Promoted tweets by location, targeted to people talking about specific games. FB ads, Adwords - targeted to places that people talk about games. Go on Twitter and football forums and tell people why they should use it. Be friendly. Talk to any local or tech media folks you know and see if they can help you promote it.

Getting people to the site won't be your biggest issue. Getting people to sign up and take part once they're there will be. There's no real call to action on the site. It's not particularly visually appealing. Could you recruit some friends/family to generate some activity and some buzz? Right now, there only appears to be one person posting. It needs to look busier than that for people to decide to go there rather than Twitter, IRC or wherever else they are chatting about whatever game is ongoing at that time.