Hold a New Tournament
Events: melee fighting and races
Length: one week
Awards: first and second place
Top Prizes: largely symbolic (trophies, etc)
Betting: unofficial - discouraged
Other Entertainment: parades and professional hecklers
Competitors of interest:
The gangly youth who has quite a few fans.
The disgraced noble who is rumored to not always fight fair.
The nondescript mercenary who is relatively well-known.
The foreign noble who is very good.