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Sponsors

What are the significances of sponsors and what do each of the categories represent? Specifically is it detrimental to have a category with a negative value?
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Hello thee, sponsors give you money each time the day passes.

*Name - sponsor name.
*Money - how much money they will give you.
*Duration - the days the sponsor will be active on your team.
*Team Elo - The Elo your team should have to apply this sponsor.
*Star Elo - the elo your best player should have to apply this sponsor.
*Reputation - the reputation your team must have to apply to this sponsor.

A negative value is only bad at the money attribute :P