As the Kansas City Chiefs prepare for Super Bowl LIX, they are on the verge of making history. A victory would make them the first NFL team in nearly two decades to win three consecutive Super Bowls—an accomplishment known as a “three-peat.” But beyond the celebrations and championship rings, this achievement carries an unexpected legal and financial angle: intellectual property rights.
The term “three-peat” has been synonymous with dynastic sports teams for decades, but many fans don’t realize that it is a federally registered trademark owned by none other than basketball legend Pat Riley. The story behind Riley’s trademark is a masterclass in foresight, branding, and the lucrative world of intellectual property.
The Origins of the ‘Three-Peat’ Trademark
The term “three-peat” first gained prominence in the late 1980s when Riley, then the head coach of the Los Angeles Lakers, led his team to back-to-back NBA championships and sought a third. Recognizing the potential marketability of the phrase, Riley—through his company, Riles & Company, Inc.—secured federal trademark registrations for various iterations of “three-peat,” including “Threepeat” and “3-Peat.”
This means that anyone looking to sell products bearing the phrase “three-peat” must obtain permission—or risk facing legal consequences.
Why the Chiefs’ Potential Three-Peat Matters
Fast forward to 2025, and the Kansas City Chiefs are on the verge of achieving what only a few teams in history have done—winning three championships in a row. If they win Super Bowl LIX, they will complete a rare “three-peat,” triggering legal and commercial implications tied to Riley’s trademark.
Reports indicate that the NFL has already struck a deal with Riley to allow limited use of the “three-peat” mark on merchandise if the Chiefs secure their third straight title. This is a testament to how intellectual property owners can capitalize on well-timed, strategic trademarks.
In past instances, Riley’s company has generated significant royalties from the use of “three-peat” in sports:
- During the Chicago Bulls’ first three-peat run in the 1990s, Riley reportedly earned over $300,000 in licensing fees.
- By the time the Bulls completed their second three-peat in 1998, the revenue from licensing the term had more than doubled.
- When other teams, such as the Los Angeles Lakers in the early 2000s, neared a three-peat, Riley’s company enforced its trademark rights to protect its financial stake.
For businesses, this is a powerful reminder that intellectual property is not just about legal protection—it’s about financial strategy.
The Legal Side: Trademark Enforcement and Licensing
A trademark is only as strong as its enforcement. Riley and his company have historically been proactive in ensuring that unauthorized sellers do not profit from the term without proper licensing. If an entity—whether a small vendor or a major sports league—tries to use the term “three-peat” without permission, Riley’s company could send cease-and-desist letters or even pursue legal action.
That said, trademarks are not absolute. If a trademark owner does not actively police and enforce their rights, they risk genericide, where the mark becomes a generic term and loses its protection. This is why you don’t see companies trying to trademark words like “championship” or “dynasty”—they have become too commonly used to be enforceable.
However, Riley’s strategic and limited enforcement of “three-peat” has allowed him to maintain the exclusive rights to the phrase while still profiting from its use.
Lessons for Businesses: The Value of Strategic Trademarking
This case study is a textbook example of how businesses—regardless of industry—can leverage trademarks as a strategic business asset. Here are a few key takeaways:
- Think Ahead – Riley trademarked “three-peat” before his Lakers even had the chance to achieve it. Businesses should anticipate potential branding opportunities early and protect their intellectual property proactively.
- Broaden Trademark Applications – Riley didn’t just trademark “three-peat” for one category; he registered it across various product lines, ensuring broad protection. Businesses should consider securing trademarks for not just their primary product, but also for potential future expansions.
- Enforce and License Wisely – Riley has successfully monetized his trademark without over-policing its use, striking a balance between enforcement and accessibility. Companies should be strategic in how they enforce their trademarks—too much leniency can weaken rights, but excessive enforcement can lead to public backlash.
- Consider the Long Game – Riley’s trademark has remained valuable for over 30 years. A well-chosen trademark can provide long-term financial benefits if managed correctly.
At Juris Law Group, P.C., we help businesses safeguard their brands, products, and intellectual property through strategic trademark planning, registration, and enforcement. Whether you are a startup looking to protect your brand name or a corporation seeking to license your intellectual property, we provide custom-built solutions to maximize your brand’s value.
Do you have a slogan, phrase, or product name that should be protected? Now is the time to act. Just as Riley turned a simple phrase into a financial asset, your business can benefit from securing its unique intellectual property.
