Today, 12 February, we officially launch an exclusive TIME TO WIN affiliate tournament. This activation is built specifically for a high-intensity sports period and designed to help our partners turn peak demand into performance.
TIME TO WIN is the core strategic concept behind our partnership with AC Milan in 2026. More than a campaign slogan, it represents a shared mindset that defines both brands – ambition, competitiveness, and a constant drive to perform at the highest level.
Designed as a flexible, long-term concept, TIME TO WIN can be applied across different formats and moments throughout the sports season. In 2026, we’re bringing this approach to life through a series of initiatives and activations that go far beyond traditional sponsorship – with the affiliate tournament marking one of the key milestones.
The TIME TO WIN tournament is fully launched within the AC Milan Hub – a dedicated digital platform created as part of our strategic collaboration with AC Milan.
The Hub serves as the central entry point for affiliates participating in TIME TO WIN. This is where all tournament-related activities, mechanics, and prize draws are brought together. While the tournament is the key activation for Q1 2026, the Hub is designed as a long-term ecosystem that will continue to host AC Milan-related initiatives, including the exclusive experiences, throughout the season.
By participating via the AC Milan Hub, affiliates are not joining a standalone competition. They are becoming part of a broader collaboration that connects performance marketing with exclusive access to one of the most iconic football clubs in the world.
The TIME TO WIN tournament runs from 12 February to 31 March 2026, covering one of the most competitive windows of the sports calendar in 2026.
Participation is based on a simple, transparent principle: affiliate teams will complete tasks across different segments, earn points, and unlock access to prize draws as their score increases. The more actively you participate, the more opportunities become available.
As points accumulate, affiliates gain access to five exclusive prize draws. Each draw becomes available after reaching the required point threshold.
The tournament rewards include both branded items and unique AC Milan-related experiences:
In addition to these prizes, we’ve also prepared a bonus for active participants. Affiliates who score at least 100 points will receive extra points toward the Golden Boomerang Awards 2026, the upcoming third season of our global affiliate tournament.
The TIME TO WIN tournament participants can complete tasks across multiple activity types. Each task contributes points toward the total score.
Here’s how points can be earned during the tournament:
Each activity is designed not only to award points but also to encourage deeper engagement with the Boomerang Partners brand across performance, content, and communication channels. Details about the tasks and draws can be found on the AC Milan Hub website.
February and March 2026 sit at the center of an exceptionally intense sports cycle. With the Olympic Winter Games Milano Cortina 2026 already underway and sustained attention across multiple sports, this period offers both high demand and high competition.
To help affiliates navigate this environment, TIME TO WIN participants gain practical value from our analytical tools and insights. One of them is the Sports Marketing & Betting Calendar 2026, created to support systematic planning during the Year of Sports. It helps sports-focused affiliates align campaigns with key moments, understand audience behavior, and act with confidence rather than intuition.
The TIME TO WIN affiliate tournament is officially live today and will run until 31 March 2026. This is the moment to activate campaigns, scale traffic, and engage with an initiative built around timing, performance, and exclusive access through our partnership with AC Milan.
Take part in the tournament via the AC Milan Hub, make the most of the hottest sports period of the year, and win exclusive prizes.
