This is the third of a four-part series on the first four pre-merger Super Bowls and their historic significance in shaping America’s Game-
The Super Bowl was in trouble. After the Green Bay Packers dominated the Kansas City Chiefs 35-10 and the Oakland Raiders 33-14, the perception was that the American Football League champions would be several years away from being able to compete with the National Football League champions. Pro Football Commissioner Pete Rozelle and top NFL executives brainstormed about a new format to make the Super Bowl more competitive and meaningful. As it turned out, a brash young quarterback solved their problem and saved the game as we still know it today.
Broadway Joe
Joe Namath was unlike anything or anyone ever seen in pro football upon arriving as the $400,000 man of the New York Jets. Namath’s rookie contract stunned the pro football world and was a key element in bringing the NFL to the peace table as salaries began to skyrocket. Namath was more than a quarterback, however. As then Jets owner Sonny Werblin said, Namath had star power with a charisma that was overpowering. Werblin encouraged Namath to take advantage of the nightlife in New York City, hoping for increased publicity. Namath and New York became a match made in heaven.
After struggling with inconsistency in his first two seasons, Namath became the first quarterback to throw for over 4,000 yards in 1967. By 1968, Namath and the Jets arrived and they rallied to upset the defending AFL Champion Oakland Raiders 27-23 to win the league championship and a berth in Super Bowl III.
The press loved the brash Namath, who was not afraid to speak his mind on any subject. Namath wore white shoes for games which was unique for those times and his insatiable appetite for New York City night life and beautiful women added to his larger than life appeal.
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Invincible Colts
Namath and the Jets would go up against the powerful Baltimore Colts, champions of the NFL. Baltimore finished 13-1 and destroyed the Cleveland Browns 34-0 in the NFL Championship Game at Cleveland. Baltimore scored 402 points and allowed just 144. Their defense posted four shutouts and held opponents to 10 points or less a total of 11 out of 16 regular and post season games.
Baltimore boasted the NFL’s MVP in quarterback Earl Morrall who filled in for the injured Hall of Famer Johnny Unitas in 1968. The crew-cut Morrall could not have been more opposite to Namath with his black shoes, conservative demeanor, and cliché spewing answers at interviews.
Lopsided Odds
Famed Las Vegas oddsmaker Jimmy the Greek Snyder made the Colts an 18.5-point favorite for the Super Bowl and found plenty of fans willing to lay the chalk. The AFL’s poor showing in the first two Super Bowls coupled with the Colts being touted as the greatest NFL team of all time sent the betting line out of sight. Snyder said there was no way that the Jets could hope to compete and called for a Baltimore blowout win.
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The Guarantee
The Jets arrived early to Miami to begin preparation. As they ran game film of the Colts they were astounded to discover that the so-called invincible Colts were incredibly slow. Baltimore was the champion of an aging league that was in decline. The Jets, conversely, were champions of a league that was increasing in talent and ability. In fact, the Jets were considered to be the third best team in the AFL behind the Raiders and Chiefs. The more the Jets watched game film of the Colts, the more convinced they became that they could win.
Namath was fed up with the perception of Jets and AFL inferiority. He stated that the AFL had several quarterbacks that were better than Morrall, which infuriated Colts head coach Don Shula and the NFL partisans and press. But Broadway Joe didn’t stop there. He then went on to say that the Jets would win. “I guarantee it,” said Namath.
It turned out to be the greatest guarantee in sports history and the gold standard for all such future boasts made by athletes.
Baltimore was enraged. Colts players dreamed of taking loudmouth Namath apart. Namath then poured gasoline on the fire stating that if the Colts needed his comments to fire them up, they were already in trouble. Executives at NBC were thrilled. A record TV audience would tune in to see if Namath could deliver at the Orange Bowl in Miami.
Broadway Joe and the Jets Deliver
At first, Baltimore dominated play but failed to finish off a strong opening drive that ended in a missed field goal. The Colts soon imploded from there. Morrall had a miserable day in which he threw three interceptions and missed wide open receivers. The biggest disaster was a flea flicker in which half back Tom Matte threw the ball back to Morrall, who failed to spot a wide open Jimmy Orr in the end zone. He instead threw to another receiver and was intercepted.
Meanwhile, Namath called for running back Matt Snell time and again. Snell and the Jets battered the Colts overrated defense and weak right side. Snell carried the ball 30 times for 121 yards and a score. Jim Turner hammered home three field goals for the Jets. The New York defense dominated Baltimore. Not even Unitas coming off the bench could rescue the Colts. It was a complete 16-7 team win for the Jets and the AFL.
Rozelle Pleased
It was expected that commissioner Pete Rozelle would be upset about the NFL Colts being humiliated as the first NFL team to lose to the AFL in the Super Bowl. Instead, Rozelle showed why he is arguably the greatest commissioner in sports history by saying that the Jets win was the best thing that could happen to pro football. He was right. The Super Bowl was saved.
A Conversation with God
Shula was shattered after the game. Losing to the Jets and the AFL was a personal humiliation for him. The next morning on a long walk on Miami Beach, Shula, a devout Catholic, confronted God and demanded to know why he had to suffer such a fate. As it turned out, the powers at be had something bigger and better in store for Shula. A few years later, Shula would lead the 1972 Miami Dolphins to a perfect 17-0 Super Bowl championship season and retire as the all-time winningest coach in pro football history.
A Surprise Visit
When the Jets arrived back at their hotel they were greeted not just by adoring fans and Namath groupies. Several members of the Kansas City Chiefs were waiting to congratulate Namath and the Jets. Super Bowl III was not just about the Jets and Namath. It was about the vindication of an entire league.
