There’s a reason Joe Roth has the only retired number in Cal football’s history.

Following a prolific junior season that saw him lead the Golden Bears to the best offense in all of college football and a Pac-8 co-championship, Roth entered his senior campaign a Heisman favorite and the likely first pick in the 1977 NFL Draft. Just two games into his final season, Roth was diagnosed with a recurrence of melanoma — a cancer he’d hoped he’d beaten a couple of years earlier. He kept the terminal diagnosis to himself as it ravaged his body during a final year that saw him improbably finish ninth in the Heisman voting while he was fighting the disease.

News of his condition finally leaked two months after the season ended while he was preparing for a college football all-star bowl game in Japan. After the bowl, he spent time at UC San Francisco getting chemotherapy before doctors suggested amputating both of his legs to keep the cancer at bay. Roth declined, checked himself out of the hospital on Feb. 18, 1977, and, upon returning to Berkeley, was carried up three flights of stairs by his teammates to his apartment. Roth died the next day.

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Star quarterback Joe Roth died of cancer three months after his final game for the Cal football team in 1977.

Joe Roth (12) of the California Golden Bears is seen during the Big Game against Stanford University at Stanford Stadium in Stanford, Calif., on Nov. 22, 1975.

Roth’s courageous story united the college and led to a yearly Joe Roth Memorial Game in Berkeley (played between Cal and UCLA or USC annually until the Bears moved to the ACC), a fund that has supported countless Cal football scholarships through the years (and currently supports two full-ride football scholarships each season), as well as a Joe Roth team award for the player who best demonstrates courage, attitude and sportsmanship.

This season, nearly 50 years later, it also led to the first-ever Joe Roth Collection, a capsule of three shirts celebrating Roth, including one with his face on it — the first time his likeness has ever appeared on Cal merchandise, Associate Athletics Director Jonathan Okanes confirmed to SFGATE. The collection was heavily marketed by the athletic department ahead of the return of the Joe Roth Memorial Game on Sept. 5 — Cal’s........

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