Have you setup the Internet connection? Assuming you have.
Game updates launched when starting the game are usually for bug fixes, improving online peformance. If you have launched madden 10 and it does not prompt you to install, or you have already installed and the content is still not there... Then
What you require sounds like it is a DLC content, which one would imagine is available on the PSN store. Try looking on PSN store, downloading the file and then install from games xmb section before you launch the game.