I don't know how you go about getting one, but you should definitely pursue it as an option. I know from different arenas, you have to publicize your website heavily and drive traffic to your website. You'll need to aggressively use social outlets such as Facebook, Twitter, and whatever else is popular.
You have to look at your website as a business. Be constantly talking about it, offer unique marketing tools like your fan of the week, for instance, and even invest in some business cards. They're inexpensive and when there's a sporting event, or any event that's going on you can put your card on windshields like people have done to you. It will help to get the word out that your website exists, and the rule is if people see it 3-4 times they will become familiar with it. And sometimes, on a lark they will visit your website.
So, in my limited experience you need to start publicizing it to draw traffic in order for a bigger entity to have interest.
Your local paper usually has a business page for news and entertainment and the listings are free. Search in your area for anything that you can tie into your website and eventually you'll see growth. Join online forums and develop relationships. Keep working at it, and good luck.