Anton Eshtokin, CMO at Boomerang Partners: “The secret to our success is built on several key factors, including strong relationships with our affiliate partners and in-depth analytics”
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, spoke about the company’s mission, partnerships, and successes.
Exclusive interview.- Anton Eshtokin, chief marketing officer at Boomerang Partners, speaks to Focus Gaming News about Boomerang’s core mission and values today, the principles of working with affiliate partners, the strategic partnership with AC Milan, and the company’s upcoming participation in the SBC Summit Lisbon.
Boomerang Partners has built a strong reputation in the affiliate and igaming space. How would you describe your core mission and values today?
The mission of Boomerang Partners is to advance the affiliate marketing industry by combining expert knowledge, a personalised approach, and data-driven solutions to help our partners thrive. We believe in creating a unique experience for each partner, offering them not just creative support but also the latest tools to ensure their growth is not only sustainable but also exceptional within a premium environment.
This means that we’re constantly seeking ways to enhance every aspect of our work, unlocking new possibilities for our partners. When you work with us, you can expect to have access to our top-of-the-line products, innovative business approaches, and exciting collaborative projects. Additionally, we offer cutting-edge analytics — our in-house developments enable us to understand user behaviour and refine traffic strategies for optimal results.
While we recognise the importance of financial success, we also understand that it’s just one piece of the puzzle. Partnering with us gives you access to exclusive experiences and top-tier service that money can’t buy. This balance ensures that while you’re achieving your business goals, you’re also creating memorable and positive experiences along the way. A great example of this is our annual Golden Boomerang Awards, a global affiliate traffic team tournament. It’s a platform where participants can showcase their skills and gain international recognition. The top performers are invited to an awards ceremony that doubles as a networking event. In May 2025, we had the privilege of hosting this event at the legendary San Siro stadium, thanks to our role as the Official Regional Partner of AC Milan. The feedback we received was overwhelmingly positive, with participants ranging from affiliate partners to influencers, media representatives, and industry leaders.
Our philosophy at Boomerang Partners is encapsulated in our slogan, “Live without limits.” It reflects our belief that the lines between partner and brand, between challenges and opportunities, and between business and inspiration can be blurred. This mindset empowers both parties to set ambitious goals and equips them with the understanding and tools to achieve them.
“Our philosophy at Boomerang Partners is encapsulated in our slogan, ‘Live without limits’.”
Anton Eshtokin, CMO at Boomerang Partners.
In 2024, Boomerang achieved +194 per cent growth in sports traffic and +120 per cent in affiliate sign‑ups. How are you managing that rapid expansion, and what opportunities or challenges lie ahead?
The secret to our success doesn’t rely on a single magical ingredient. Instead, it is built on several key factors, some of which I’ve already mentioned: strong relationships with our affiliate partners, often growing into friendships, well-structured business processes, the development of a comprehensive strategy that aligns perfectly with our goals and realities, continuous expansion of our product line, and endless in-depth analytics. We pay close attention to every aspect, ensuring each one is a reliable link in the chain.
Moreover, all these factors are accompanied and supported by well-crafted marketing projects. These projects enable our partners not only to learn comfortably about the opportunities and advantages of partnering with Boomerang Partners but also to have a great time at our events, which are sometimes unique.
We have a lot of work ahead and many exciting things in store for our partners and the market as a whole. Later this year, we are preparing something fundamentally new that will open up a host of new opportunities for our partners. Stay tuned for updates!
Boomerang saw massive growth in its sports-focused affiliate ecosystem during the first year of its strategic partnership with AC Milan. Looking ahead, how do you plan to build on these numbers in the second year, and what metrics or experiences will define the next phase of this partnership?
In the summer of 2025, we marked the first anniversary of our strategic partnership with AC Milan, and we’ve already laid out our plans for the upcoming season. We’ll keep using the activation strategies that have worked well for us, while also refreshing our communication approach. This updated strategy will be the backbone for a series of exciting and, as always, unique projects in both the B2B and B2C arenas.
The main aim of our partnership is to build the image of a dependable, forward-thinking, and innovative international brand with a long-term vision—much like AC Milan itself. This collaboration also underscores our commitment to the sports sector. Our focus on sports is not just about business opportunities, which our data analytics and market assessments have confirmed, but also about our genuine love for the game. Our team is filled with sports experts and enthusiasts who are passionate about what they do.
We’re thrilled to share the same core values as AC Milan, which are centred around ambition, continuous growth, and a deep love for sports. Over the past year, we’ve achieved some remarkable milestones together, and we’re confident that we’ll continue to impress the affiliate marketing industry and the sports world in the second year of our partnership. AC Milan has shown itself to be a trustworthy and supportive partner, and we’re very happy with how things are going.
What do you believe makes your partnership approach stand out in such a competitive landscape?
The shared values between Boomerang Partners and AC Milan are absolutely central to the success of our partnership. It’s these common principles that have allowed our collaboration to not only succeed but also stand out in the industry. We’re proud of the visibility we’ve achieved together, and a big part of that is thanks to our marketing team’s strategic efforts. They do an incredible job of combining the best global practices with fresh, innovative ideas to keep our partnership dynamic and engaging.
Moreover, the way AC Milan has approached this partnership has been nothing short of exemplary. Their responsiveness and commitment to our joint initiatives have been crucial to our achievements. We are truly grateful for their collaboration and look forward to continuing to work together to achieve great things.
Next September, Boomerang Partners will visit the SBC Summit in Lisbon. What do you consider to be the most relevant issues on the agenda at the event?
This event will take place at the beginning of the football season, and it will be both logical and symbolic to develop the conceptual line of the Boomerang Arena that we initiated earlier at iGB L!VE London 2025. This is a complex consisting of our booth and creative activities dedicated to sports. The SBC event itself is historically based on sports, which makes it a perfect fit for showcasing our sports-oriented direction. I would like to remind you that at Boomerang Partners, we are highly interested in sports traffic and are ready to discuss opportunities for collaboration. Over the course of 2024, the growth of sports traffic in our brand portfolio was 194 per cent, and profits in this segment increased fivefold.
Also, I would like to add that traditionally, at the Boomerang booth, visitors can comfortably familiarise themselves with our products, arrange for collaboration, and also make use of our unique photo zone, which we have put a lot of effort into creating.
Can we expect any announcements or exciting updates from Boomerang during the summit?
Visitors to our F1 booth can look forward to a lot of exciting things. For instance, you can learn about our new initiative for affiliate teams from around the world, the Golden Boomerang League. Additionally, we are preparing a raffle of unique sports memorabilia. And that’s not all.
I invite all participants of the SBC Summit to visit the Boomerang Partners booth to learn about the benefits of partnering with us and to discuss the terms. See you at the exhibition”
