Electronic Arts has made some deals, most notably with ESPN, that will allow them to incorporate real-time content into their sports games. For example, if a football player in the real world were to tweak his ankle and miss a game, it would be refelected in your Madden '08 game that week. 3-game suspension? You betcha. Your basketball player sits for 3 games.
Also, they've made a deal with The Weather Channel, so that if, for example, it's snowing at Lincoln Financial Field on the day you're playing the Eagles-Cowboys game in Philly, there will be snow on the virtual field as well. Sadly, the fans won't be throwing virtual batteries, and trying to kill the Dallas players, but there's always Madden '09 for that, isn't there?
Denver Post: Sports video games go real-time