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Published on 23 February 2017

When players and fans descend on Gillette Stadium Saturday morning, it won't be to celebrate the Patriots recent Super Bowl victory. Instead, the crowd will watch professionals compete for signed collectibles, merchandise and cash prizes by playing EA's Madden 17 multi-player online video game.

The fast-spreading activity is called eSports and has attracted huge audiences online and on broadcast TV around the world - a tough to reach audience that sports teams and consumer brands seek to reach. The NFL teamed with EA Sports last fall to host tournament games at select teams' stadiums.

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