Every August, one week before Premier League kickoff, the previous season’s FA Cup winner faces off against 
the reigning league champion in the FA Community Shield. Manchester United has won the annual curtain-raiser 19 times, more often than any other team, but Sir Alex Ferguson, who engineered half of those triumphs, doesn’t consider it a legitimate trophy. (Then again, Fergie can afford to dismiss ten victories; he’s the game’s most decorated coach.) The Community Shield is probably the most ambiguous thing football has ever produced, and, in a sport that still hasn’t settled the handball rule, that’s saying something.
Originally, the Community Shield wasn’t the Community Shield at all; it was the Sheriff of London Charity Shield, and instead of pitting two money-grubbing big-time teams against each other in a sponsored-by-McDonald’s spectacle, it served as a 90-minute diplomatic necessity, fought between a team from the Amateur Football Association and one of its professional counterparts. Scottish whiskey distiller Baron Dewar, an early promotional expert who also founded the Theatrical Sports Five Miles Cycling Championship Shield, is credited with conceiving the event. The first-ever Sheriff of London Charity Shield match finished in a tie: at the end of regulation, Sheffield United (the professional representative) and Corinthians (the amateur representative) had each scored a single goal. With United unwilling to play extra time, the two teams elected to “share” the six-foot trophy. It was all a far cry from Mickey D’s.
In For The Hat Trick 