John Elway is responsible for this. In a couple ways. Of course, No. 7 became an iconic quarterback – he's their town's Stan Musial. He made the Broncos' quarterback position this thing of mystique. No man seemed worthy of the role for more than a decade. And then, finally, the executive Elway brought in Peyton Manning, who won the Broncos a Super Bowl, too.
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But then, the unfulfilled expectations for the next great quarterback led to an anger and animosity toward Elway himself. See, John Elway couldn't earmark the next John Elway.