that the intentional removal of a mask is grounds for disqualification. If a wrestler is unmasked during the match, his top priority is to cover up his face and they usually get help from people at ringside to do so. Most masked wrestlers wear their masks for any and all public appearances, using the mask to keep their personal life separate from their professional life; because of the mask, most Mexican wrestlers enjoy a higher degree of anonymity about their personal lives. Some wrestlers become larger-than-life characters, such as El Santo, one of the most popular cultural icons who always wore his mask in public, revealing his face only briefly in old age, and was even buried in his trademark silver mask. Luchas de Apuestas In lucha libre, the highest achievement is not winning a championship but winning the mask of an opponent in a luchas de apuestas, a "bet fight" where each wrestler bets their mask. The luchas de apuestas is usually seen as the culmination of a long and heated storyline between two or more wrestlers, with the winner getting the "ultimate victory". It is customary for the loser of such a match to reveal his real name, where he's from and how long he has been a wrestler before taking the mask off to show his face. Unmasked wrestlers will wager their hair instead, risking having his or her head shaved bald in case of defeat. There can be several reasons to book a luchas de apuestas beyond the obvious purpose of elevating the winner. If the loser is a younger wrestler, then the loss of the mask can sometimes lead to a promotional push after unmasking, or the wrestler being given a new ring persona. Older wrestlers often lose their masks during the last couple of years of their career, often for a big payday depending on how long and successful a career they've had; the more successful the wrestler that's unmasked, the bigger the honor for the winner. The first luchas de apuestas match was presented on July 14, 1940 at Arena México. The defending champion Murciélago was so much lighter than his challenger Octavio that he requested a further condition before he would sign the contract: Octavio would have to put his hair on the line. Octavio won the match and Murciélago unmasked, giving birth to a tradition in lucha libre. High-profile luchas de