During their first three seasons, the Raiders struggled both on and off the field. In 1963, Al Davis was brought to the team as head coach and general manager. Davis immediately turned the Raiders into winners, and from 1963 until 2002 the team had only seven losing seasons. He also initiated the use of team slogans such as "Pride and Poise," "Commitment to Excellence," and "Just Win, Baby"—all of which are registered trademarks.[1][2][3] Except for a brief term as AFL Commissioner in 1966, Davis has been with the team continuously. Upon his return to Oakland in 1966, he became a managing partner of the franchise.