Besides the women wrestling with sexier outfits as the ones used in beach volleyball, suggestion already posted, I have got another important contribution to the International Olympic Committee (lol). Why not women rugby wearing something more entertaining? This is basically a fighting sport always in the shadow of men´s game but could get more coverage if the marketing lessons from beach volleyball were observed.
I thought it was an original idea until I found there were other persons who had already realized that women rugby just needed a better clothing supplier. Just watch an YouTube list of initiatives in this regard.
In the playlist, there are publicity, women athletes calendars, beach rugby and, more interesting, clips about a certain rugby league in Czech Republic that perfectly understood my idea.