What you need is to get some media attention behind your idea. Create a website for it (something simple will do, even one page), and then submit it to some TV shows and networks.
Just like with Britney Spears' hair lately. Somebody tried selling that for a million dollars and several TV shows and popular news websites talked about it. You just need a good media campaign behind it.
I have some experience in this area. I also have some connections in the sporting world. If you want, feel free to PM me or email me a little more about what you are trying to sell and maybe I can help you more.