Bidstack Group said it renewed its agreement with Sports Interactive, the creator of Football Manager for a multi-year period.
The two companies have been working together since 2017 and this is the second extension of the contract, the in-game advertising specialist said in a statement.
Sports Interactive is one of the world's leading developers of sports management simulations and has won two BAFTAs with titles selling over a million copies annually across platforms such as Steam, Microsoft Game Pass and the App Store.
James Draper, Bidstack’s chief executive, said: "The success and longevity of our partnership with Sports Interactive illustrates the evolution of monetisation in video games and stands testament to the strength of our commercial relationship.
Matt Carroll, COO of Sports Interactive added: "In-game advertising, while an important commercial tool, has been specifically implemented in Football Manager in a way that supports the game experience for our players.
“By using pitchside LEDs, the ads which the Bidstack tech serves look just as they do in real-world football matches, preserving the 'suspension of disbelief' and tying our in-game experiences to real world campaigns and sponsors.
"For advertisers who are looking for passionate football fans for their campaigns, our realistic in-game experience can complement live activities by timing, leagues or countries across 17 languages.”