It won't be to do with IPO
I suspect it's an advertising agreement; maybe FI will now be on the FM in-play advertising boards. And perhaps theyl do some kind of promotional offer to go with it?
As someone who's played champ man/fm addictively since I was about 7... I, quite vocally, complained to SI when they introduced match day odds among other betting references in the game. Its not age appropriate and felt tacky.
But now I'm an FI trader... I can see from this side of the fence, any like to FM or FF is going to be great exposure for the product.
For FM 20 tho SI have introduced a tick box on the game setup screen to turn adverts off... Which i imagine 99% of gamers will do before ever having seen the adverts. So hopefully it's not been at huge cost to FI ☺