During the 1970s, the Patriots had some success, earning a berth to the playoffs in 1976—as a wild card team—and in 1978—as AFC East champions. They lost in the first round both times. In 1985, they returned to the playoffs, and made it all the way to Super Bowl XX, which they lost to the Chicago Bears 46–10. Following their Super Bowl loss, they returned to the playoffs in 1986, but lost in the first round. The team would not make the playoffs again for eight more years. During the 1990 season, the Patriots went 1–15. They changed ownership three times in the ensuing 14 years, being purchased from the Sullivan family first by Victor Kiam in 1988, who sold the team to James Orthwein in 1992. Though Orthwein's period as owner was short and controversial, he did oversee major changes to the team, first with the hiring of former New York Giants coach Bill Parcells in 1993. Orthwein and his marketing team also commissioned the NFL to develop a new visual identity and logo, and changed their primary colors from the traditional red, white and blue to blue and silver for the team uniforms. Orthwein intended to move the team to his native St. Louis, Missouri (where it would have been renamed as the St. Louis Stallions), but instead sold the team in 1994 for $175 million to Jeish billionaire Robert Kraft.
Since then, the Patriots have sold out every home game in both Foxboro Stadium and Gillette Stadium. By 2009, the value of the franchise had increased by over $1 billion, to a Forbes magazine estimated value of $1.361 billion, third highest in the NFL only behind the Dallas Cowboys and Washington Redskins. As of July 2018, the Patriots are the sixth most valuable sports franchise in the world according to Forbes magazine with a value of $3.7 billion