They still have yet to outline any real detail about it, yet Nintendo is offering the NX as a prize for an upcoming eSports tournament. According to an ESL press release, a European Splatoon tournament will begin this Sunday and last six months. The winner of each month's tournament will then compete against each other in the finals where each member of the winning team will be given a Nintendo NX.
This seems appropriate as March is the scheduled release date for the console, although I'm sure they'd like to know WHAT they're winning before they enter. Something tells me that Splatoon will be available on the NX if they're combining it with an eSports tournament but I could be making too large of a stretch there.
If you happen to live in Europe and have an eSports team you can register right here.