Sponsorship money is one of the sources of income for a Hattrick team.
How much sponsorship money a team will recieve depends on the mood of the team's sponsors and the league level it's in. The mood of the sponsors is influenced by two factors: how well the team fares in competitive matches and, more importantly, the amount of spokespeople working for the team. The mood of sponsors is much less prone to fluctuations than supporter mood.
Sponsors are one of the major sources of income for relatively new teams as other sources of income, such as match ticket sales and training, take more time to bring in significant amounts of money.
Sponsors are happier (pay your club more money) if they have Spokespersons they can talk/listen to. Research in the newbie (English) forum showed that 1 spokesman per 250 fans maximised sponsor income.