Despite an array of promotions, the Texans played for three years at the Cotton Bowl in front of mostly empty seats. Here Lamar engages in a pregame publicity stunt—a punting competition against a pair of local disc jockeys.

The war between the leagues was a constant search for talented young players. Here Lamar officially signs Kansas running back Curtis McClinton, following a college all-star game.

After the Texans won the 1962 AFL Championship Game, Lamar celebrated in the locker room with Sherrill Headrick (69), Hank Stram, and the rest of the team.

In the spring of 1966, Lamar and Norma moved to Kansas City for a few months, to lead a drive that raised season-ticket rolls from 9,550 to 21,000. During that winter and spring, he attended hundreds of functions like this one.

By the mid-’60s, Lamar started dabbling in photography, often going to the sideline to shoot part of the Chiefs games. Here he’s flanked by Chiefs general manager Jack Steadman (left) and longtime friend Bill McNutt.

New Year’s Day, 1967, after the Chiefs routed the Bills, 31–7, to earn a spot in the first Super Bowl, Lamar joined the team back at a Buffalo hotel banquet room to watch the Cowboys–Packers NFL title game. He sits on the floor next to Hank Stram (both had their ties cut by players in the postgame celebration), with Sharron on his lap.

At Super Bowl IV in New Orleans, Lamar walked the field with NFL commissioner Pete Rozelle beforehand (top left), and celebrated in a jubilant locker room as MVP Len Dawson (bottom right) took a call from President Nixon afterward.

The next day featured a joyous victory parade in Kansas City that Lamar would later describe as the most memorable day of his life.

The Chiefs played for nine seasons in the aging yet cozy Municipal Stadium.

In August 1972, they moved to the palatial Arrowhead Stadium, which redefined the possibilities of a football stadium.