By
iGBA
Editorial
Strategic partnership get a boost with launch of 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. Now the partnership is set to continue within the framework of a new concept, Time to Win.
What is the Time to Win concept?
The concept reflects the essence of both parties. The iGaming industry is characterised 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 programme.
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 autographed jerseys
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.
Commenting on the agreement, 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 a number of 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 over 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 organised three branded merchandise giveaways, received 300+ media mentions, and recorded a 15%+ growth in organic branded search. There were many 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.
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.