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A pivotal moment in the tournament's early history was the debut of Estudiantes, a modest Argentine club known as the Pincharratas. They adopted an unusual playing style, focused on physical preparation and the search for victories at all costs. Under the leadership of coach Osvaldo Zubeldía and with players such as Carlos Bilardo, Oscar Malbernat and Juan Ramón Verón, Estudiantes became the first team to win three consecutive titles in the competition, defeating Palmeiras in 1968 and later successfully defending the title in 1969 and 1970.
