Remembering the Super Bowl’s Creation: ‘All They Wanted Was a New Sports Car and 10 Grand’

During the intense early days of pro football, the clash between the NFL and the AFL was fierce. Both leagues competed aggressively for top college talent, using lavish incentives and hefty bribes to lure players. Al Davis once remarked, “You had the edge if you realized that all they wanted was a new sports car and 10 grand.”

The conflict was meticulously managed by Davis and NFL Commissioner Pete Rozelle. Their contrasting personalities only heightened the drama. Davis was a football man from the AFL with a deep-seated intensity and suspicion. Rozelle, was a smooth-talking tennis enthusiast and PR genius. Their personal rivalry mirrored the financial strain felt by team owners on both sides.

Initially, meetings between key figures like Tex Schramm, Rozelle’s trusted ally, and Lamar Hunt, the AFL President, were held discreetly in parking lots rather than hotels to avoid eavesdropping.

This secretive negotiation eventually led to the merger of the NFL and AFL, culminating in the creation of Super Bowl Sunday—a new national event. The high-stakes nature of the negotiations saw both sides preparing carefully for the press conference. Jim Kensil, Rozelle’s assistant, recounted how they secretly housed Hunt to maintain confidentiality.

On June 7, 1966, the final confirmation came from Hunt to Schramm and Rozelle, who then prepared to tackle the next challenge: the battle between networks for Super Bowl exclusivity. Rozelle skillfully managed the situation by allowing both NBC and CBS to broadcast, maximizing revenue through competitive advertising.

The first Super Bowl between the Packers and Chiefs was closely contested until halftime, when the Packers dominated in the second half. Yet, it was the story of Max McGee, a Packers receiver who defied curfew and ended up scoring the first touchdown in Super Bowl history, that became legendary. Despite a hangover, McGee’s performance included six catches for 138 yards and another touchdown, making him an MVP-worthy player.