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In my experience the best way to do this is by getting more fannies in the seats/increasing revenue. I have always had stingy owners and yet have always been able to run with a surplus before long, mostly by being very fiscally responsible while gradually building a winning team and getting ever-increasing attendance and revenue.
Now, having said that, I've also been fairly lucky with having decent sized markets, at least pretty good fan loyalty, and somewhat patient owners.
There are some situations, like in real-life, that are much more difficult than others.
Winning is important. Bringing in fan favorites really helps. Sometimes you might need to keep ticket prices lower for awhile so that you sell more tickets even if it means not maximizing profit. But with more success and increased fan interest you can gradually raise ticket prices to increase your revenue per fan in the seats.
(Having said all of that- you can also go into commissioner mode (assuming you aren't using Challenge Mode to play the game) and modify things a bit, upping fan interest, market size, etc. Most will say this is cheating and it probably is, but sometimes a little cheating is perfectly understandable when first learning the game and anyway it's your game so it's only cheating if you think it is.)
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