When you set budgets, you also get to choose one unique franchise budget bonus for your franchise. It also unlocks a good coach for min salary that you can hire if you want.

For example:
BIG SPENDER = +$5 m added to payroll. Unlocks a good ML BC.
TRADITION = +$5m added to coaches. Unlocks a good FI.
SMALL MARKET = +$5m added to HS or COL. Unlocks a good Low A PC.
WORLD VIEW = +$5m added to INT. Unlocks a good Low A HC.
DITR = +$5m added to ADV. Unlocks a good Low A BC.
TOMMY JOHN = +$5m added to MED or TRG. Unlocks a good ML PC.

Even if you're at $20m already, you could still use the bonus to get an even bigger edge on the competition.