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Boomerang Partners has concluded its TIME TO WIN affiliate tournament, with 57 teams competing for prizes tied to its partnership with AC Milan.
The tournament, held from February 12 to March 31, generated 1,611 first-time depositors (FTDs) in sports across multiple brands in the company’s portfolio. 40% of participants joined as new partners for the event.
Engagement levels varied, with 37% of teams completing at least two tasks, while one team finished the full set of challenges.
All tournament activity was conducted through the Rossoneri Hub, a dedicated platform developed as part of the company’s collaboration with AC Milan. The platform attracted 33,268 visitors during the competition and served as the central interface for tasks and performance tracking.
The tournament structure combined multiple elements of affiliate activity, including performance, social media marketing, public relations, brand surveys, and reviews. Participants earned points for each completed task, with rewards linked to measurable actions such as generating new users and contributing promotional content.
The brand survey emerged as the most widely completed task, while additional creative elements included an artificial intelligence-based challenge that produced 17 AC Milan kit concepts.
A key feature of the tournament was its integration with AC Milan, with all rewards linked to the club. Prizes ranged from merchandise packs and signed jerseys to matchday experiences and behind-the-scenes access.
Three teams surpassed the 750-point threshold, qualifying for top-tier rewards, including visits to Milanello Sports Center. In total, 15 partner representatives will attend an AC Milan v Juventus match as part of the prize structure.
To meet demand, the company increased its allocation of premium tickets by 300% and overall ticket volume by 212% compared with its standard quota.
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, said the tournament was designed to drive engagement during a key period in the sports calendar.
“TIME TO WIN delivered exactly what we set out to achieve, bringing partners into an active phase at the right moment of the sports season and showing how teams performed under the same conditions,” he said.
“The integration with AC Milan added a different layer to the tournament. The prizes were experiences tied directly to the Club – something affiliates don’t typically get through standard formats.”
He added that the results would feed into the next phase of competition. “At the same time, the results carry into the third season of Golden Boomerang Awards, where the focus shifts to performance over time. This continuity is key to how we structure competition.”
Participants who reached at least 100 points in TIME TO WIN received bonus points toward the Golden Boomerang Awards 2026, which launched on April 3 as the third edition of the company’s annual affiliate competition, focused on sustained performance rather than short-term gains.