Context: a boxer and his trainer are waiting in the locker's room for a match to start. The president of a famous gym who is also the organizer of the match passes by and just waves at them without even looking them in the eyes. At which the trainer comments (giving him the middle finger):
へっ… せーぜー盛り上げに貢献しろってか 目くらい合わせろや
Since he used the imperative, I think he was trying to reproach the organizer, but what is the meaning of 盛り上げ? To what the organizer should contribute? Has it something to do with enlivening the atmosphere? Note that the boxer and especially the trainer don't have a good relationship with the president. Thank you for your help!