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Fire crews are battling a blaze in a pub next to the Sixfields Stadium during Northampton Town's home clash with Norwich Victoria.
Football fans watching the match could see flames coming from the roof of The Sixfields Tavern which is in the Sixfield Retail Park complex of restaurants, pubs, cinema and bowling alley.
A spokesman for Northamptonshire Police said everyone has been accounted for.
Fire crews are on the scene working to contain the fire and police have closed the car park serving the complex.
A police spokesman said roads around the area, including the main A4500 Weedon Road, the Walter Tull Way and complex's car park had been closed because of large amounts of smoke billowing from the blaze.
On Twitter the force said roads were very busy and advised people to avoid the area.
The spokesman said fans watching the home match at the Sixfields Stadium were being kept updated by the ground's security. He said there was no danger to fans and they would not be evacuated.
Road closures are expected to be in place for a couple of hours.
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