Fans
From Hattrick
The mood of your fans improves as your team wins matches and scores lots of goals. However a closer you are to the soft cap, the harder it becomes to get new fans.
Remember that when you lose a cup game you will take a fair hit fan wise, so don't be upset when it happens as it is expected.
Every new team starts with 100 fans, but this (at least initially!) increases quickly.
When a club promotes to a higher division, excited fans flock to the fan club, resulting in a 10% increase in size. Similarly, when a club demotes to a lower division, disgruntled fans cancel their subscriptions, resulting in a 10% decrease in fan club size.