all age groups and all demographics. And it’s increasing among frequent AI users as well as more casual ones, offering brands the potential to get in front of audiences that other channels might not serve well,” commented Stephen Upstone, CEO & Founder at LoopMe.
“We’ve found that gamers are more than three times as likely to be receptive to advertising in this environment compared to the mobile web. And because audience value and the opportunities gaming offers are out of alignment with current advertising investment in the channel, this lack of competition only adds to its attractiveness. As digital advertising adjusts to this era of AI, mobile gaming is shedding its bit player role and moving centre stage, delivering scale and reach that competes with traditional broadcast channels.“
The post LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential appeared first on Gaming and Gambling Industry Newsroom.
Boomerang Partners
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.
For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:
International Gaming Awards:
- Affiliate Marketing Campaign of the Year
- Charitable Community Award (Golden Boomerang Awards – Charity)
European iGaming Awards:
- Charity Award (Golden Boomerang Awards – Charity)
- Affiliate Company Of The Year
- Best Live Event Marketing Campaign (Golden Boomerang Awards)
Global Gaming Awards – EMEA 2026:
- Affiliate Program of the Year
What’s next
Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.
Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:
- ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
- ‘Social Media Campaign of the Year’ at the SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025
And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.
How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.
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.
The post Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026 appeared first on Gaming and Gambling Industry Newsroom.
Latest News
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.
For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:
International Gaming Awards:
- Affiliate Marketing Campaign of the Year
- Charitable Community Award (Golden Boomerang Awards – Charity)
European iGaming Awards:
- Charity Award (Golden Boomerang Awards – Charity)
- Affiliate Company Of The Year
- Best Live Event Marketing Campaign (Golden Boomerang Awards)
Global Gaming Awards – EMEA 2026:
- Affiliate Program of the Year
What’s next
Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.
Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:
- ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
- ‘Social Media Campaign of the Year’ at the SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025
And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.
How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.
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.
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