Rule #1 of PR: Start small and build on success:
Begin by taking the Free Roll report each week during each semester, and have it put in the Tartan under it's own byline.
The week before Freeroll start, a general intro/FAQ about buggy would be published, followed by the usual weekly Roll report, with photos (or a subset of them.) This would begin to familiarize students what orgs are involved with it, what it is about, who the players are, which buggy is which, etc.
Emphasis should be placed on luring inquisitive students out to watch Mini-Raceday in the fall, so they get some flavor of what Sweepstakes is all about.
Forget about being featured on Speed Channel or ESPN anytime soon, and concentrate on getting more interest out of the student body. That's what really matters in the long run.
A link from the Tartan column could lead readers to the BAA site, for further in depth details an analysis and commentary by the various people who hang out here and comment on Freerolls, as well as pics and videos.
In concert with this, I recommend the BAA site set up a prominent link to the the "top ten" Buggy stories, pics, and videos -- these should be of the "Holy Sh*t! I can't believe they did that" variety, to further rope them into joining our obsession.
That's a simple start to better PR and generating buzz and interest in Sweepstakes, and it really doesn't involve more work than is already being done on a volunteer basis.
"I love the smell of solvents in the morning -- they smell like... victory."