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Not being in the least sarcastic, dave, but in the U.S. we usually call the team that loses in the finals 'the loser'. That's just how we think down here, and it's why members of the team that loses in the championship round receive 'the loser's share' of the purse.
The worst (meaning most appropriate) example of that would be the Buffalo Bills, who set a record by appearing in four consecutive Super Bowls. That actually should qualify them as maybe the fourth or fifth greatest dynasty in NFL history, but most people not from New York State think of them as a loser team because no other team has ever lost four consecutive Super Bowls.
The only sports I can think of that use the term 'finalist' are a very few individual sports like tennis, or in the special case of 'Olympic finalist'.
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