Then

January 12, 1969 - Orange Bowl,  Miami, Florida
(To see Super Bowl III in its entirety with commentary from the participants, click HERE.)

Forty One years has passed since the 19-point underdog, New York Jets defeated the Baltimore Colts in the third AFL/NFL Championship Game; the first such a contest to be called Super Bowl. It was the story of the brash, new, and rebellious versus the old, guarded establishment in a time when similar battles outside of sports were commonplace. In the span of an afternoon almost 50 years of pro football history was altered, and by evening everything that had come before would look different.

The Jets represented the upstart American Football League, an alternative pro league that in 1960 challenged the 40-year monopoly of the NFL. The AFL had battled for five years to establish franchises, procure talent, and gain an audience in the shadow of the NFL. It took a bright, shining star to finally burn away the shadows and put the junior league on the map.

In 1965 that star shined on New York Jets owner, Sonny Werblin when he offered the richest contract in the game ($427,000) to potential NFL number one pick, Joe Namath. Although he never saw him throw a pass for the University of Alabama, the showbiz mogul had a hunch that with his piercing good looks and distinct persona, Namath would be just what the AFL's big market city needed. "The star system," Werblin argued "is the only thing that sells tickets."

Jets doctors felt signing Namath would be a risk, with his many knee operations, but Werblin's marketing instincts and record offer paid off. A year after Namath signed with New York, league attendance rose, and television ratings increased, prompting the NFL to call for a meeting that would iron out a deal to quit their war over talent and franchise rights. Both leagues would merge in 1970 and it was decided that for the four remaining years an annual title game between league champions would be played at the end of each season. "On that day," said AFL founder Lamar Hunt, "We established what we wanted, and that was parity."

Unfortunately, for Hunt, Werblin, and the AFL, the deal did not include mutual respect. The prevailing sentiment among the media, fans, and most insultingly, the NFL players, was that the merger was a big favor for the lesser league. The outcome of the first two championship games seemed to put to rest any doubts of this as Vince Lombardi's legendary Green Back Packers made short work of the Kansas City Chiefs (35-10) in the first and the Oakland Raiders (33-14) in the second. Lombardi, the man for whom the Super Bowl trophy would be named, felt the NFL had more than adequately proved its case.

By the time Joe Namath led his Jets through a solid 11-3 season and an AFL title in December of 1968, everyone in the football world thought New York would be fodder for the 15-1 Baltimore Colts. The Colts finished their season by winning 10 straight with a devastating defense that had broken the NFL mark for the fewest points allowed in a season. Unlike the Jets thrilling 27-24 victory over the Raiders, the Colts destroyed the Cleveland Browns 34-0 in the NFL title game. "This is the hungriest team I ever saw," said Baltimore's all-pro tight end, John Mackey. The so-called experts agreed. The Jets, they all said, would have no chance.

Namath seized the moment. Upon arriving in Miami, the man the media dubbed, 'Broadway Joe' ripped the Colts' defense for being "predictable and easy to deceive." He told the eager press that although Colts quarterback, Earl Morrall did a bang up job winning the Most Valuable Player honors in the NFL, he would have had a hard time cracking the top five signal callers in his AFL. Then, on the Thursday before the big game at a dinner honoring him as the AFL's MVP, Namath stood at the podium and boldly announced, "We're going to win Sunday, I guarantee you."

The Colts, many of whom had already spent their winner's share, wanted nothing better than to embarrass New York and their loudmouthed quarterback. Jets head coach Weeb Eubank, having led the Colts to an NFL crown ten years earlier, reminded his team that many of them were once considered "not good enough" for the NFL. "Now you have the opportunity to show them otherwise," he told them.

At 3:00 PM on January 12, 1969, the long-haired wild bunch from the Big Apple and the God-fearing crew cuts from the working class town, stood 53 yards across the great divide of respect. The Jets received the ball first; and on their second play from scrimmage powerful fullback, Matt Snell slammed into Colts safety, Rick Volk. Volk was recognized as one of the toughest tacklers in the pros. "When Rick hits you," said young Colts head coach Don Shula, "you might not get up." This time it was Volk who did not get up.

The story of Super Bowl III had begun.

