The mobile operator has signed a deal to advertise on virtual track-side hoardings within the game for one month.
Game developer Nadeo hopes to attract up to 50 other brands to advertise in the game, which is free to download.
It is the first time that a game with the industry's AAA rating has been totally subsidised by ad revenue, enabling gamers to play free as opposed to having to pay an online subscription or one-off fee.
Florent Castelnerac, studio manager at Nadeo, said: "In the real world, racing drivers and teams have sponsorship deals, and the industry is supported by ads and promotions. As advertising within games takes off, this is being replicated in the virtual world by gamers."
Nadeo has hired IGA Partners to handle and serve the in-game ads for Trackmania Nations Electronic Sports World Cup (ESWC). It has been launched specifically for the 2006 championships, which will take place at a televised event in Paris in June, and includes other games such as Gran Turismo 4.
Masterclass, p82.
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