Lilya Sudachenko: “At Boomerang Partners, we really focus on sport right now, and the Boomerang Arena concept reflects that passion!”
Shows & conferences - 26 November, 2025
During day three of SiGMA Central Europe, Focus Gaming News spoke to Lilya Sudachenko, Affiliate Team Lead at Boomerang Partners. During the interview, Sudachenko provided insights into the company's distinctive approach to affiliate marketing, its impressive growth, and ambitious future plans.
Sudachenko began by explaining the concept behind their striking "Boomerang Arena" booth, which powerfully demonstrated the company's strong focus on sport. He detailed how the stand was designed to "reflect that passion. It combines sports excitement and interaction," drawing inspiration from the dynamic energy of real sports stadiums. Visitors were encouraged to participate in a 'wheel of fortune' and various fun tasks to earn chips, putting them in the running for exciting prizes, including an iPhone 17 Pro Max, a signed Luka Modrić jersey, Ray-Ban smart glasses, and AirPods Pro 3.
Sudachenko proudly noted that the booth proved to be one of the "brightest spots" at the event, fostering numerous productive discussions with both existing and prospective partners. A significant point of discussion was Boomerang Partners' collaboration with AC Milan, which Sudachenko enthusiastically described as "a real game-changer." This high-profile partnership has been instrumental in accelerating the company's expansion and significantly enhancing partner trust, effectively bridging the affiliate community with the prestigious world of sport.
Boomerang Partners has witnessed remarkable growth, achieving a 192 per cent uptick in sports traffic and a 120 per cent increase in partners within just four years. Sudachenko attributed this success to "a clear strategy, a strong team and our close relationship with our partners." He further highlighted their commitment to quality traffic, transparent operational conditions, continuous enhancement of their unique in-house analytics, and dedicated teamwork, ensuring swift problem-solving and comprehensive support for their partners.
Community engagement lies at the heart of Boomerang Partners' philosophy. Sudachenko explained that initiatives such as charity tournaments and the 'Boomerang League' are vital for strengthening bonds with affiliate partners, helping them "feel like a part of something bigger." The ultimate aim, he clarified, is to "grow together with our partners," extending beyond mere public relations. He cited the recent 'Golden Boomerang League' tournament, which ran from September 1 to October 31, as a prime example. Its fair and straightforward rules, requiring affiliates to secure 20 First Time Deposits (FTDs) on sports within two months, offered a clear platform for partners to showcase their results.
Looking forward to 2026, marking their fifth year in operation, Boomerang Partners envisions a "new chapter." While their core focus will remain on "people, growth and energy," they plan to enter new markets and scale their operations even further. Sudachenko articulated their bold ambition: to "become number one an affiliate program sports in sports." He concluded with unwavering confidence, asserting, "We truly believe that we can achieve all our goals because our brand is known everywhere," buoyed by an exceptional team, top-tier partners, and unparalleled expertise.