The biggest day in American sport was a giant bore.
The New England Patriots and Los Angeles Rams only managed a field goal each through three quarters before the Patriots took over in the fourth quarter to record a 13-3 win.
It was the sixth championship of the Bill Belichick-Tom Brady era and continues a dynasty that began with a win over the Rams way back in 2001.
But man was it tough to watch. "Not a family-friendly Super Bowl," as ESPN's Joe Tessitore described it.
The Rams were a juggernaut for most of the season but 33-year-old coach Sean McVay and his young quarterback Jared Goff were brutally exposed on the big stage by Belichick's defence.
It allowed the Patriots to overcome an uncharacteristic performance by Brady (21/35 for 262 yards with no touchdowns and one interception) but left fans battling to stay interested.
But it was another Patriots Day, and some people believed Brady and owner Robert Kraft celebrated with a smooch.
It's not the first time a post-match pash has created headlines for Brady. The NFL legend was last year filmed kissing his 10-year-old son for a number of seconds as part of a documentary series called Tom vs Time.
A scene from the third part of the series, uploaded to Facebook, featured Brady and his 10-year-old son John kissing with Brady lying on a table getting a massage when Jack pops his head in.
The Super Bowl victory was Brady's sixth, the most by any player in NFL history.