To challenge another club costs money.  How much money depends on the level of the club - For instance, a Club with a level of 191 points pays $9,550 for each fight they instigate.  The cost increases by $50 with each level increase.

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Eggs and tomatoes cost gems - eggs cost 3 emeralds each and tomatoes cost 3 diamonds each

Eggs will decrease one Popularity Skill of one opponent to zero

Tomatoes will decrease all Popularity Skills of one opponent by 30%

The game decides on the opponent.  The Club has no control over where they go.

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Each trophy held decreases all Skills of all Club Members participating by 10% during the fight.  So, a Club which holds four trophies will lose 40% of all their members' Skills.  If the club holds two trophies, their Skills are decreased by 20%, one trophy, their skills will be decreased by 10% etc.  This only applies to the Fight.  It does not apply if you are competing in the Arena at the time of the fight.

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Losing and gaining trophies is completely random and the game decides whether a Club will win or lose a trophy; however, no Club can win a trophy they already have.  A Club can hold a maximum of five trophies, but in order to hold five trophies, they must have all the Club Skills at 50.  Until that time, they can hold a maximum of four trophies.  Trophies can also be won by completing Fashion Shows. Again, that is random (and rare) and the game decides.

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Apart from winning or losing trophies, a Club will win or lose Fame depending on whether they win or lose the fight.  The amount of Fame won or lost depends on the how far above or below the Fame of each Club that is challenged.  It is also dependent on the Fame of the club challenged at the time it is challenged.  For instance, if Club with a much higher Fame is challenged, the challenging club will win or lose a higher amount of Fame.  If a Club with much lower Fame is challenged, the challenging club will win or lose a smaller amount of Fame.  The two Clubs in the fight will win or lose different amounts of Fame.  If a Club with much higher Fame is challenged, and the challenger wins, they might gain 1,900 in Fame points, but the Club challenged might only lose 700 Fame points.  

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In my opinion, there is little to gain by being number one in the Ranking!  Each Club gets the same whether they are number one or number 500 and that is nothing - no money, no emeralds, no diamonds  ... nothing but Fame!  The advantage of being in the first page of the Rankings is that you are more likely to get the stronger players, which will help you win the best trophies for  your members.  Apart from the trophies, there is little point to fighting for the sake of ranking.  Many newer clubs, usually run by the younger members of our society, will have weekly fights for no reason whatsoever.  My advice is to not waste your money until you are strong enough to gain the best trophies.  Your club needs the money to increase it's Skill levels, not its Ranking.

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Challenges are carried out to win or lose trophies, move up in the Rankings or move down.  That is all! There are clubs who schedule challenges every week.  For what purpose escapes me, but ladies will still leave Clubs because they never instigated any Club Fights.  When I ask what they hope to gain by winning Club Fights, they never seem to have an answer.