I'm working on the sponsorship aspect of the game at the moment and thought I'd give you a brief idea of how it will work.
Gone will be the total randomness with every team having equal chance of good and bad deals and in will come a more structured set of offers.
When not sponsored, each team can have up to 3 new offers a week. You will get 4 weeks to accept or reject these offers so you can wait to see if a better offer comes in, although the longer you wait, the longer you have without any sponsorship money coming in.
There will also be 4 different types of company - International, national, regional and local each offering different amounts. International companies will offer the most for example. International companies will only want to sponsor teams that are in the major cup competitions (Euro and UEFA) also so the offers you get will depend on how your team is performing.
Finally there will be 2 kinds of offers - one will be a weekly payment for the duration of the sponsorship and one will be a lump sum up front.
Basically, you should get more offers and more options. The trick is to accept the right offers at the right time. If you are fighting for promotion do you wait until promoted to maybe get a better deal or take what you can get? Likewise, do you take an international offer just before you get knocked out of Europe?
I'm sure you'll agree that this new system will be much better and yet it will still be simple to accept offers - you'll also get a mail when new offers are there so you don't have to check the sponsorship screen all the time.