If I'm reading your post correctly....
What you need is the address or IP that you use to sign in (via your FTP software).
For example....lets say I have web site and I want to run a league. My FTP info (again hypothetically) is:
HOST: holycow98.com (this could also simply be the IP # to your site ala 111.22.111.22)
ID: holycow98
PW: divinebodine
So now...what would I put in-game in the online league setup?
FTP Server Address: holycow.com (or whatever it is you put in for host/address when you login to your FTP sofrware). If all else fails put the IP # to your site.
User name: holycow98 (will just be the same as whatever you put in as your ID in when you login to your FTP program)
PW: divinebodine (again...same as when you login to your FTP software.
Basically...you are putting all your FTP information the same way you would be if you were logging in through a 3rd party FTP program. The game will ******* out your PW.
Your starting directory will be where that FTP information will sign on to.
So in my case it would be
www.holycow98.com/ .
In there you will need to create an export folder so that when GMs click their "export via FTP" buttons the game will be able to log in to the site via the FTP information...and have a folder for the game to send the exports to.
I never use the ingame HTML export...but if you do...make sure you specify the name of the folder in-game.
Not sure I did much help here beside waste space...but hope you are able to figure it out.