There’s a bit of a false claim that circles professional sport – that nobody ever remembers the losers from a final.
That’s not true, nor is losing a final the cruelest fate in any sport.
The AFC and NFC title games are this weekend, and I can assure you there’s nothing worse than losing out here and never even getting the chance to hoist the Vince Lombardi trophy.
Yes, watching your opposition win it all at your expense is a tough pill to swallow but to not take part in the biggest sporting showcase in the world is tougher to come to terms with than wondering what went wrong on the day.
Two teams are going to feel that pain this week – but who?