In 1959, longtime NFL commissioner Bert Bell died of a heart attack while attending an Eagles/Steelers game at Franklin Field. That same year, Dallas businessman Lamar Hunt led the formation of the rival American Football League, the fourth such league to bear that name, with war hero and former South Dakota Governor Joe Foss as its Commissioner. Unlike the earlier rival leagues, and bolstered by television exposure, the AFL posed a significant threat to NFL dominance of the professional football world. With the exception of Los Angeles and New York, the AFL avoided placing teams in markets where they directly competed with established NFL franchises. In 1960, the AFL began play with eight teams and a double round-robin schedule of fourteen games. New NFL commissioner Pete Rozelle took office the same year.