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Boomerang Partners and AC Milan to launch ‘Time to Win’, a new Rossoneri hub
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.
Compliance Updates
Global Gaming Solutions welcomes the Isle of Man Government’s commitment to the iGaming sector
Global Gaming Solutions has welcomed a statement from the Isle of Man Government reaffirming its commitment to the iGaming sector. It comes after a year that tested confidence across parts of the industry.
The Isle of Man Government highlighted its strong iGaming history in a statement released today by the Department for Enterprise. The Island’s reputation comes from robust regulation, political and economic stability, and close working between Government, regulators and industry. The statement reaffirmed that iGaming remains a core and enduring part of the Isle of Man’s economy, now and into the future.
The Chief Minister said the Government has strengthened its understanding of risk in response to a more complex global environment. He added that additional resources and frameworks are now in place to respond to emerging threats. The statement confirmed that ICE 2026 in Barcelona is the starting point for a coordinated programme of engagement. Digital Isle of Man and other agencies will continue to make the case for the Island as a secure and trusted home for well-regulated iGaming.
Responding to the announcement, Global Gaming Solutions said the statement provides important reassurance for existing licence holders and prospective businesses operating in the sector.
Mark O’Neill, Managing Director of Global Gaming Solutions, said:
“The Isle of Man Government’s reaffirmation of its commitment to the iGaming sector provides important clarity and reassurance for existing licence holders and the wider global industry. The Island’s long-standing focus on robust regulation, awareness and mitigation of emerging risks and constructive engagement with industry continues to underpin its reputation as a trusted and well-governed jurisdiction.”
Global Gaming Solutions added that clear, public affirmation of Government support plays a valuable role in maintaining confidence during periods of change, particularly for jurisdictions with a strong international reputation for regulatory quality and cooperation.
The Isle of Man Government stated that it will continue to work closely with industry. The aim is to support sustainable growth, meet international standards, and secure the sector’s long-term success. The Government will carry out further outreach and information sharing over the coming year to ensure regulatory expectations and emerging risks are clearly understood.
The post Global Gaming Solutions welcomes the Isle of Man Government’s commitment to the iGaming sector appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Latest News
SCCG Enters Strategic Arrangement with Vanguard Strategies to Advance a Breakthrough Digital Engagement Platform for the Global Lottery Market
SCCG Management, a leading advisory firm in the global gaming industry, today announced that it has entered into a strategic arrangement with Vanguard Strategies involving proprietary intellectual property designed to redefine digital engagement across segments of the global lottery industry, with an initial focus on the U.S. lottery market.
The intellectual property provides the proprietary foundation for a fully integrated, regulator-compatible digital ecosystem intended to modernize how lottery stakeholders engage players, distribute content, and unlock new revenue streams across both retail and digital environments. The platform has been architected to align with existing regulatory frameworks while enabling meaningful expansion of participation, engagement, and monetization.
While specific technical and commercial details remain confidential, the underlying framework is designed to address long-standing structural limitations within the lottery sector—creating the potential for category-level innovation and substantial incremental revenue generation at scale.
Under the arrangement, SCCG will provide strategic advisory support, market positioning guidance, and selective industry engagement to help evaluate opportunities aligned with the platform’s long-term vision. The initiative is intended to surface interest from qualified stakeholders across the lottery ecosystem, including operators, suppliers, strategic partners, and institutional participants.
“This initiative represents a rare convergence of regulatory compatibility, digital innovation, and market-scale opportunity,” said Stephen Crystal, Founder and CEO of SCCG Management. “The lottery sector remains one of the largest and most under-digitized segments of regulated gaming. Working alongside Vanguard Strategies, we are approaching this thoughtfully and selectively, with a focus on long-term value creation rather than short-term exposure.”
The U.S. lottery market is one of the largest regulated gaming markets globally, generating sales of over one hundred billion dollars annually while remaining structurally constrained in terms of digital engagement. Solutions capable of operating within regulatory guardrails while meaningfully expanding participation and revenue potential remain exceptionally limited.
Additional information regarding the initiative will be shared on a confidential, case-by-case basis following initial discussions.
The post SCCG Enters Strategic Arrangement with Vanguard Strategies to Advance a Breakthrough Digital Engagement Platform for the Global Lottery Market appeared first on Americas iGaming & Sports Betting News.
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The post Paysecure’s Merchant Base Grows Fivefold; Company Targets Rapid Expansion in 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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