On March 31, Boomerang Partners concluded their exclusive affiliate tournament, TIME TO WIN. Top-performing affiliate teams competed for prizes and unique experiences linked to AC Milan, of which Boomerang is an Official Regional Partner

Participation metrics and performance results

Held from February 12 to March 31, the TIME TO WIN tournament brought together 57 affiliate teams. In total, they generated 1,611 sports FTDs across multiple brands within Boomerang Partners’ client portfolio. 40% of participants joined as new partners for this tournament.

Engagement levels varied across teams. 37% completed at least two tasks, while one team completed the full set of tasks.

Rossoneri Hub as the tournament’s central platform

All tournament activity was managed through the Rossoneri Hub – a dedicated platform developed as part of Boomerang Partners’ collaboration with AC Milan. During the tournament period, the Hub attracted 33,268 visitors. It served as the main entry point, hosting tasks and tracking participants’ progress.

A format built covering the full affiliate lifecycle

The structure of TIME TO WIN combined multiple aspects of affiliate activity within a unified platform. Participants completed tasks across five segments: performance, SMM, PR, brand surveys, and reviews. All of these contributed to their overall score.

The tasks were clearly defined, with fixed points awarded for each completed action:

• Generating new sports users for brands within Boomerang Partners’ client portfolio – 10 points for each FTD
• Completing the brand survey – 25 points
• Contributing expert commentary as part of PR activities – 30 points
• Participating in a dedicated SMM challenge – 25 points
• Leaving a review on a selected platform – 20 points

The brand survey became the most popular task, while creative mechanics also played a role, including an AI-based challenge that resulted in 17 AC Milan kit concepts created by participants

AC Milan partnership as a value driver

A defining element of TIME TO WIN was its integration with AC Milan. All rewards were directly tied to the Club. This made the tournament more than a standard incentive program.

Participation gave affiliates access to experiences that reflect the level of the Boomerang Partners and AC Milan partnership – from merch packs and signed jerseys to matchday experiences and behind-the-scenes opportunities. These rewards cannot be replicated outside a top-tier football collaboration. They are designed as premium experiences.

Prize structure and winners

Winners will be determined across five prize tiers, each unlocked by reaching specific point thresholds. Notably, three teams (…) surpassed the 750-point threshold, qualifying for the top-tier experiences.

The prize structure included:

• Prize 1 (150 points): TIME TO WIN Merch Pack for a team of five (3–5 sets)
• Prize 2 (250 points): AC Milan official jerseys signed by players (five jerseys per set – 3–5 sets)
• Prize 3 (350 points): A trip to the AC Milan v Cagliari match for five people (one set)
• Prize 4 (550 points): A trip to the AC Milan v Juventus match, including pre-match access, for five people (one set)
• Prize 5 (750 points): A trip to Milanello Sports Center, the heart of AC Milan, for five people (two sets)

In total, 15 partner representatives will attend the AC Milan v Juventus match. The main prize includes one winning team of up to five participants, while additional attendees will join through the Milanello experience.

To support this activation, Boomerang Partners expanded its ticket allocation based on demand. The company increased premium tickets by 300% and total ticket volume by 212% compared to the standard quota.

Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, commented: “TIME TO WIN delivered exactly what we set out to achieve, bringing partners into an active phase at the right moment of the sports season and showing how teams performed under the same conditions.

The integration with AC Milan added a different layer to the tournament. The prizes were experiences tied directly to the Club – something affiliates don’t typically get through standard formats.

At the same time, the results carry into the third season of Golden Boomerang Awards, where the focus shifts to performance over time. This continuity is key to how we structure competition.”

From TIME TO WIN to Golden Boomerang Awards 2026

TIME TO WIN was designed as an entry point into a broader competitive framework. Participants who reached the 100-point threshold received bonus points toward the Golden Boomerang Awards 2026. The annual affiliate tournament, organized by Boomerang Partners, officially launched on April 3, marking the start of its third season

This year’s competition is built around the “Beyond the Moment” concept, reflecting a shift from short-term results to sustained performance over time. Rather than rewarding isolated spikes, the format emphasizes consistency, strategic execution, and the ability to remain competitive throughout the entire competition period. Further participation details are available on the official GBA 2026 website.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. The Company 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. Across its partner network, six new products were launched in 2024–2025, contributing to a nearly 1.5x growth in product users.

The company’s clients’ portfolio includes more than 10 brands operating across 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.

AC Milan has announced a new partnership with Reals, a company renowned for its excellence in Brazil’s sports betting and online gaming market, which will become Official Regional Betting Partner of the Rossoneri’s Club in Latin America.

Elected in 2024 as the “Best Sportsbook Operator” in Brazil by SiGMA World – the largest international authority in iGaming – Reals has been consolidating its position in the sector, reinforcing its growing trajectory of ascent. The brand is aligned with the best market practices, presenting sustainable growth based on innovation, strategic partnerships and sports engagement.

This collaboration reinforces AC Milan’s dedication to fostering deeper fan engagement across Latin America. With Reals’ strong foothold in Brazil’s sports betting and online gaming market, this partnership is set to increase AC Milan’s brand visibility and connect with passionate supporters in the region. The synergy between AC Milan’s global ambitions and Reals’ approach promises to create long-lasting impact and enhance the Club’s connection with its Latin American fanbase.

Maikel Oettle, Chief Commercial Officer of AC Milan, said: “We are delighted to have started this collaboration with Reals. This exciting partnership marks an important step in our ongoing efforts to expand AC Milan’s presence worldwide. By working with Reals, we aim to strengthen our connection with a crucial segment of our fanbase in Latin America. This partnership opens up new avenues for fan engagement and interaction, allowing us to bring the Club closer to both our loyal supporters and new fans.”

“Being able to be alongside a Club with such enormous reach and impact as AC Milan is an immense satisfaction. To my knowledge, considering the betting companies created in Brazil and authorized to operate in the country, this is a pioneering and unprecedented international agreement. Through it, Reals takes another important step in consolidating its brand as a reference among the main sponsors in the sports universe and attests to its position as a serious and secure company for bettors,” said Rafael Borges, CEO of Reals.