Why Chiefs will struggle to claim 'three-peat' on licensed merchandise if they win Super Bowl LIX over Eagles Even if the Kansas City Chiefs do win their third straight Super Bowl with a victory over the Philadelphia Eagles on February 9, the AFC Champions may still struggle to claim a 'three-peat,' 'three peat,' or even a '3-peat.'.
That's because NBA icon Pat Riley's company has spent nearly 40 years trademarking variations on the phrase despite the fact that he's never won three consecutive champions as a player, coach or executive.
Unfortunately for Riley, that application would not be approved until August of 1989, by which point the Lakers had already been swept by the upstart Detroit Pistons in the NBA Finals.
Instead, they could pay royalties to Riley's company to use variations of 'three-peat' on anything from shirts or jackets to hats and other items.
These days, Riles & Co. controls trademarks for 'three-peat,' 'threepeat,' '3 peat,' and 'three peat' in a variety of fonts.
