From April 3 to June 9, Boomerang Partners is holding the first stage (Kickoff) of its annual affiliate traffic tournament, the Golden Boomerang Awards. Hundreds of affiliate teams from around the world are competing for unique sports-related experiences. The main prize for the first stage is a trip to the Wimbledon Championships from June 29 to July 12.

Strategic Importance of May

May is the most intense phase of the Kickoff stage in the Golden Boomerang Awards 2026. The concentration of major sporting events during this period creates the highest volume of opportunities to generate traffic and accumulate points.

The tournament is structured around key moments in the sports calendar, allowing participants to align their campaigns with peak audience interest. In practice, this means that late April and May – and May in particular – offer significantly more potential compared to quieter periods.

This is where consistency becomes critical. With multiple high-profile events running in parallel, teams need to maintain a steady pace and work across several sports to stay competitive.

As a result, May is set to determine the direction of the leaderboard. Teams that stay active can move into top positions, while any slowdown during this period can quickly push teams behind, at a stage when competition is at its most intense.

Key sporting events in late April and May

Late April and May bring a high concentration of major sporting events across different disciplines. The period includes the NHL and NBA playoffs, as well as the decisive stages of European football competitions – with the UEFA Champions League final on May 30, the UEFA Europa League final on May 20, and the UEFA Conference League final on May 27.

At the same time, domestic football seasons are coming to an end across Italy, England, Germany, France, and Spain, while the KHL playoffs and the IIHF World Championship (May 15–31) keep audience attention high throughout the month.

Other key events during this period include the World Team Table Tennis Championships in London (April 28–May 10) and Roland Garros in Paris (May 18–June 7).

The Solution: Tools for the Marathon

Late April and May are not the time to spread traffic evenly. Most of the value comes from key match days and decisive stages of major tournaments, when attention and online betting activity spike.

With the volume of events during this period, the calendar becomes harder to navigate. Teams that are newer to the vertical often miss important moments or don’t fully use the calendar, simply because it’s not always clear where the real peaks are.

To address this, earlier this year Boomerang Partners introduced the Sports Marketing & Betting Calendar 2026 – a practical guide based on internal data. It helps affiliate teams navigate the season, identify key events, and plan campaigns around periods that actually drive results.

In practice, this comes down to timing. Teams that align their activity with these peaks can get more out of the same traffic, while those who treat the period as a regular month often fall behind.

Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, commented: “2026 is a major year for sports, and May stands out as one of the busiest months in the calendar. Affiliate teams participating in the third season of the Golden Boomerang Awards can benefit from analyzing both current and upcoming tournaments to build a more precise strategy. Each peak in the sports calendar is not just additional traffic, but a real opportunity to strengthen positions in the leaderboard”.

Why May matters for the stage outcome

Affiliate teams that haven’t yet joined the third season of the Golden Boomerang Awards 2026 should not waste any time. The first stage of the tournament continues through June 9, and every point earned in May will count toward the stage result. All interested affiliates can register and start competing for valuable prizes and unique experiences on the GBA 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 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.

Disclaimer:

This promotion is not affiliated with, endorsed by, or sponsored by The Wimbledon Championships, UEFA. All trademarks and event names are the property of their respective owners. Any prizes described (including trips or event attendance) are independently organized by Boomerang Partners and do not imply any official partnership.