The original trophy was donated by a French sport newspaper company named L'Équipe. In 1967 the Real Madrid team was lucky enough to win and received the trophy as their permanent possession. It was based on the ruling that who ever team wins for 3 consecutive times can keep the trophy forever.
Since it started, the battle for the prestigious trophy has always been attracting many television networks to cover the huge event. All matches are broadcast in the European countries and in many other countries. The popularity of the game attracts over 200 million viewers around the world.

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