Kansas City Chiefs fans might have to rethink their Super Bowl merch slogans. A term that feels synonymous with sports dynasties—”three-peat”—isn’t just a phrase. It’s property. And NBA icon Pat Riley owns it.
This legal twist isn’t happening on the field, but it might make or break how Kansas City celebrates its third consecutive championship—if it happens.
Pat Riley trademarked “three-peat” before most people even knew it was a thing
Back in 1988, Riley’s Lakers were chasing a third straight championship. They didn’t get it, but Riley saw an opportunity. He trademarked “three-peat” for merchandise: hats, shirts, mugs—you name it. The Lakers fell short in 1989, but the term stuck. Over the years, it’s been used by teams like the Chicago Bulls, turning Riley’s foresight into a lucrative stream of royalties.
His company, Riles & Co., still holds several active trademarks for the phrase. It’s not just about nostalgia—it’s business. Even today, Riley’s trademarks cover products ranging from clothing to energy drinks. And yes, Riley profits every time someone uses the term commercially.
Kansas City businesses didn’t see this coming, but they’re being forced to adapt fast
The Chiefs are chasing history, but local merch sellers might be facing lawsuits instead of sales spikes. A report by KCTV5 revealed that many businesses in Kansas City had no clue the phrase was off-limits. Jesse Phouangphet, marketing director at Made Mobb, admitted, “We did not know that three-peat was trademarked.”
Greg Lewis of Raygun shared the frustration: “It’s going to kind of force us to be a little bit more creative.” Merchants now have to scramble for alternatives. Some joked about using phrases like “Chefs” or “triple crown,” avoiding direct violations while staying in the spirit of celebration.
Why does Riley still hold the trademark when everyone uses “three-peat” casually?
This isn’t just a Kansas City problem—it’s a legal gray area. Riley’s trademark survived a challenge in 2001 when another party argued that “three-peat” had become generic, like MVP or slam dunk. The U.S. Trademark Office disagreed, ruling in Riley’s favor.
But trademarks live in a dynamic space. Public perception can erode exclusivity over time. If enough people treat “three-peat” like any other sports term, Riley’s legal rights might weaken. That’s not the case yet, though. For now, Riley’s trademarks are solid, and Kansas City’s merch sellers are stuck navigating his legal boundaries.
Kansas City entrepreneurs are turning the legal block into a creative challenge
Instead of whining about trademarks, local businesses are leaning into creativity. Vu Nguyen, co-owner of Made Mobb, hinted at secret plans: “We have something up our sleeve for all the games coming up.” This setback has sparked innovation, with designers brainstorming new ways to brand Kansas City’s potential dynasty without infringing on Riley’s rights.
The Chiefs’ faithful are undeterred. Whether they call it a “hat trick,” “dynasty,” or something entirely new, the spirit of celebration remains. Merch sellers might need to get clever, but Chiefs Kingdom isn’t slowing down.
Can public opinion overrule Riley’s ownership of “three-peat”?
Here’s where it gets messy. Riley’s trademarks are solid on paper, but culture doesn’t care about paperwork. People use “three-peat” in casual conversation all the time. It’s practically sports slang at this point. If public perception shifts enough, Riley’s grip on the term could loosen.
But that’s a long game. For now, Riley’s company remains in control, and businesses have to play by the rules. Sure, it’s frustrating. But legally? It’s a win for Riley.
The Chiefs don’t need “three-peat” on a T-shirt to make history. At the end of the day, it’s about the rings, not the merch. If Patrick Mahomes and Travis Kelce lead Kansas City to their third straight Super Bowl win, nobody’s going to care what’s written on the hats. The Chiefs’ dynasty speaks for itself—trademark or not.
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