Out of the existing NFL franchises, only the Cleveland Browns, Detroit Lions, Houston Texans, Jacksonville Jaguars, and New Orleans Saints have never played in a Super Bowl. The Arizona Cardinals were the most recent team to reach the Super Bowl by winning the NFC Championship in January 2009.
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Here's a link that will tell you all of the Super Bowl winners up to last year's Super Bowl, no new teams played the 2011 Super Bowl. It was played by Super Bowl veterans the Steelers and the Packers. The list at the bottom is up to date.