Fans and sponsors
Both sponsors and fans control important sources of income. Therefore it is strongly advised to have a good relation with them and keep their mood up - it will pay off in the end.
The members of your fan club decide a lot when it comes to your team's finances. Membership fees (30 US$ / member) are paid once per season, but more importantly their mood decides a lot when it comes to your income from stadium ticket sales.
The easiest way to keep their mood up, and attract more fans, is to match (or even exceed) their expectations. Fans current mood can be seen on the fans page.
At the start of every season, fans will tell you what they expect of the team. Their expectations depend mostly on what happened last season, what fans expected then and what the outcome was.
As your team advances (or drops) in the league system, your fans will slowly get used to the new situation. If you just got promoted, fans will not expect much from you. But if you are staying put in the same division year after year, fans will have a tendency to hope for just a little more.
The season expectations in turn influence the expectations for each game. On the Fans page you can see what the fans expect from each game. Generally, fans expect more from you when you play at home.
If the match result is what they expected, they will like you in case of a win (and not become so very disappointed if expectations of a loss tallies with a defeat). If the result is better than their expectations, their mood will be even better. But if the result is worse than their expectations, it will affect their mood negatively. For the first league rounds of the season, your fans' reaction to the results will be a bit more moderate.
At the start of the season, match expectations are based on the seasonal expectations of both teams' fans. As the season progresses, the actual league position and amount of points of both teams becomes more important. In cup matches, fans base their match expectations only on the seasonal expectations (including division level) of both teams.
Team attitude and your cash reserve influence fans
Telling your players to "Play it cool" or play the "Match of the Season" also influences the fan reaction to the match result. If the result is as expected (or better), playing it cool will reduce the positive effect and match of the season will increase the positive effect.
If the result is worse than expected, playing it cool will increase the negative effect and match of the season will reduce the negative effect.
If you have a lot of money in your cash reserve, your fans are a bit harder to please as they feel you have money to invest to reach success. Rich teams' fans react stronger to losses and weaker to wins than fans of poorer clubs. The more money your team holds, the higher significance these feelings have.
Sponsors prefer supporting a club sporting a good "image" to which they can be connected. The more successful your team is and the bigger your team's fan club is, the better image (and the more sponsor money) you'll get. Spokespersons also help to improve the club's image. Your sponsors' mood can be seen on the finances page.