The Milwaukee Bucks just became the first NBA team to partner with a gIobal eSIM brand — and it’s a big win for both sides. Yesim, a Switzerland-based connectivity company, is stepping onto the court as the Bucks’ exclusive travel eSIM provider starting with the 2025–26 season. Yesim NBA eSIM partnership

The move comes at a time when eSIM companies are racing into partnerships beyond pure tech. Airalo has tied up with airlines like Etihad and Turkish Airlines, Holafly works with major OTAs and tour operators, and Nomad has struck deals with travel platforms to get in front of global travelers. Even Vodafone’s new Champions Travel eSIM links directly to sports and fan culture. For Yesim, jumping into the NBA spotlight marks both a bold brand play and their first major partnership of any kind.

What Fans and the Team Get Out of It

Fans won’t just see Yesim’s branding inside Fiserv Forum on LED ribbons and digital spots. They’ll also get in on the action. Season ticket holders will receive special Yesim discounts, making it easier to stay connected while traveling abroad. Expect to see branded sweepstakes, email campaigns, and social activations rolling out as part of the tie-up.

Behind the scenes, the Bucks’ scouting team and traveling staff may find Yesim’s coverage in 200+ destinations particularly useful. As Matt Pazaras, the Bucks’ Chief Business Development and Strategy Officer, put it:

“Yesim’s ability to provide coverage in more than 200 destinations globally will be a great tool for our global scouting team and traveling staff.”

What Makes Yesim Different

Plenty of eSIM providers claim global reach, but Yesim plays the game a little differently. Instead of relying on a single backbone provider, it builds partnerships with local operators worldwide. That lets it offer cheaper data packs in destinations where roaming costs usually sting.

Its features extend beyond data, too: virtual phone numbers for privacy, built-in VPN on iOS for added security, and a user-friendly app that allows travelers to activate eSIMs before they even take off. In a space that’s becoming increasingly crowded, Yesim is trying to combine utility with peace of mind.

Yesim Steps Into Sports Sponsorship

For Yesim CEO Dmitri Verbovski, the move is about more than exposure.

“This collaboration goes beyond sponsorship – it reflects our shared belief in innovation, integrity and the trust that brings people together across borders,”

he said. In other words, basketball may be the hook, but connectivity is the real play.

Where This Fits in the Bigger Picture

The Bucks-Yesim deal is a first for the NBA, but not the first time travel tech brands have stepped into sports. Airalo and Holafly have flirted with influencer partnerships and affiliate pushes, but no eSIM provider has landed in the arena of top-tier sports marketing — until now.

It’s part of a wider trend: telecom and travel tech companies are betting on lifestyle and sports sponsorships to stand out. Similar moves are happening in Europe, where players like Vodafone’s new Champions Travel eSIM are tying sports and connectivity together to reach fans where passion already lives.

What’s striking here is that Yesim isn’t one of the “big three” names in the eSIM space (Airalo, Holafly, or Nomad). By partnering with the Bucks, they’ve effectively leapfrogged into mainstream awareness — positioning themselves less as a niche app and more as a lifestyle brand.

Why This Matters

Sports partnerships are notoriously expensive, but they work because they put brands in front of massive, passionate audiences. For Yesim, this is about credibility: fans seeing the brand alongside an NBA team might be more willing to trust it for their first global eSIM experience.

It also signals where the market is headed. As GSMA Intelligence notes, the global eSIM market is projected to surpass 7 billion eSIM-enabled devices by 2030. That means the fight is less about technology — most providers offer similar coverage — and more about brand positioning, trust, and visibility.

Yesim’s playbook here looks smart: enter the U.S. market through culture, not tech specs. If it works, expect competitors to follow.