How the Super Bowl Became Supersized

Question

Themes: Competition

On January 15, 1967, the Green Bay Packers and Kansas City Chiefs kicked off a new era in professional football. Dubbed the AFL-NFL World Championship Game, it had a top ticket price of just $12, and still the stadium didn't sell out. Meanwhile, the halftime show featured a couple marching bands and two guys flying around with jet packs.

Fans of football history remember that seemingly quaint event as the inaugural Super Bowl, which the Packers won 35–10. In the years since, this annual grand finale of the American football season has not just grown, it has transmogrified into an entertainment and commercial extravaganza and de facto national holiday that transcends the world of sports.

Becoming the Big Game

The seeds of the Super Bowl were planted in 1959 when National Football League (NFL) owners spurned a group of tycoons who wanted to add their own teams to the league. Rebuffed, these entrepreneurs launched their own eight-team American Football League (AFL) that included the Dallas Texans (that later became the Kansas City Chiefs), Boston Patriots, Buffalo Bills, and others.

Pro football was becoming increasingly popular, and for several years, the AFL vied with the NFL for money, fans, and the best players. Finally, in 1966, the two leagues negotiated a merger to take place in 1970, which would combine the two leagues into one larger organization with two conferences. Until then, they agreed to hold a title game each year that pitted the top team from each league against the other—what became the Super Bowl.

The older NFL boasted of being the vastly superior league, and the Packers dominated the first two AFL-NFL championships. That's why the third championship game in 1969—the first one officially called the Super Bowl—is remembered as a game changer. Led by a brash quarterback named Joe Namath, the AFL underdog New York Jets beat the heavily favored Baltimore Colts 16–7—a dramatic upset that showed that the AFL was the equal of the NFL.

Funded by soaring television revenue, the NFL made football the most popular sport in the United States. The Super Bowl was its crowning event, and year after year it has remained among the top-watched programs, with more than 100 million U.S. viewers tuning in. It's also now broadcast in 25 languages across more than 190 countries.

From Sport to Spectacle

Professional sports are big business, and for years, the Super Bowl aimed its appeal chiefly at football and sports fans. Like most businesses, though, the NFL has always been eager to expand its customer base.

To that end, the Super Bowl halftime show went through a dramatic transformation starting in the 1990s. Since then, marching bands have been superseded by megastars of pop, rock, country, and hip hop. These half-hour mini concerts roll onto the football field on giant stages, backed by dozens of dancers and pyrotechnics. These shows featuring musical luminaries like the Rolling Stones, Beyoncé, Lady Gaga, and Rihanna target a very different demographic from football, with its dedicated fan base.

Another unexpected Super Bowl attraction has emerged to entertain home viewers—the commercials. Few other TV events have so many eyes glued to their screens, and in recent years, advertisers have been willing to pay around $7 million for a 30-second advertisement during the game. Companies roll out eye-grabbing ads they hope will get consumers talking or laughing. A significant number of Super Bowl viewers report tuning in in large part for the commercials.

Taken together, these modes of entertainment translate into big bucks for the big game, with the Super Bowl generating about $14 billion in consumer spending each year. Only a small fraction of that comes from ticket sales, though the average ticket now costs $10,000 and many far exceed that.

The Super Bowl has come a long way from being a season highlight for devoted football fans. Yes, it still promises athletic heroics and a climax to the football season, but in its present-day iteration, the Super Bowl brings together millions of people of diverse ages, backgrounds, and interests to share in a singular, supersized cultural moment.

Think about and discuss these questions:
What kinds of entertainment did the Super Bowl offer at different times in its history?
Would you prefer to watch an old-fashioned halftime show or a modern one, and why?
Summarize how the Super Bowl has changed over time. Use clues like dates and sequence signal words to explain the differences between the past and present. Then, give your opinion on whether or not you like how the big game has changed. Explain your thinking.

If you want ideas about clue words to show time order or sequence, look at this chart.

Answer 1

Summary of Super Bowl Changes Over Time

The Super Bowl has undergone significant transformation since its inception in 1967. Initially known as the AFL-NFL World Championship Game, it featured a modest top ticket price of $12 and largely consisted of simple entertainment such as marching bands and jet pack performances during halftime. The inaugural game was played between the Green Bay Packers and the Kansas City Chiefs, ultimately concluding with a 35–10 victory for the Packers.

The first major change occurred in 1969 when the game was officially branded as the "Super Bowl." This was a pivotal moment, especially marked by Joe Namath leading the New York Jets to a surprising victory over the heavily favored Baltimore Colts. This upset showcased that the American Football League (AFL) was indeed competitive with the older National Football League (NFL), demonstrating a shift in the perception of both leagues.

In the 1990s, the halftime show underwent its most dramatic transformation. The original entertainment, often featuring marching bands, was replaced by high-profile performances from popular music icons like the Rolling Stones, Beyoncé, and Lady Gaga. These modern halftime shows have evolved into extravagant spectacles, complete with elaborate staging, choreography, and special effects, appealing to a much wider audience beyond just football fans.

Complementing these changes, the nature of advertising during the Super Bowl has also evolved. Advertisers now invest approximately $7 million for a mere 30 seconds of airtime, understanding the vast audience the game attracts. The commercials have become an entertainment staple in their own right, with many viewers tuning in specifically for these ads, which aim to capture attention and provoke discussions.

Overall, the Super Bowl has shifted from a straightforward championship game aimed at devoted football fans to a major cultural event that combines sports, music, and advertising to engage a diverse audience. In contemporary times, the Super Bowl generates around $14 billion in consumer spending annually, with a significant portion derived from extravagant ticket prices, sometimes exceeding averages of $10,000.

Personal Opinion on Changes

I personally prefer the modern halftime shows over the old-fashioned ones. While the simplicity of the marching bands may evoke nostalgia, the contemporary performances offer a more dynamic and engaging experience. The high-energy entertainment, elaborate visuals, and renowned musical artists create an exciting atmosphere that captivates a broader audience. Additionally, the inclusion of remarkable commercials adds another layer of entertainment to the event, making it feel more like a national celebration than just a sports game.

Overall, I embrace the evolution of the Super Bowl into a multifaceted event. The integration of various entertainment forms not only enhances the viewing experience but also allows for a greater sense of community among fans of different backgrounds, making it a true cultural phenomenon.