 Furthermore, it was televised live for the first time ever and the FA insisted on the League champions and Cup winners both taking part for the first time since 1970.The 1973–74 Football League champions Leeds United and the 1974 FA Cup winners Liverpool had been two of the best teams in England over the previous decade, and there was intense rivalry between them with, as the Leeds United website says, "some bitter battles down the years, but it is doubtful whether there had ever been an angrier encounter than [the 1974 Charity Shield]".Liverpool had been managed by Bill Shankly since December 1959 and Leeds by Don Revie since March 1961.