The winner of the Race of the Baraccas gets a title allowing them to join Prince Helos’ Honor Guardsman. While this may entice some players, others may need a different motivation. It could be that someone is paying them to win to best an adversery’s champion. The PC could be forced to win and then allow someone else to claim the title, based on how a title works (see wiki page Titles). A more complicated hook that could lead into other adventures would be if the PC were motivated to win (via money or blackmail) and then give their title to an evil assassin who wanted to join the Honor Guards to assassinate Prince Helos. Virtually any hook could get the players into it.