The strategic alliance between Boomerang Partners and AC Milan has evolved into a comprehensive collaboration, now operating under the dynamic new concept, ‘Time to Win’.
This initiative highlights the synergy between two industry leaders: AC Milan, the most successful Italian club on the international stage, and Boomerang Partners, a rapidly expanding brand aiming to become the premier sports-focused affiliate program globally.
Central to this new phase is the launch of the ‘Boomerang Partners x AC Milan Hub’, scheduled for early 2026. This dedicated web platform is designed to be a premier destination for affiliate partners and users. It will serve as a repository for joint projects, exclusive promotions tied to top matches, and unique opportunities.
Visitors will have the chance to access “money-can’t-buy” experiences, such as tours of the San Siro Stadium and Mondo Milan Museum, match tickets, and even meet-and-greets with AC Milan legends. Additionally, the hub will facilitate direct registration for Boomerang-bet, the flagship betting product.
Reflecting on their first year of partnership, the results have been impressive. The collaboration saw the launch of over five co-branded campaigns and the creation of more than 200 branded assets.
A standout moment was the Golden Boomerang Awards 2025, held at the San Siro, which garnered over 80 million impressions. The partnership also drove significant business growth, with sports traffic across the affiliate network increasing by 194% and Sportsbook GGR rising by nearly 63% year-on-year.
The partnership’s success was further cemented by industry recognition, with Boomerang Partners securing multiple accolades, including ‘Rising Star in Sports Betting’ at the SBC Awards and ‘Unique Gaming Company of the Year’ at the International Gaming Awards.
With strong foundations laid, both parties are committed to supporting each other’s ambitions through this new ‘Time to Win’ chapter.
David Monk, Director of Partnerships at AC Milan:
“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:
“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.”
