10 Most Soul-Destroying WWE Losses Of All Time

9. Ivan Koloff vs. Bruno Sammartino (January, 1971)

To this day, Bruno Sammartino is the longest reigning World Champion in WWE history. Spanning over 2,800 days, the Italian's initial run with the belt will never be matched, especially not in the fast-paced modern world of pro wrestling. Beloved by fans young and old, Bruno was a hero of the people, and if there was one thing people of the late-60's and early-70's could rely on, it was watching Sammartino vanquish another foe and retain his coveted title. Enter Ivan Koloff, a man who would do the unthinkable in 1971, defeating Sammartino inside the hallowed halls of Madison Square Garden, shocking everyone in attendance by doing so. So big a moment was this that the title wasn't even presented to Koloff, because promoters feared fans would storm the ring. Instead, Sammartino remained inside the squared circle, so that people would pay more attention to him, not noticing Koloff sneaking out the back door with the title. Emotions were high, and fans simply couldn't believe what they'd witnessed. Pro wrestling was a different industry back then, and fans were legitimately upset that the heel had taken the belt from their champion.