Here's how the big three are defined in the game guide:
Quote:
Market size describes the size of your team’s market. Bigger markets mean more potentials fans, greater merchandising potential, and bigger media contracts.
Fan loyalty describes how loyal your fans are. Loyal fans mean better and more consistent attendance, even when your team isn’t performing well.
Fan interest describes the level of fan interest in your market. Higher fan interest means better attendance and merchandising revenue.
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Market size changes on its own, over time. As far as increasing the fan factors, just win, baby!