I am an employee at a non-profit start-up that makes scholastic chess tournaments more professional.
For example -- we provide all equipment a professional chess tournament would have (e.g. DGT boards, country flags, etc), enforce professional conduct (e.g. recording moves, no cheating, etc), reward prizes reminiscent of professional chess tournaments (e.g. big purses, trophies, etc). We do a lot more to make the tournaments more professional, but that's beyond the scope of the question.
Anyways, we want to add the following line to our website:
We [insert verb here] scholastic chess.
We've considered the following verbs, but they either don't completely fit or the word has a negative connotation (e.g. romanticize - think of as better than reality would warrant).
- Up the ante
- Spruce up