By: Bruce Siegal, Esq.
In 1988, Pat Riley, legendary NBA coach of the Los Angeles Lakers, took a bold step that has since proven to be not only prescient but also incredibly lucrative. He filed to obtain a trademark registration for the term “three-peat,” a phrase that would become iconic in the world of sports and beyond.
Riley didn’t invent the term three-peat, but he wisely applied to register it with the U.S. Patent and Trademark Office. The Lakers won the NBA championship in 1987 and 1988 and were legitimate contenders in 1989 (so he was unable to put three-peat to use for his own team).
Fast forward to today, and his decision is still paying off with the recent announcement that he and the Chiefs have struck a deal to license the use of the term “three-peat” if the team manages to become the first team in NFL history to win three straight Super Bowls. The Chiefs would then pass rights through to a handful of its licensed manufacturers — to make products. While the exact details regarding the royalty percentage are still under wraps, it has been confirmed that the proceeds will benefit the Pat Riley Family Foundation.
With the Chiefs aiming for their third consecutive title at Super Bowl LVIII, it’s a perfect moment to look back at the lasting impact of Riley’s trademark, its implications for the world of intellectual property, and how trademarks play a significant role in the sports world.
The Power of Trademarks in Sports Riley’s foresight highlights the critical role trademarks play in sports branding. Trademarks serve not only as a means to protect a brand but also as a powerful marketing tool. Athletes, teams, and coaches who leverage intellectual property can generate significant revenue through licensing agreements, merchandise sales, and media deals. This has become even more apparent in the age of social media, where catchphrases and iconic moments can become part of a global conversation — and eventually, a profitable brand.
In sports, trademarks are often applied to team names, logos, slogans, and even specific plays or phrases. The Kansas City Chiefs’ own brand has seen an enormous rise in value over the past few years, especially with the star power of quarterback Patrick Mahomes and their back-to-back Super Bowl victories.
The Super Bowl Effect: Trademarks and Merchandise Sales Looking beyond just Riley and the Chiefs, the Super Bowl itself has become a massive economic event, with merchandise sales playing a crucial part in the annual windfall. According to Statista , Super Bowl related consumer spending was over $17 billion in 2024, and will likely increase this year. In 2024, the average American spent about $85 on Super Bowl-related items. This spending includes everything from jerseys and hats to limited-edition memorabilia and fan gear.
The Chiefs, particularly if they do manage to pull off a “three-peat,” will see a surge in fan-related merchandise sales. Notably, Super Bowl LVIII’s sales are projected to see a boost not only from the teams participating but also from the broader national excitement around a potential historic win. If Kansas City secures a third consecutive title, expect “three-peat” merchandise to dominate shelves, from T-shirts to hats, all of which could feature Riley’s trademarked phrase. While other sports-related brands or even the Chiefs themselves may want to capitalize on this, they will have to navigate the intellectual property restrictions that Riley’s trademark usage imposes.
Trademarks and the Commercialization of Sports Success The Chiefs’ efforts to secure their third title underscore how trademarks are an important piece of the commercialization of sports success. Beyond the fanfare of the game itself, athletes and teams understand that championships and legacy-building moments can be monetized through strategic licensing of intellectual property.
Teams, players, and coaches who navigate the trademarking process smartly can capitalize on these moments of cultural significance, generating revenue while also protecting their brands from unauthorized use. For example, any unlicensed Super Bowl-related gear that uses the phrase “three-peat” could potentially face legal challenges, as Pat Riley holds the trademark. Trademark registration confers significant legal protections. Most notably, registration creates a presumption of ownership and the exclusive right to use the mark, which are instrumental in infringement cases.
As the Kansas City Chiefs aim for their own “three-peat,” Riley’s foresight offers a reminder of the powerful intersection between sports, culture, and intellectual property law. If you are interested in learning more about the trademark process, contact Bruce.Siegal@gmlaw.com .
