This volume offers a first-hand glimpse into the history and meteoric growth of the world's largest single-day sporting event: The Super Bowl. It is written by Don Weiss, former Executive Director of the NFL (1965 - 1994) and the man in charge of game-play operations for every Super Bowl game ever played (1967 - present). This book tells the story of how this relatively modest sporting event was consciously transformed over 35 years into the sports / media / entertainment / marketing extravaganza it is today. Throughout the book, the author shares his first-hand accounts of the development of the Super Bowl. Weiss spent 29 years as the NFL's Executive Director, beginning two years before the first Super Bowl; as such, he had unlimited access to meetings with owners, coaches, players and so on.