If you are the best, then people will love you, at least that is the case with soccer. The better the team is the more popular they get with the fans, which means a lot of people will be their shirts, talking about them, and going to their games. This is free advertising; everyone who likes the team will give good feedback to others and possibly get them to like them too. This way the team will get even more popularity and which means more people will buy their merchandise and increase the amount of revenue going to the club.
http://www.time.com/time/world/article/0,8599,1828967-2,00.html
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