Hello,
Sorry I didn't see your message til now. After now 3 seasons, (at the 5th rank) , the ambition of the board is now to be just behind the top (but Europa is still "too ambitious" even though it's been 3 seasons in a row that we are in ...)
I think that the reputation is growing, but the ambition is growing way too slowly compared to reality. I hope this is fixed in FM23 ;-)