Sega has signed IGA Worldwide to provide in-game advertising for the popular Sports Interactive Football Manager series, including the upcoming Massively Multiplayer Online version, Football Manager Live.

The deal grants IGA the rights to sell advertising space in the game, including league and tournament sponsorship, pitch-side billboards, web-based MPUs and premium static integrated adverts.

“By having all in-game advertising in-situ in our forthcoming titles, it will add to the game-playing experience for our customers,” said studio director for Sports Interactive, Miles Jacobson.

“With IGA we’ve found a partner who understands our needs in that regard, and will be helping to enhance this experience in both Football Manager and Football Manager Live.”

IGA is planning to give advertisers extended exposure in-game using Radial Technology to link ad spaces between the Football Manager Live web portal game client.

Justin Townsend, CEO of IGA Worldwide, enthused: “The Football Manager series boasts three of the fastest selling PC games in history and we are enthusiastic about the partnership.

The unique opportunities available to our clients in these titles offer unrivalled exposure, engagement and accountability whilst adding realism and context to a game environment that prides itself on these same qualities.”