My understanding is that players, coaches and front office personnel get one and then there are others that can be purchased for "fans." I can bet you that Joe Namath did not give his Super Bowl ring to Vario or anyone.I sometime see Super Bowl rings on eBay for sale but I don't think Namath ever needed the money that bad.
https://www.sbnation.com/nfl/2015/2/1/7923079/super-bowl-2015-rings-winner-loser