Shula was on a mission to get back to the Super Bowl in 1973 and win it after the team’s disheartening 24-3 loss to Dallas in Super Bowl VI. Miami failed to score a touchdown, the only time that’s ever happened in the Super Bowl, and that hung heavily on Shula. The loss also added to the perception that he couldn’t win “the big one.”
He had, after all, been on the short end of an embarrassing loss in Super Bowl III when the New York Jets upset Shula’s Baltimore Colts, 16-7, in an outcome that Jets’ quarterback Joe Namath brashly “guaranteed.” So after two trips to the Super Bowl, Shula’s teams had scored only 10 points and lost both times. In the locker room after the second loss, Shula implored his defeated team to use the defeat for mental leverage the following season. "I want all of you to remember how we feel right now and I don’t ever want to feel this way again.”