Fame is a soft currency in Mr Football to simulate the goodwill from the public that a football club accumulates over time from famous deeds, on-field exploits and community work.
It is primarily earned from deleting and merging player cards, completing journeys on particular days and fulfilling the requirements of Drills. It can not be purchased using rubies, an important rule setting it apart from other in-game assets. It does accumulate as rewards in some events.
Fame can be used to pay for the Lucky Dip Pack and some rare equipment, as well as individual cards which are only available exclusively in exchange for fame. This indicates its value as a currency earned by playing the game, not buying your way into wealth with real money, as an effort to prevent the game suffering the pay-to-win problem.