For the Super Bowl, the championship round was played at a neutral site, the designated home team was based on an annual rotation by conference.

The defending Super Bowl champion Kansas City Chiefs finished the season 7–5–2, runner-up in the AFC West.

However, their comeback season came to a crushing halt in Baltimore, where the Colts' defense limited the Bengals to eight first downs and 139 total yards of offense.

Meanwhile, Baltimore quarterback Johnny Unitas threw two touchdown passes: a 45-yard completion to Roy Jefferson in the first quarter and a 53-yard reception to Eddie Hinton in the fourth period.

A 14-yard completion from Craig Morton to fullback Walt Garrison and a pair of six-yard runs by Duane Thomas then got the team close enough for Mike Clark's 26-yard field goal to give the Cowboys a 3–0 lead.

In the second quarter, Dolphins defensive end Bill Stanfill recovered a fumble from Charlie Smith on the Raiders 19 that set up Bob Griese's 16-yard touchdown pass to Paul Warfield.

Oakland took the second half kickoff and drove all the way to the Dolphins' two-yard line, but Smith lost another fumble, this one recovered by defensive back Jake Scott, and the Raiders were unable to break the tie.

He attempted to throw to Warfield, only to see his pass intercepted by Willie Brown and returned 50 yards for a touchdown, giving the Raiders a 14–7 lead.

Early in the fourth quarter, Miami drove into scoring range, but came up empty when Yepremian missed another field goal attempt from 24 yards.

Miami responded by picking up five first downs on a 69-yard drive that ended with Griese's seven-yard touchdown pass to Willie Richardson.

Baltimore dominated the first quarter, holding the Raiders to six plays and one completion, while Unitas led them to the four-yard line, where Jim O'Brien's 16-yard field goal gave them a 3–0 lead.

In the second quarter, a massive hit by Colts defensive tackle Bubba Smith knocked Oakland QB Daryle Lamonica out of the game, and he was replaced by George Blanda.

But returner George Atkinson fumbled David Lee's kick and the Colts' running back Sam Havrilak recovered with excellent field position.

Unitas then completed a 43-yard pass to Eddie Hinton at the two-yard line, and Norm Bulaich scored a touchdown run on the next play, increasing the lead to 10–0.

Blanda then led the Raiders back, and with the aid of a roughing the punter penalty, he got them close enough for a 48-yard field goal, which he kicked himself to cut the score 10–3 at the end of the half.

On the next play, Unitas threw a deep pass to a wide open Perkins, who raced down the left sideline for a 68-yard touchdown completion that gave the Colts a 27–17 lead.

This would prove to be the last score of the game as the Raiders were shut out in the final 12 minutes, with Blanda throwing two interceptions deep in Baltimore territory.

Then on second down, Lee Roy Jordan intercepted Brodie's pass and returned it four yards to the 13, where Thomas scored a touchdown run for Dallas on the next play, breaking three tackles en route to the end zone.

On San Francisco's next series, Mel Renfro picked off a pass from Brodie and returned it 19 yards to the Cowboys' 38-yard line, setting off a 62-yard scoring drive for his team.

The key player on the drive was fullback Walt Garrison, who had a 12-yard carry, gained 24 yards on a screen pass, and finished it off with a five-yard touchdown catch from Morton to give the Cowboys a 17–3 lead.

They nearly got a big scoring chance when Thomas fumbled the ball, but receiver Reggie Rucker recovered it, allowing Dallas to keep possession and take a lot of time off the clock with a drive to the 49ers 17-yard line.

Johnny Mathis sang the national anthem, and Tony Bennett performed his signature song "I Left My Heart in San Francisco" at halftime.