How would you go about promoting Quake Champions?

I've noticed that OW had weekly cups hosted by Gosu Gamers even during the closed beta which were streamed and casted. It had also around 5-8 relatively stable teams that were fighting for it.

In contrast even though D16 had not been developed with MP in mind it was pushed with MP heavy line as "open" beta and was announced as having 3 MP DLC's. Since then was not picked up anywhere (really not an issue anyways)

OW gained the hype with two lanes of promotion:
1. Standard/Creative - covering lore, videos, comics, in game details, press releases and official information being readily available
2. Competitive - having competitions ran way before even coming to open beta which were covered by news portals and official channels as well as community covered (not just by the host community)

Coming back to Quake could something similar be done? Maybe it would be possible to go for creative with something in line of getting out a montage of best frag moments across all quakes? Since lore is sparse it could be covered by reinventing the characters and re imagining the arena lore? Could active players from past quake games and communities be bothered running weekly cups maybe casting pickup games way before the release and do you think it would produce better game promotion?