I'm not familiar with the company. They could be reasonable and place static ads along retaining walls, etc (like what is done during real races), or they could have flashing neon billboards all over the place.
I assume the ads will be few and subtle to start with, and probably increase quantity and visibility during the contest the game was created for. After the contest, they would likely advertise as much as they can (within whatever limits they find acceptable), based on how many advertisers sign up, which in turn would be based (at least in part) on the response rate from players.
