to 10–4, and he was named the AFL's Coach of the Year in 1963. Though the team slipped to 5–7–2 in 1964, it rebounded to an 8–5–1 record in 1965. He also initiated the use of team slogans such as "Pride and Poise", "Commitment to Excellence", and "Just Win, Baby"—all of which are registered trademarks. In April 1966, Davis left the Raiders after being named AFL Commissioner. Two months later, the league announced its merger with the NFL. With the merger, the position of commissioner was no longer needed, and Davis entered into discussions with Valley about returning to the Raiders. On July 25, 1966, Davis returned as part-owner of the team. He purchased a 10 percent interest in the team for US$18,000, and became the team's third general partner — the partner in charge of football operations. 1967–1969 On the field, the team Davis had assembled and coached steadily improved. With John Rauch (Davis's hand-picked successor) as head coach, the Raiders won the 1967 AFL Championship, defeating the Houston Oilers 40–7. The win earned the team a trip to Super Bowl II, where they were beaten 33–14 by Vince Lombardi's Green Bay Packers. The following two years, the Raiders again won Western Division titles, only to lose the AFL Championship to the eventual Super Bowl winners—the New York Jets (1968) and Kansas City Chiefs (1969). John Madden becomes head coach In 1969, John Madden became the team's sixth head coach, and under him the Raiders became one of the most successful franchises in the NFL, winning six division titles during the 1970s. It was during this period that the Raiders forged an image as a team of tough, take-no-prisoners players—such as future Hall of Fame offensive linemen Jim Otto, Gene Upshaw, and Art Shell; linebacker Ted (“the Stork”) Hendricks; defensive end Ben Davidson; and cornerback Willie Brown—who would occasionally cross the line into dirty play. Those teams also featured an additional foursome of future Hall of Fame players in tight end Dave Casper, kicker George Blanda, and wide receiver Fred Biletnikoff, as well as fiery quarterback Ken ("the Snake") Stabler. AFL–NFL merger and era of success (1970–1981) 1970–1971 In 1970, the AFL–NFL merger took place and the Raiders became part of the Western Division of the American Football Conference in the newly merged NFL. The first post-merger season saw the Raiders win the AFC West with an 8–4–2 record