If they didn't win it within my period of consciousness, it doesn't matter at all.
The above sentence sums up the attitude of the modern football fan in an era when enormous cash injections have turned formerly low-key clubs into serial title winners. Indeed, nouveau-riche clubs have dominated the English and European landscape in the last decade, amassing millions of supporters as well as trophies.
However, in doing so, the sudden success that has propelled the likes of Manchester City, Chelsea and Paris Saint-Germain to the top of the pyramid, has also created a misconception aimed largely towards serial winners of the past.