For years, the Holy Grail of American sports video has been Super Bowl I -- the championship game ... a tape of a mostly complete broadcast of the 1967 game. WSJ's Lee Hawkins reports.

The first ever Super Bowl, which aired back in 1967, charged a comparatively paltry $37,500 for a 30-second spot. The first big game to crack the $1 million threshold was Super Bowl XXIX in 1995.

The first Super Bowl rings were awarded in 1967 and since that year, the NFL has awarded rings to the franchises that have won the championship each season. Over the years, the details of the ...