Take my opinion with a huge grain of salt.
I saw the growth of the E-Sports DOTA 2 come out of nowhere.
What they did 3 years ago, was kick it off an international tournament with a $1.2million prize pool. (A Hefty investment to GROW The sport).
That number for the 2015 Tournament is $12million and likely to exceed $14million.
http://www.cinemablend.com/games/Dota-2-International-2015-Has-Record-Breaking-Prize-Pool-72318.html
Along the way, there were Sundance Award winning film makers making a documentary following a couple of underdogs, contenders, and Champions, and their personal history to grow them as icons of the e-sport.
(High profile players are now dating runway models, and musicians/actors in asia).
ESPN aired the Last 'International' Tournament:
http://www.dailydot.com/esports/espn-dota-2-the-international/
And is looking to expand upon this.
The E-Sports athletes have signed sponsorship deals with various hardware manufacturers.
Say what you want about how silly a video-game is, but if you want to grow the sports, you need to sell compelling story about individuals. Market the game of Lacrosse like a product, and get more people playing so they can appreciate it being played at a high level.