Google says this:
AFL founder and Kansas City Chiefs owner Lamar Hunt jokingly referred to the proposed game as the Super Bowl, after watching a group of kids play with a toy called a "Super Ball." The name was consistent with college "bowl" games, and became the permanent football championship moniker.
The term "bowl" originated from the Rose Bowl stadium, site of the first post-season college football games. The Rose Bowl Stadium, in turn, takes its name and bowl-shaped design from the Yale Bowl, the prototype of many football stadiums in the United States.