There is perhaps no greater prize in all of professional wrestling than being a World Champion in the WWE.
The most dominant promotion of all time, being a WWE World Champion is a symbol of the company's trust, an accolade only a handful of men have received.
And while 50 Superstars have held the WWE World Title, not all reigns were equal, and there's plenty of stars the title will never return to.
But spare a thought for those Superstars, who, despite support from the fans, will not receive even one reign on top of the WWE food chain for a multitude of reasons.
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Here are three WWE Superstars who will probably never hold a World title in WWE, as well as two former champions who the WWE will never give another reign to.
#3 Will never be: Cesaro
With his incredible physique, pure strength and dominant offence, Cesaro has the makings of a great World Champion.
But despite fan protests for years, the WWE have yet to give him a title reign, with the Swiss Superman only having one singles title reign in the company: a United States title reign that ended in mid-2013.
That's not to say that Cesaro hasn't been successful, as he is a 6-time Tag Team Champion, with 5 reigns with current The Bar partner, Sheamus.
But with Vince McMahon publicly stating that he feels Cesaro doesn't quite have 'it', and the Swiss powerhouse's skills on the mic often called into question, it seems the company has no intention of making Cesaro a world champion, despite what the fans may have to say.
#2 Never again: Dolph Ziggler
A two-time former World Heavyweight Champion, Dolph Ziggler's time with the title was mixed to say the least.
His first reign came in 2011, and lasted a matter of minutes, being awarded the title on SmackDown and losing it later to Edge.
After toiling in the mid-card, his second reign came two years later, cashing in Money in the Bank on the RAW after WrestleMania 29 to a warm reception by the crowd.
Despite an incredible moment, the Show-Off would quickly get injured, was unable to defend the title at the next pay per view, and quickly lost it the month after.
A part of the mid-card in the near nine years since, it's clear that the company have moved on from the Zig Zag man, who will never again be World Champion.
#2 Will never be: Rusev
As much as it pains me to say this (being the biggest Rusev fan around), it seems that the company will never put the richest prize in the business on the Bulgarian Brute.
That's not to say they haven't teased it in the past, with Rusev coming up short against AJ Styles last year, though it seemed to be a placeholder feud between Shinsuke Nakamura and Samoa Joe.
Despite being massively popular with the fans with his 'Rusev Day' chant, it seems the Bulgarian has firmly hit his glass ceiling in the WWE, being a three-time United States Champion, a mid-card role that he has been a fixture of for practically his entire time on the main roster.
With he and wife Lana publicly expressing frustrations with the company, don't expect a WWE Championship reign anytime soon.
#1 Never again: Jinder Mahal
Jinder Mahal's reign may have ended relatively recently, but fans were certainly shocked when he won the title in 2017.
Upsetting Randy Orton at Backlash, the former jobber's win was a huge surprise, and he held the WWE Championship for 170 days before losing the gold to AJ Styles in November.
Unfortunately for the Modern-Day Maharajah, his surprise reign failed to set the crowd on fire, with Styles' reign receiving much more favorable reviews.
After losing the title, Mahal tried to remain in a place of prominence, even capturing the United States Championship at WrestleMania 34, once again dethroning the Viper.
Losing the title just days later though, Mahal has once again faded back into obscurity on RAW, and probably won't be upsetting the Beast Brock Lesnar anytime soon.
#1 Never will be: The New Day
One of the most beloved groups in recent history, it's hard to imagine there was a time when Kofi Kingston, Xavier Woods, and Big E were despised by the fans.
But since the group's inception in 2014, the trio has become beloved by the fans, though many hope for at least one to hold the WWE Championship at some point.
Many have especially high hopes for Kofi Kingston, who has remained loyal to WWE for over eleven years, whilst some also hope for Big E, the powerhouse of the group to claim the company's top prize.
Despite the idea of the Freebird rule possibly leading to some entertaining storylines, it seems the company are hesitant to pull this trigger, instead keeping the group as an exciting part of SmackDown's tag division.