From AFL bottom-dwellers to Super Bowl champions: the turbulent rise of the Denver Broncos

Countries & Cities · Published 3 October 2026 Swipe more like this →

In short: Founded in 1959, the Denver Broncos endured a decade of losing seasons as an original American Football League team. Yet, they transformed into one of the NFL's most successful franchises, securing three Super Bowl titles and a valuation of $6.8 billion while navigating decades of coaching turnover and quarterback drama.

The Denver Broncos began as a struggling charter member of the American Football League in 1960. For their first ten years, they were the only original AFL team to never reach a title game or achieve a winning season. Their early history was defined by instability, including a near-loss of the franchise in 1965 before a local ownership group intervened. It was not until 1973, under head coach John Ralston, that the team finally secured its first winning season, though playoff success remained elusive until 1977.

The arrival of quarterback John Elway in 1983 marked a turning point, though his tenure was characterized by both brilliance and intense internal friction. Alongside head coach Dan Reeves, Elway led the team to three Super Bowl appearances in the 1980s, all of which ended in lopsided defeats. The partnership eventually fractured due to disagreements over personnel and play-calling. It was not until the late 1990s, under head coach Mike Shanahan and running back Terrell Davis, that the team finally broke through, winning back-to-back Super Bowl championships in 1997 and 1998.

The 21st century brought further cycles of reinvention. After a period of decline following Elway’s retirement, the team saw a resurgence with the signing of Peyton Manning in 2012. This era culminated in a victory in Super Bowl 50 in 2015, driven by a historically dominant defense coordinated by Wade Phillips. Despite these peaks, the franchise has faced persistent challenges, including salary cap investigations, coaching changes, and a revolving door of quarterbacks. Today, the team remains a significant commercial entity, valued at $6.8 billion as of September 2025, under the ownership of a syndicate led by Rob Walton and Greg Penner.

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