Pool, not the exception to the "rule"
I'm not sure if that's literally true...
Follow the lead of other sports before us: have charity tournaments. Nothing has done more for the image of motorcycles than the Honda Ride for Pediatric Brain Tumor Research. Every sport has charity events, except pool.
So raise money for a local good cause (children's hospital, youth center, etc). The local good cause can point you in the direction of potential sponsors.
Most of all, invite the media to cover the semi-final and finals match. Pool offers some GREAT sports photography and film (remember they're not going to show the entire match; they're there to get a few visuals of things like the winning shot or other important shot). The reporter will want to do a 2 minute interview with the winner (or winning team captain) and with the honcho of the local good cause. Assign someone the responsibility of taking/answering all questions from the media...and make sure that person is always available and reliable.
You'll find that a funny thing happens: while the community feels better about the sport, the players feel even better about themselves and their sport. It kind of builds on itself.
I'm not sure if that's literally true...
