Initially, the game was not called the Super Bowl. The first AFL-NFL World Championship Game in January 1967—now retroactively designated Super Bowl I—was marketed with that formal title, while the popular nickname Super Bowl emerged later, credited primarily to Lamar Hunt's children's familiarity with the toy called a "Super Ball." The eventual official adoption of Super Bowl reflected the event's growing cultural footprint. This evergreen explainer clarifies the naming history and why the original, formal designation differed from the enduring, celebratory shorthand known worldwide.
The actual name of the first championship game
When the Green Bay Packers and Kansas City Chiefs met on January 15, 1967, the contest was officially listed as the AFL-NFL World Championship Game. There was no Super Bowl logo, no ring title referencing it, and no widespread on-air usage of that phrase during early coverage. The leagues and networks treated it as the professional football championship of the 1966 season, emphasizing the merger and competitive stakes rather than a brand. The simple, functional label reflected the straightforward purpose: determine the best team between the two leagues.
Why it wasn't called the Super Bowl at kickoff
Organizers avoided the flashy nickname in formal contexts because it sounded more like a toy than a title for a serious championship. Team executives and broadcasters worried the term lacked gravitas for an event that carried financial and competitive weight. Internal documents from the era refer to the matchup as "the AFL-NFL championship" or simply "the championship game." Public-facing materials and radio scripts often mirrored this caution, reserving the vivid Super Bowl wording for informal conversation and promotional chatter rather than official announcements.
Who actually coined the term Super Bowl
The most credible origin traces to Lamar Hunt, owner of the Kansas City Chiefs, who borrowed the name from his children's favorite toy, the Super Ball. Hunt's daughter, Sharon, has recounted how her father adopted the catchy moniker during league meetings, seeing it as a simple, memorable way to brand the matchup. By the third game, the press had begun using Super Bowl, and over time it eclipsed the bureaucratic AFL-NFL World Championship Game in recognition and marketing power.
The evolution from informal nickname to official branding
For several years, usage was mixed, with some writers and commentators sticking to AFL-NFL World Championship Game while others embraced the playful Super Bowl. Newspapers in the late 1960s and early 1970s often alternated terms, leaving readers to infer context from the teams and season. The turning point arrived as the merger stabilized and the game's spectacle grew, thanks to iconic halftime shows, competitive parity, and rising television ratings. The league gradually accepted Super Bowl as the de facto name, eventually standardizing it across merchandise, broadcasts, and official documents.
Key milestones in the naming timeline
| Date/Period | Event | Why it matters |
|---|---|---|
| January 15, 1967 | AFL-NFL World Championship Game (first title match) | The formal name used in game materials and early coverage; no Super Bowl branding yet. |
| 1967–1969 | Informal use of Super Bowl in media and by fans | Press adoption of Hunt's nickname grows; public recognition increases. |
| 1970 | Official adoption of Super Bowl for third edition | NFL and AFL align on Super Bowl as the standard name in league and marketing materials. |
| 1971 onward | Consistent use of Super Bowl in all official channels | The term becomes permanently tied to the championship, with retroactive application to earlier games. |
Retroactive naming and common numbering confusion
Because the term Super Bowl was adopted midstream, historians sometimes number the first two games differently in discussions. The league officially retroactively labeled the 1967 matchup as Super Bowl I and the 1968 title game as Super Bowl II, even though they were not called that at the time. This practice helps create a consistent sequence but can confuse casual fans who assume the name was used from the start. Understanding this distinction clarifies why the original formal name was not Super Bowl, even though the event is now universally referenced as such.
Why the original name mattered then and now
Calling it the AFL-NFL World Championship Game captured the historical importance of two leagues merging into one sport, while Super Bowl captured imagination and commercial appeal. The shift mirrors how major events evolve from functional descriptors to cultural brands. Today, the original phrasing is mainly of interest to historians and trivia enthusiasts, but it underscores how language shapes perception. The success of the rebrand helped ensure the game’s lasting prominence and global recognition.
Quick comparison: original title versus popular nickname
- AFL-NFL World Championship Game — Formal, league-endorsed title emphasizing merger and championship stakes.
- Super Bowl — Popular nickname from Lamar Hunt's children, driven by branding and fan culture.
- Adoption timeline — Informal use began in 1967; official league adoption solidified around 1970.
- Impact on identity — The switch helped the event stand out in pop culture and grow beyond a mere championship game.
Key takeaways
The game now known as the Super Bowl was originally called the AFL-NFL World Championship Game when the Packers beat the Chiefs in 1967. The Super Bowl nickname entered the conversation shortly thereafter, thanks largely to Lamar Hunt and widespread media adoption. By the early 1970s, the catchy name had overtaken the formal title in public use, and it has remained the common identifier ever since. For anyone asking what the Super Bowl was originally called, the answer is clear: not Super Bowl at first, but the AFL-NFL World Championship Game.