Hold a New Tournament
Reason: sponsored by an organization
Events: throwing (javelins, etc), melee fighting, archery and races
Length: nearly a week
Awards: first place and an honorable mention
Top Prizes: good equipment (armor, etc)
Betting: unofficial - discouraged
Other Entertainment: hired bards and trained animals
Competitors of interest:
The odd foreigner who is relatively well-known.
The nondescript mercenary who is frighteningly fast.
The tricky rogue who is all talk.