The Colts spent much of the first quarter self-destructing on offense. Interceptions, missed field goals, and busted plays left the game scoreless; and more importantly, with 14:09 remaining in the half, left the door of opportunity open for Namath to back up his words.

Starting from the 20-yard line, Namath handed to Snell three times for a first down. The Colts front line, anchored by the ferocious Bubba Smith squeezed in tighter allowing the Jets QB to pass for short but solid gains to wide receiver George Sauer. Suddenly, for the first time in the game the Jets were in Baltimore territory. The Colts looked angered and confused, the Jets fluid and efficient. "Standing in that press box and watching Namath unravel the NFL myth," said then veteran broadcaster, Howard Cosell, "was a thing to behold."

A quick 12-yard pass to Snell moved the Jets to the Colts 9-yard line. Baltimore's madman linebacker, Mike Curtis screamed at his defense. Snell ran for five more. Across the field in the stands Lamar Hunt clapped his hands in excitement. Shula clenched his fists in bemused anger. Snell ran for four yards and a touchdown. The Jets were ahead, and never looked back.

For most of the second half Namath played the befuddled Colts defense like a virtuoso, leading to three Jim Turner field goals. Down 16-0 Shula called on the injured but legendary Johnny Unitas to save the day as he had countless times over a then stellar13-year career; and with the a little over three minutes left in the game, the Colts scored their only touchdown. But it was way too little, and far too late.

"I stood in the Orange Bowl with tears of joy streaming down my face," said Chiefs quarterback Len Dawson. "All of us in the league won that game, and underdogs everywhere could feel good that afternoon."

The AFL is gone now, but 41 Super Bowls later the memory still lingers. Sometimes in sports like in life, it takes years to gain respect. Sometimes it only takes an afternoon.

Now

On Sunday at 3pm in Lucas Oil Stadium, Indianapolis, Indiana the NY Jets will once again look to shock the world and upset the Colts. The Jets aren't +19 point (underdogs), they are +7.5; but if you listen to the critics, they might as well be.

The storyline here is too ironic. Not only is this once again a Jets vs. Colts / David vs. Goliath playoff match-up, but the Colts who were just two games from an undefeated season with only a combine 12-17 Jets and Bills to go on their schedule were accused of basically forfeiting their last two games in an effort to make certain their starters remained healthy for the playoffs.

Colts fan that wanted to go undefeated and win it all were so annoyed at Colts GM Bill Polian for ordering that Peyton Manning and many other big name starters be pulled in the games against the Jets that Polian had to walk off his own radio show leaving dead air the day after the game against the Jets and literally couldn't go out in public for fear if his safety.

Manning and the other Colts stars went to the bench about 1/3 of the way through the third quarter leading 15-10 and the Jets smelling blood quickly capitalized taking advantage of many of the second string players coasting to a 29-15 win. Peyton and his surrounding cast of stars will not be pulled in this one.....

Empire State of Mind

That was only four weeks ago and while the majority of the public believes that the Jets received a gift helping them get into the playoffs the Jets players and Jets faithful contend that this is a team to be reckoned with. Jets faithful will argue that despite their 9-7 regular season record, they lead the NFL in yards given up per game, points given up per game and rushing yardage; a recipe for success.

No 9-7 team has ever won the Super Bowl. The Arizona Cardinals came close last year, very close and the Los Angeles Rams were leading the Pittsburgh Steelers 19-17 going into the 4th quarter of Super Bowl XIV. The Jets who were also underdogs in their first two road playoff games knocked off both the Cincinnati Bengals and San Diego Chargers with the formula of defense, rushing the ball and timely passing by rookie Mark Sanchez.

Turnovers including an astounding 20 INT's in (all in the first 14 games) had plagued the rookie most of this year which is part of the reason for the unimpressive regular season record, but as the season has gone on Sanchez has learned from his rookie mistakes. Sanchez has just seven picks, in his last seven games and just one INT his last four games. It's no accident the Jets are 6-1 in those games and just one win from going to the Super Bowl.

Can the Jets beat Peyton Manning and win as underdogs on the road for a third straight week? Only time will tell, but this is NY and people around here have an 'Empire State of Mind.' - Keith A. Baker

Keith is a sports agent in Stamford, Connecticut. His goal is to offer a unique insight to the world of sports. Comments in his columns are for entertainment purposes only and do not reflect the views and opinions of his firm or his client.

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