As 2026 gets underway, affiliate marketing agency Boomerang Partners is poised for another landmark year, writes Lauren Harrison.
Not only is the agency entering its sixth year–a period it expects to be defined by continued growth and an expanding global footprint–it is also building on an impressive track record of industry accolades and strategic achievements.
Having already helped over 3,000 affiliate partners to access growth, Boomerang Partners is known for its unique approach that goes beyond the traditional affiliate model.
With a relentless focus on long-term data-driven partnerships, high-profile collaborations and innovative strategies that drive conversions, the company continues to set new affiliate benchmarks, and its growing influence is hard to ignore.
To learn more, iGamingFuture sat down with Anton Eshtokin, Chief Marketing Officer at Boomerang Partners.
Read on as we discuss the strategy behind the company’s success, its landmark partnership with AC Milan, and what’s next.
iGF’s Head of Content, Curtis Roach, began by asking:
Boomerang Partners emphasises strategy, precision and teamwork as core principles borrowed from sport. How do you see this sports-driven philosophy shaping the next generation of affiliate partnerships and performance models in iGaming?
“We strive not only to be a leader in the sports vertical of affiliate marketing but also a trendsetter. Therefore, we are pleased to see that other market players are adopting our effective practices. This is reflected both in our performance-driven activations at industry events and on a global scale. For example, a strong case is our successful strategic cooperation with AC Milan.
“Strategy, precision and teamwork form the foundation of a new level of partnership. At Boomerang Partners, we focus on long-term planning, where shared goals are achieved through deep analytics and hyper-personalisation.
“We work as a ‘coaching staff’ for our affiliate partners: Our analytics and expertise create strategy, while a personalised approach and 24/7 support ensure strong execution.
“This enables us not only to attract players but also to build a sustainable and loyal audience for brands in our client portfolio – their own ‘championship team.’”
Your “TIME TO WIN” collaboration with AC Milan has already delivered growth in sports traffic and engagement. How will the next phase of this partnership and platforms like the AC Milan Hub further redefine sports-focused affiliate marketing?
“The second year of our partnership with AC Milan will take place under the TIME TO WIN concept. It reflects the spirit and principles that unite both our company and the legendary Club’s brand. The slogan serves as the central idea of the campaign, adapted to different contexts. For example, when we launch ticket promotions, we use TIME TO WIN TICKETS.
“The AC Milan Hub will be the key point of the TIME TO WIN campaign. It is a portal where users can find information about all AC Milan–related activities. The site will feature team news, partnership updates, and interactive campaigns. We will also host quizzes and raffles for tickets to AC Milan’s home matches at the iconic San Siro Stadium, VIP experiences, and exclusive items, such as a signed Luka Modrić jersey.
“The AC Milan Hub will become a convenient and effective entry point for users of brands from our client portfolio and our affiliate partners. We also expect the project to attract the attention of potential future partners.
“Our goal is for the AC Milan Hub to increase customer and affiliate loyalty, support new-user acquisition KPIs, drive organic traffic growth, and improve net promoter scores among users who engage with the platform.”
The Golden Boomerang Awards have become a major global tournament for affiliates. As participation and visibility continue to scale, what new formats or technologies do you envision introducing to strengthen loyalty, transparency and long-term retention among partners?
“The Golden Boomerang Awards are a unique combination of a tournament, an industry award and an annual meeting for Boomerang Partners’ affiliates. They play an important role in strengthening our relationships.
“To scale these results in 2026, alongside the AC Milan Hub and the new Golden Boomerang Awards season, we plan to launch several comprehensive projects that will be announced soon.
“These initiatives will provide affiliates with exclusive opportunities, expertise and data, motivating them to develop alongside us in the sports vertical.”
As Boomerang enters its next growth chapter, what strategic innovations, whether in analytics, AI-driven optimisation, exclusive sports collaborations, or reward ecosystems, do you see as critical for maintaining market leadership and setting new standards for sports-focused affiliate marketing?
“Given our ambition to lead the sports vertical of the affiliate marketing industry, the answer isn’t straightforward. Our strategy is multifaceted and based on extensive market analysis. We believe that results are only achievable through growth. While I cannot reveal our specific plans, I can share my vision of the trends that will shape the industry in 2026.
“AI is increasingly influencing work processes in affiliate marketing. But this doesn’t mean it is a cure-all. I see it more as a ‘squire’ – a convenient tool that helps speed up work and organise processes, but final decisions, strategic insights and creative breakthroughs remain the task of humans. Our strength lies in symbiosis: AI processes big data, and our team gives it context, meaning and strategic direction.
“Our strategic partnership with AC Milan is what other industry players are now looking to. We are now entering the second year of this collaboration, and it has significantly increased the visibility and trust of the Boomerang Partners brand, allowing us to offer ‘money can’t buy’ experiences to our affiliate partners.
“Analytics is another key area for us. Unlike many who rely on external solutions, we have our own, in-house team of analysts with deep expertise specifically in the sports segment.
“Our team doesn’t just see numbers – they understand sports specificity, seasonality and audience demand drivers. This enables us to identify unique relationships and growth opportunities that others may overlook by focusing solely on general statistics. For us, analytics is a living tool for proactive decision-making.
“Finally, I want to emphasise the importance of positive relationships with affiliate partners: Building emotional connections and deep collaborations that go beyond the basic affiliate format of ‘payment for traffic.’
“We believe joint projects, creative solutions and an experimental approach are essential, so we actively and successfully pursue this approach.”
Editor’s Note:
As the affiliate sector continues to feel the pressure of tightening regulation, changing content consumption habits and shrinking margins, Boomerang Partners is offering an alternative path and leading an affiliate glow-up.
Borrowing principles from the sports industry–teamwork, strategy and precision–Boomerang focuses on the long term and offers its partners new levels of collaboration where the emphasis is on shared goals, detailed analytics and hands-on support.
But the company isn’t just focused on transferring ideas; their innovative approach to both partnerships–like their link-up with legendary sports teams like AC Milan–and developing new concepts, like the Golden Boomerang Awards, increases exposure for partners, drives loyalty and organic growth, and ultimately helps unite the affiliate sector.
So what’s next for this trendsetting company?
That, according to Anton, is a closely guarded trade secret – at least for now.
What he is willing to discuss are the trends he believes will continue to shape the sector, like the continued use of AI to support data-heavy processes, “money can’t buy” experiences, in-house expertise and a continued emphasis on genuine, positive and long-term relationships with partners.
