European Champion Clubs' Cup

The three consecutive European Cup trophies won by Bayern Munich, 1974–76. The one on the far right is the real trophy, given to Bayern permanently in 1976. The ones on the left are slightly smaller replicas.

The previous rule introduced before the 1968–69 season, allowed a club to keep the original trophy after five wins or three consecutive wins. At that point, Real Madrid was the only club meeting either qualification and indeed met both. Once a club had been awarded the trophy, the count was reset to zero.[6] For example, a club with no prior titles which won six titles in a row would have been permanently awarded trophies after the third and sixth wins (each for three-in-a-row) but not after their fifth win.

Five clubs have been permanently awarded the real trophy under the old rules from the 1968–69 to 2008–09 seasons:

• Real Madrid, after their sixth title in 1966.
• Ajax, after their third consecutive title in 1973.
• Bayern Munich, after their third consecutive title in 1976.
• Milan, after their fifth title in 1994.
• Liverpool, after their fifth title in 2005.

Prior to 2008-09, a club whose Champions League title win was not a fifth overall or third consecutive had kept the real trophy for ten months after their victory and received a scaled-down replica to keep permanently.

Marco Asensio in 2018. The left sleeve of his shirt prominently displays Real Madrid's multiple-winner badge (13).

The "multiple-winner badge",[2] sometimes called "badge of honour",[6] was introduced for the start of the 2000–01 competition[9] for clubs that kept the trophy permanently. The badge itself adorns the left sleeve of the team's shirt during Champions League matches. The original badge was a blue oval on which was an outline of the current trophy in white, overlaid with part of the Champions League starball logo. Above the trophy was the total number of titles held by the club. At the start of 2012–13 competition, the badge became grey with a new design,[10] which was used until the end of 2020–21 season.

Starting with 2021–22, UEFA abolished the badge's use on the left sleeve, allowing for sleeve sponsors, and incorporated the badge into the regular "Starball Badge" for the clubs who normally wear the multiple-winner badge, with the number of victories placed on top of the middle star. Other teams, in the meantime, wear the same badge but without any numbers. Additionally, title holders with three consecutive or five overall wins have their number of victories etched onto the title-holder logo, with the starball scrapped, while holders that do not have a right to wear the multiple-winner badge sport an empty blue title holder logo.[11][12]

Because the current trophy permanently remains UEFA property, it is no longer given to a team that wins a fifth overall or third consecutive title. Liverpool therefore became the last team to be permanently awarded the trophy. However, the multiple-winner badge is still awarded to such clubs. [6]

Six teams have won five overall or three consecutive titles, and thus can wear the multiple-winner badge:

• Real Madrid (5, 3 consecutive, 14 overall)
• Milan (7 overall)
• Bayern Munich (3 consecutive, 6 overall)
• Liverpool (6 overall)
• Barcelona (5 overall)
• Ajax (3 consecutive, 4 overall)

A separate "title-holder logo" is worn by the reigning Champions League champions in the following season's competition in place of the regular patch worn by the other competing teams.[3] The logo is predominantly dark blue and was introduced in 2004–05, with Porto as the defending champions.[13][14] The distinction between the title-holder logo and the badge of honour can be compared to the distinction between the Scudetto ("shield") worn by the reigning Serie A champions in Italy, and the stella ("star") worn by teams with over ten Serie A titles in total. However, whereas Juventus wear three stars as they have won over thirty titles, there is no provision for multiple UEFA badges of honour, as the count within the badge can be incremented indefinitely. From 2006–07 to 2010–11, the title holders also played with the match ball used in their triumphant final in their home matches, but from 2011–12, the title holders use the same match ball as the 31 other teams.

The title-holder logo worn by Chelsea in the 2012–13 season; the same design was used until 2020–21.

The original design for the title-holder badge featured two of the interconnecting stars of the competition's star ball logo at the top, with the caption "champions" and the season of triumph in the centre of the badge. It was slightly modified in 2008–09 to feature the entirety of the star ball logo, albeit with the other stars faded out, and it was drastically changed for the 2009–10 competition. Without the star ball background, it instead featured a design of the trophy which was used for the branding of the previous season's final.[15]

It was revamped again in 2010–11 to feature part of the star ball on show below the "champions" caption and the year of triumph. A replaced design was first worn by Chelsea in 2012–13; it featured an outline design of the trophy along with the year of triumph,[16] the same design was kept from 2015–16 for the logo, but the material used on the logo was changed. Starting with the 2021–22 competition, reigning champions wear a new logo, which still keeps the same design, but is grey and no longer keeps the championship year in it. In case the title holder also wears a multiple-winner badge, the number of victories is incorporated in the logo which is used in place of the starball.[11][12]

• Real Madrid (6) – 1956, 1957, 1958, 1959, 1960, 1966
• Benfica (2) – 1961, 1962
• Inter Milan (2) – 1964, 1965
• Milan (1) – 1963