text: In 1969, John Madden became the team's sixth head coach, and under him the Raiders became one of the most successful franchises in the NFL, winning six division titles during the 1970s. It was during this period that the Raiders forged an image as a team of tough, take-no-prisoners players—such as future Hall of Fame offensive linemen Jim Otto, Gene Upshaw, and Art Shell; linebacker Ted ("the Stork") Hendricks; defensive end Ben Davidson; and cornerback Willie Brown—who would occasionally cross the line into dirty play. Those teams also featured an additional foursome of future Hall of Fame players in tight end Dave Casper, kicker George Blanda, and wide receiver Fred Biletnikoff, as well as fiery quarterback Ken ("the Snake") Stabler.
  AFL–NFL merger and era of success (1970–1981)
  1970–1971
  In 1970, the AFL–NFL merger took place and the Raiders became part of the Western Division of the American Football Conference in the newly merged NFL. The first post-merger season saw the Raiders win the AFC West with an 8–4–2 record and go all the way to the conference championship, where they lost to the Colts. Despite another 8–4–2 season in 1971, the Raiders failed to win the division or achieve a playoff berth.