AT&T is positioning itself to capture a massive wave of international visitors expected to flood North America this summer for major soccer tournaments. The carrier announced expanded eSIM by AT&T packages that include unlimited data and 5GB of hotspot access, with unlimited talk and text coming soon.
The timing isn’t coincidental. With soccer events drawing millions of international fans to the U.S., Mexico, and Canada, AT&T sees a lucrative opportunity to serve travelers who need reliable connectivity but don’t want expensive roaming charges from their home carriers.
AT&T claims it was the first major U.S. carrier to offer short-term connectivity packages for international visitors through eSIM technology. Now it’s doubling down with more flexible options and broader coverage across North America. The company is also adding one-day passes for U.S.-only coverage, giving travelers more control over their spending.
The service works through AT&T’s Connect on Demand app, available on both iOS and Android. Travelers need an unlocked 5G smartphone with dual SIM capability and must wait until they arrive in the U.S. to purchase and activate their eSIM. Package options include:
- 1-day passes (U.S. only)
- 7-day coverage
- 15-day coverage
- 30-day coverage
International customers also get access to Turbo Live by AT&T, which promises high-priority data in crowded venues like soccer stadiums. This feature could prove valuable during peak usage times when thousands of fans are simultaneously trying to stream highlights or book rides.
The move reflects broader industry trends toward eSIM adoption and the growing market for travel connectivity solutions. Traditional roaming charges have long frustrated international travelers, creating demand for alternatives that offer predictable pricing and local network speeds.
AT&T’s soccer sponsorships – including U.S. Soccer, the Mexican National Team, and Major League Soccer – give it natural marketing channels to reach the exact audience most likely to need these services. The company is betting that sports fans, who tend to be heavy social media users wanting to share experiences in real-time, will pay premium prices for reliable connectivity.
“Travelers expect connectivity to be simple, seamless and dependable from the moment they arrive at their destination,” said Jenifer Robertson, executive vice president and general manager for AT&T. “With eSIM by AT&T, we’re delivering an easy, flexible way for international travelers to stay connected so they can follow every match, share every experience with friends and family back home.”
The service launches next month, just in time for what could be one of the biggest summers for international tourism in recent years. Success could establish AT&T as the go-to choice for future major events and potentially spark similar offerings from competitors Verizon and T-Mobile.