If you've been enjoying the Universal Sports coverage as much as I have, click the ads on the site, write e-mails telling them how much you like and appreciate what they've been doing.
Their work has been so good I would have no problem paying for it (and I'm one of the cheapest SOBs around).
If we continue to show that there is interest and $$ out there for the sport, it will only increase coverage like this in the future.