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Think of it as supply and demand - if your league has lots of $$$, then player demands will be high, if it doesn't, they won't.
There are many ways to control income, ticket prices, media revenue, etc.
Big budgets = big spending, so try to find a medium that you are happy with.
Keep in mind, what I mention above is only a part of the BIG picture (financials), I'm sure others will add to what I said.
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