Where does "Super Bowl" come from? The late Lamar Hunt, one of the most interesting of all pro sports owners. Here's the story from his New York Times obit about three years ago:
In 1966, the N.F.L. and the A.F.L. agreed to merge. In the negotiations, Hunt had a leading role representing his league and Tex Schramm, the Cowboys’ general manager, did the same for the N.F.L. Although the leagues would not formally merge until 1970, they planned a championship game, to be held after the 1966 season. Hunt’s Chiefs lost to the Green Bay Packers in that January 1967 game that became known as the first Super Bowl.
Hunt recalled that in the discussion of playoff games, “the words flowed something like this: ‘No, not those games — the one I mean is the final game. You know, the Super Bowl.’”
He added: “My own feeling is that it probably registered in my head because my daughter, Sharron, and my son Lamar Jr. had a children’s toy called a Super Ball, and I probably interchanged the phonetics of ‘bowl’ and ‘ball.’”
But the first two games had a less compelling title: the A.F.L.-N.F.L. World Championship Game. After two years, Hunt’s Super Bowl interjection became the name of the game. Then, in a note to N.F.L. Commissioner Pete Rozelle, Hunt had the whimsical thought that Roman numerals gave the game “more dignity.” After the third Super Bowl, Roman numerals were grandfathered in.
Just savor the idea of "dignity" alongside the wardrobe malfunction, Up With People and Ray Lewis' poor taste in friends.
Even in 1966, "bowl game" had been around forever (taken from the Rose Bowl, event, played at the Rose Bowl, stadium). There's an even older and more figurative usage of "bowl" as general "drinking" and "conviviality" (OED) that's just as fitting for the only bowl game in football whose site changes all the time.