IGA signed the deal with Sega Europe and Sports Interactive ahead of the launch of 'Football Manager Live', due for release this summer.
'Football Manager Live' brings together the hugely successful 'Football Manager' series gameplay with the experience of a massively multiplayer online game, allowing managers to pit their tactical skills directly against hundreds of other human players for the first time.
Players can create their own team name, colours, badges and home ground, before deciding which players to sign from Sports Interactive's world database of more than 270,000 real life players.
This new development of the popular game franchise allows aspiring football managers the opportunity to play the game their way, changing tactics within live matches from a virtual dugout, exchanging banter with other virtual managers through the in-game chat facilities, and balancing the books for their team, all directly against the tactical brains of other real managers from around the world.
Brands will be able to take advertising in keeping with the opportunities experienced in a real football environment, including league and tournament sponsorship, pitch-side billboards, web-based MPUs plus a number of premium static integrations.
IGA will also be using its proprietary Radial technology to dynamically link ad spaces between the 'Football Manager Live' game client and the corresponding locations on the web portal, giving advertisers extended and cohesive exposure as well as the ability to offer video and rich media content within the web-based MPU spaces.
Beyond simply a web portal, the site links directly into the game servers, allowing managers as well as the public at large the ability to browse the profiles, teams and competition results of other managers as well as chatting via the forums, akin to Facebook for Football.
Justin Townsend, CEO of IGA Worldwide, said: "The Football Manager series boasts three of the top five fastest-selling PC games in history and we are extremely enthusiastic about partnering with Sports Interactive and Sega on these world-leading titles leading into the Euro 2008 series this summer.
Miles Jacobson, studio director at Sports Interactive, said: "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'."