Of course you can earn $$$ from your tickets...

I increase my ticket prices $2 or $3 at the start of the season. If I'm still getting a full stadium then I add $1 after each home game until the attendance drops, then I reduce the price $1. Currently match prices are $80 (League), $82 (CL) and $84 (Cup). Maximising income from matchday takings this way, I've got $9.6Bn cash after Season 35...

As you increase your match day prices and maximise your attendance, so income from the Club Shop (Merchandise) increases too...