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Armagh's football team has faced three consecutive defeats in the Ulster final despite winning their second All-Ireland title in 2024. Their latest loss came in a penalty shootout against Derry in 2023.
In sport, it's said you get what you earn and not what you're owed, with sentiment in short supply.
Armagh's footballers know that only too well as, although they have tasted ultimate glory in 2024 when claiming the county's second-ever All-Ireland title, it has been crushing disappointment on Ulster final day for three-straight years.
It's perhaps not just the defeats that have stung, but the manner of them.
Since Paul McGrane hoisted the Angle Celt Cup for the 14th time in the county's history back in 2008, 15 years had passed until Clones was turned into a sea of orange on Ulster final day.
Kieran McGeeney's men went up against defending champions Derry in 2023 and in a pulsating decider, it took penalties to separate the teams with Oak Leaf goalkeeper Odhran Lynch the hero as his team prevailed.
Twelve months later and it was different opposition in Donegal, but the same outcome as Jim McGuinness' men came through as Armagh were left crestfallen after a shootout for the second year in a row.
Last year, the sides met again in the final and while it wasn't another case of penalty pain for Armagh, they were still undone in excruciating fashion as Niall O'Donnell steered over the winner late in extra-time.
They are back for another shot at provincial glory on Sunday and this time it's Monaghan standing in their way.
Will lady luck shine on Armagh this time? Maybe, but they are aware it's going to take a lot more than that to end the 18-year wait for Ulster honours.
"The supporters maybe feel it a wee bit more passionately and like the players, they've been there on days where they've suffered bad defeats," team coach Conleith Gilligan told BBC Sport NI.
"They've come very close, undone on penalties, extra-time and all the rest, but ultimately we didn't win those games and it's a disappointment for the boys, so you want to put yourself in a position you don't feel that disappointment again.
"When you get to a final, you have to perform and put yourself in with a chance of winning, but if you don't, then you'll come up short again."

Image caption,
Gilligan feels holding the All-Ireland before the provincial finals is "a hindrance"
When Armagh ended a 17-year wait to return to the top in Ulster in 1999, it prompted an outpouring of emotion as the Orchard moved into the All-Ireland series for the first time since 1982.
Armagh has lost the Ulster final three times in a row, including a penalty shootout against Derry in 2023.
Armagh last won the All-Ireland title in 2024, marking their second-ever victory.
Odhran Lynch was the goalkeeper for Derry in the 2023 Ulster final, where they defeated Armagh in penalties.
Armagh waited 15 years between Ulster final victories, with their last win before 2023 occurring in 2008.
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Of course, they are guaranteed to be in the race for Sam Maguire this year and already know they will host Derry at the end of May in the opening round of the new-look competition - the timing of holding the draw before the provincial finals a source of much debate.
Knowing they have a meeting with the Oak Leafs to plan for, does that take the shine off this weekend's provincial final?
"An Ulster Championship is still a huge prize," Gilligan stresses.
"Over the years it's the one everyone wanted, so I don't think it's been diluted that much and the prize itself is worth having.
"When you're not in the provincial final, the [early All-Ireland] draw is brilliant for you as it gives you time to plan but if you're in one, the draw being made two weeks out is probably a hindrance."
It's the same boat for this week's finalists with Monaghan also aware they have an All-Ireland opener against Mayo to consider, but an Ulster title remains a major prize for both teams.
For those Armagh players with All-Ireland medals in 2024, adding an Ulster title would represent another major title ticked off, but Monaghan - despite being written off in some quarters before the championship due to a poor league campaign - will represent a serious test.
"When you have players like [Rory] Beggan, [Jack] McCarron and Dessie Ward, you're never going to be out of a game as they have so many two-point specialists, Gilligan says of their opponents.
"The one thing Monaghan have is serious quality and the players they have really suit the new rules."

Image caption,
Barry McCambridge is one of several key Armagh figures "close" to a full return
Yet Armagh have plenty of quality too and their 28-point semi-final thrashing of Down highlights what they are capable of when "in the zone".
They have managed to navigate the challenges posed by Tyrone, Fermanagh and Down do far despite missing some key figures including Barry McCambridge, Aidan Forker and Rory Grugan whom Gilligan reports as "close" to a full return.
Losing the services of Ben Crealey and Callum O'Neill prior to the Fermanagh game was a blow, but their "team first" philosophy means there are others ready to step into the breach.
"Two or three players came in who maybe thought they were out of the mix," Gilligan added.
"A bit of misfortune for somebody else can be a stroke of luck for you, but you have to be in a position to be ready to take it."