You surely don't expect to get something for nothing? You should be getting tokens from the TV Sponsorship, and money from your stadium and other facilities, and the shirt sponsorship. Set your ticket price to maximise attendance at your stadium, and you'll get maximum from your merchandising. Find friends in the game and you'll be able to give and receive (free) cases and skill points.

TBH, if you can't get a grip on the financial side of the game you won't get anywhere.