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You see it every year. When a team wins their conference, they’re presented with a trophy. The Eastern Conference team is awarded the Prince of Wales Trophy, while the Western Conference team is awarded the Clarence S. Campbell Bowl. The trophies signify you’re the best in your conference, so obviously they mean a lot to the team winning it. However, nothing means more than the most notorious trophy is all of sports, the Stanley Cup.
That’s the premise behind the superstition of not touching the conference champion trophies. You aren’t supposed to touch them because the real prize is the Stanley Cup.