Essentially, this is a problem of media penetration. There simply needs
to be an understandable and concise "narrative" that can be created, in
order to spark Media interest, and thereby get sponsorship $$.

In 1972, the Fischer--Spasskey match was notable because it became a
proxy for the Cold War. Fischer beat "The Russians" at their own game.
Ironically, that same year, the Soviets beat the Americans at their own
game: Basketball, in the Munich Olympics.

The Karpov-Kortchnoi matches had their own Cold War narrative, the
fight between the Loyal Communist Icon (Karpov), and the politcal
dissident (Kortchnoi) which was the inspiration for a film about chess,
"Dangerous Moves"

The Karpov--Kasparov matches started off with the theme of Perestroika
and the advent of a charismatic prodigy. The five matches became
indicative of a slugfest between two nearly evenly matched pugilists.

Kasparov exploited the advent of strong chess engines to promote, and
profit from, the "Man vs Machine" matches, leveraging IBMs corporate
publicity machine.

The only real narrative that would have "bite" is "The Battle of the
Sexes" match, featuring Judit Polgar vs. a Top male GM. It would be
helpful if the male contender was American or Western European (and
probably, to be of Northern European heritage, as well). I lament that
reality, but I think that having a Russian or Ukrainian, with an
"unpronounceable" name, would adversely affect the marketability of
such a match. The players should be able to speak fluent, nearly
unaccented, English...

Of course, such a World Championship match is unlikely to occur, but
there you have it.