Every team has fans, and the amount of fans your team has is shown in the fanbase panel. The more successful your team is, the more registered fans you'll have. When a new fans registers, they will need to pay the subscription price. Membership is for life, so you will only receive this amount of money on a one-off basis. Setting the subscription price very low will help to sign up more fans; while setting it very high will lead to less people signing up, unless you're successful of course.
The image panel allows you to make changes to how the outside world views your team. The image can range from Very strict to Very relaxed. When a new image is chosen, then the image will only change gradually. The stricter the image is set, the more disciplined your team will be over time. The more relaxed the less disciplined they will be, but the better their morale will be.