Golden Boomerang Awards Season 3 gets underway

On 3 April, Boomerang Partners, an Official Regional Partner of AC Milan, kicked off the third season of the Golden Boomerang Awards (GBA).

This annual tournament for affiliate teams has become one of the industry’s largest competitions, consistently attracting hundreds of participants from around the world.

GBA 2026 concept

The third season of the Golden Boomerang Awards builds on what has already been established over the past two years. The tournament is no longer just a campaign, it has become a recognisable format that affiliate partners return to and plan around.

The 2026 season will take place under the concept “Beyond the Moment”. The idea is simple: short-term results matter, but only consistent performance over time proves real expertise. This season is designed for affiliate teams that can maintain that level across the full tournament, with 11 award categories recognising different areas of performance.

Reaching the final is about showing consistency over five months and competing at the highest level. The strongest teams will be recognizsd at the final ceremony in Lisbon, where results turn into reputation and long-term status in the industry.

Participation terms

Participants will need to drive traffic that generates FTDs for brands in Boomerang Partners’ client portfolio during the Golden Boomerang Awards 2026 tournament. Teams will receive points for each FTD, with the number of points varying by tournament stage. There will be three stages in the third season of GBA:

First Half (3 April – 9 June)

Second Half (10 June – 19 July)

Overtime (20 July – 31 August)

Participants can join at any stage and take advantage of various mechanics to not only catch up with but surpass the leaders. So, if affiliate teams missed the start of the tournament, it doesn’t mean they don't have a chance to secure a prize-winning spot.

Prizes and nominations

At each stage of the Golden Boomerang Awards 2026, Boomerang Partners has prepared an interim prize. The First Half stage winner will get to attend the Wimbledon Championships (29 June – 12 July). The Second Half stage winner will be invited to attend the Formula 1 Grand Prix in Monza (6 September). The grand prize will be an exclusive dinner with an AC Milan legend (late September/early October).

The finale, featuring the top teams, along with the official awards ceremony for the Golden Boomerang Awards 2026 across 11 categories, will take place in late September in Lisbon. Further details will be announced soon, and the event is expected to surpass previous editions in scale and experience.

Anton Eshtokin, chief marketing officer at Boomerang Partners, commented: “The Golden Boomerang Awards have evolved into a platform where real market leaders are defined. Each season raises the level of competition, and 2026 will be no exception. A packed global sports season, including the FIFA World Cup, will create additional opportunities for affiliates to scale and compete at a higher level. Alongside that, we’re elevating the overall experience – from high-value rewards to exclusive formats for top performers. The finale will be held in a top-tier international location and designed as a true industry highlight.”

Registration for the Golden Boomerang Awards 2026 is now open.