What can we do better? How can we make more money?

As Reyone said, you could get the visitors into filling a survey in order to enter a giveaway for example a t-shirt or tickets or something else.
For example you get 250k unique visitors per day. even if less than 100k complete the offer, and u giveaway a ticket for a match, you would still earn much as a profit.
You could also add a referral button before the step of the survey. Adding the referral button, and making it require 1 referral to your site, you could double your visitors easily in a week, which would lead to more visitors which equals to biggest income.
It would go like this : in order to enter the givaway, you need to fill a survey. In order to fill the survey, you need to refer a person to the website.
that's my poor opinion tho

We are going to be farming email addresses.

Bloody frustrating how little we are making

bump - our new site is being built and we're doing an app too - so hopefully that'll help - as i said though willing to cut anyone in with good ideas