You need to show the personalities of the players, and play it up so people have a hero (or villain) to root for.
Have them talk a little trash (I wouldn't really care if it's all marketing and not heartfelt).
Talk up the rivalries. Give everyone background and some personal tidbits.
Maybe even get footage outside the studio of these guys at home or in their home poolrooms.
Even though AZ will go on and on about the race, the rules, the specific games,
and what skills the players have (or lack)... I think what we actually CARE about are the people.
I may experiment with this in future commentary just to see how it all shakes out.
JoeyA