Why not align the incentives? Fans of the game should be putting pressure on the coaches about ensuring that their favorite players aren't injured, coaches should be pressuring the association to force better safety systems so their players don't get removed from the game, the contracts with players should value their long-term abilities more than their short-term wins, the association can start including more and more safety requirements and rules to make sure that the fans keep watching for their favorite stars.
This kind of thing needs to be attacked at all angles, make everyone involved WANT better safety by making it make beneficial to everyone involved.