Last week, Boomerang Partners participated in the iGB Affiliate Barcelona 2026 show. This event once again brought together key players of the global affiliate marketing industry, serving as a platform for strategic discussions, partnerships, and knowledge exchange. Boomerang met with current and new affiliate partners, presented its latest expert product, the Sports Marketing and Betting Calendar 2026, and reaffirmed sports as its core strategic segment. Also, the company won the prestigious ‘Best Live Event Marketing Campaign’ prize at the European iGaming Awards.
Sports as a strategic focus
For Boomerang Partners, sports are a long-term strategic vertical. The company aspires to become the world’s leading sports-focused affiliate program, backed by extensive experience and deep expertise. iGB Affiliate Barcelona provided an excellent opportunity to meet with affiliate partners and discuss collaboration for the current year, which can rightfully be called the Year of Sports, thanks to the FIFA World Cup 2026, the Olympic Winter Games Milano Cortina 2026, and numerous other tournaments across various sports.
Strategy sessions and analytics at the core
Boomerang Partners traditionally attends major industry events together with representatives of its in-house analytics team. During iGB Affiliate Barcelona, the company held a series of strategic sessions with affiliate partners, focusing on traffic planning, seasonality, and campaign efficiency.
This approach allows affiliate teams to meet not only Boomerang’s affiliate managers, but also the analysts behind the company’s strategies. As a result, exhibitions like iGB Affiliate Barcelona become effective spaces for in-depth discussions and long-term planning rather than surface-level networking.
A must-have tool for sports-focused affiliates
One of the key highlights of Boomerang Partners’ participation was the presentation of the Sports Marketing & Betting Calendar 2026. This exclusive guide was introduced as both a practical analytics product and a value-driven gift for affiliate partners.
The Calendar consolidates sports schedules, traffic peak predictions, GEO insights, industry trends summary, and expert recommendations into a single framework, helping affiliate teams plan campaigns throughout the year. It can provide practical value to experienced sports-focused affiliates in shaping their strategies. Newcomers starting in the vertical will gain valuable insights into many nuances of working with sports traffic, such as the importance of tailoring campaigns to specific tournament phases (pre-event, during the competition, or post-event).
Booth concept and sports-focused activations
Boomerang Partners’ booth 81-L10 reflected the company’s sports-first positioning. All on-booth activities were built around sports engagement, from interactive mechanics to branded giveaways. All of this reinforced the message that Boomerang speaks the language of sports affiliates and understands their needs.
Among all those who downloaded the Sports Marketing & Betting Calendar 2026 via QR code at the booth during the exhibition, a fully funded trip and accommodation in Milan was raffled, including tickets to a home match of the club at the iconic San Siro Stadium.
Looking ahead
Taking a look into the future, Boomerang Partners encourages affiliate teams to stay alert on upcoming updates and to actively use analytical tools when planning sports campaigns. Tools like the Sports Marketing & Betting Calendar 2026 are designed to help partners anticipate traffic peaks, optimize strategies, and drive sustainable growth in the sports vertical.
Darina Sharban, Affiliate Team Lead at Boomerang Partners, commented: “iGB Affiliate Barcelona is always about quality conversations. This year, we saw strong interest from partners who already work with sports traffic and want deeper analytics to scale their campaigns. Such opportunities are provided to them by our Sports Marketing & Betting Calendar 2026.”
For her part, Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, said: “What stood out was how many discussions went beyond campaign planning. Partners were focused on seasonality, long-term planning, and how to prepare for major sports events in advance.”
As for Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, she added: “Events like this allow us to align expectations. When affiliate partners see our analytics approach and tools like the Sports Marketing & Betting Calendar, conversations become much more strategic.”
Well-deserved recognition
During iGB Affiliate Barcelona, the winners of the European iGaming Awards were announced. Boomerang Partners succeeded in the category ‘Best Live Event Marketing Campaign’. In doing so, the jury rightfully acknowledged the company for its outstanding execution of the Golden Boomerang Awards ceremony at the legendary San Siro Stadium in Milan in May 2025. The event was combined with exclusive networking and a charity auction. The participation of AC Milan Legend Andrea Pirlo, who presented awards in 11 categories, gave the ceremony a special status.
With iGB Affiliate Barcelona 2026 behind them, Boomerang Partners continues to focus on analytics, expertise, and long-term partnerships, keeping sports at the center of its affiliate strategy. Download the Sports Marketing & Betting Calendar 2026 on the company’s official website and plan your sports traffic campaigns effectively.