Anton Eshtokin, Boomerang Partners: “The key advantage for us is effectively combining our sports first DNA with the datadriven model”

Shows & conferences - 29 September, 2025

At SBC Summit Lisbon, Focus Gaming News spoke with Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, about the company’s brand identity, its strategic alliance with AC Milan and the balanced approach that is driving growth and industry recognition.

Boomerang Partners showcased an immersive stand at the event, reflecting its DNA of sport, creativity and performance. Among the highlights were a sports gallery displaying memorabilia from stars such as Cristiano Ronaldo, Rafael Nadal, Fernando Alonso and Tyson Fury, a theatrical sports-themed show, and the recently launched Golden Boomerang League.

Eshtokin underlined the value of Boomerang’s ongoing partnership with AC Milan, noting that it has not only boosted brand visibility but also had “a significant impact on performance, especially in sports traffic”. Beyond business results, he said the collaboration is building stronger, more personal connections with affiliates through the integration of exclusive sponsorship assets.

When asked how Boomerang would play on the pitch alongside AC Milan, Eshtokin described its style as “expertly balanced – strategically precise yet with confident attacks and standout moments”. That, he explained, is mirrored both in the company’s data-driven strategies and technical infrastructure, and in its dynamic marketing and affiliate management teams, who he described as “forwards focused on results”.

Boomerang Partners’ comprehensive approach has also brought industry awards. “Awards confirm that we’re on the right track, but our primary goal has always been to create value for our partners,” Eshtokin said, noting that the company had just received the prize for Social Media Campaign of the Year.