If you’re watching the Premier League next season, expect to see a familiar travel-tech name around the pitch. Nomad eSIM has confirmed one of the largest LED perimeter advertising deals in the eSIM sector to date, securing visibility across more than 190 matches during the 2025/26 campaign. For a brand that already positions itself as a global traveller’s companion, this move signals a very intentional push into sports and fan culture.

The campaign spans fixtures across over 20 Premier League clubs, meaning viewers around the world—an estimated 70+ million per match week—will see Nomad’s bright branding flashing pitchside at some of England’s most iconic stadiums. For a company built on enabling seamless travel connectivity, tapping into the world’s most-watched football league feels like a natural next step.

Why the Premier League Is the Perfect Stage for a Travel Connectivity Brand

The Premier League broadcasts into 920 million households across 189 countries. That is unparalleled reach, but more importantly, it’s an audience that travels. Football fans cross borders constantly—whether to watch a derby live or join viewing parties abroad—and they are notoriously active on social media during matches.

For Nomad eSIM, this isn’t just advertising. It’s brand alignment.

As Louis Sim, Nomad’s Head of Global Marketing, explains:

“Sport brings people together, no matter where they are. Fans deserve brands that show up for them—not just for the big moments but throughout the journey.”

And that idea — showing up for fans wherever they go—fits neatly into the broader rise of eSIM adoption by travellers. When fans fly to London, Manchester, or Newcastle for a match, or simply stream games while backpacking across Asia, they need data that just works. Nomad is framing itself not only as a solution but as part of the matchday ritual.

A Season Kickoff Gift for Fans: Free Data with Code “EPL”

To mark the start of the partnership, Nomad is giving fans 1GB of free data when they download the Nomad app and activate an eSIM using the promo code EPL. It’s a simple acquisition strategy, but an effective one: sports audiences respond strongly to perks tied to the events they love, especially when those perks remove travel friction.

The company says the campaign will go live from August 2025 alongside the Premier League season opener.

The Sports Angle: Why eSIM Players Are Moving Into Stadiums and Screens

Nomad isn’t alone in connecting eSIM with sport. It’s part of a broader shift you’ve probably noticed if you follow this space.

Yesim has been leaning heavily into influencer-driven travel content. The Milwaukee Bucks have gained traction with hyper-local data packs designed for short-term international movement.

Sports, however, are becoming the next logical battleground.

Football, in particular, offers a rare mix: massive engagement, global audiences, and an emotional connection that advertisers dream of. And unlike travel-tech campaigns aimed at airports or tourism boards, football sponsorship reaches users in both moments of passion and moments of planning.

The Nomad partnership signals a more aggressive phase of competition inside the eSIM sector. Brands are no longer just fighting for SEO rankings or placement inside app stores—they’re competing for cultural visibility.

Fans don’t just see an ad; they associate that brand with their club, their rituals, and their memories.

What This Means for Travellers, Football Fans, and the eSIM Market

Louis Sim continued:

“Fans travelling to matches or watching at home should have the freedom to stay connected to what matters most—sharing a last-minute winner or celebrating with friends across the world.”

That message echoes a clear shift happening across the industry: travel connectivity brands are trying to become lifestyle brands, not just utilities. The Premier League offers Nomad eSIM the credibility and reach needed to accelerate that transition.

Nomad eSIM already serves coverage in 200+ destinations, which puts it in the same range as major global players. But unlike Airalo’s airport-heavy strategy or Yesim’s push toward lifestyle marketing, Nomad is betting on sports culture to differentiate itself. And it might work. Research from Nielsen Sports shows that fans who see a brand during matches are 30–40% more likely to recall it when making travel-related purchases.

This season-long presence puts Nomad in front of a very sticky demographic: international fans who travel frequently and post constantly.

Conclusion: The eSIM Space Is Entering Its Visibility Era

Nomad’s Premier League deal isn’t just a marketing splash—it’s a sign of where the entire eSIM ecosystem is heading. The days of eSIM brands competing only on price-per-GB or roaming avoidance are over. The new battleground is visibility, brand affinity, and emotional connection.

Nomad has taken a route that very few eSIM companies have dared to attempt: mainstream sports advertising at a global scale. With Yesim’s lifestyle-branding expertise and the Milwaukee Bucks’ global fan base, their collaboration brings travel-ready connectivity to basketball fans on and off the court, and Airhub emphasizing airline and B2B partnerships, the industry is diversifying its visibility strategies rapidly.

But sports? That’s premium territory.

And if this trend continues—and it likely will—expect more connectivity brands to enter stadiums, screens, and global events where travellers gather. For Premier League fans, it means more options. For the market, it means the competition is heating up faster than ever.