Actually, i don't find this as bad as you're seeing it.
There's a game called "trackmania", which was a great payed game. Recently, it went free for everyone, and got a representation in the wcg (world ciber games). It's a racing game, and just like in F1, there are adverts on parts of the tracks and on the walls of the stadium where the games run.
I think, like app mentioned, that this kind pf advertisement makes sense, as long as it isn't something that might interfeer with the game itself or bore us to death (i'd hate to have a 30seconds advertisement when i pass each level of a game, it'd drive me mad).