What Pat Riley’s THREE-PEAT teaches about strategic branding

Despite the Kansas City Chiefs’ loss in this week’s Super Bowl, Pat Riley was hopeful of gaining a historic third consecutive Super Bowl victory. The NBA legend and Miami Heat president has held the trademark for THREE-PEAT since his days coaching the Los Angeles Lakers in the late 1980s. If the Chiefs had achieved this unprecedented feat, businesses looking to capitalize on the term would have had to navigate around Riley’s intellectual property rights.

Strategic trademarking in sports

Riley’s ownership of THREE-PEAT is a masterclass in proactive brand protection. By securing the trademark across various goods and services—including apparel, memorabilia, and promotional items—his company, Riles & Company, Inc., has ensured long-term value and licensing opportunities. Trademark attorneys can draw valuable lessons from this, particularly in advising clients on how to identify and protect catchphrases that could carry commercial weight over time.

Enforcement: picking your battles

Riles & Company has been known to vigorously enforce its rights against unauthorized commercial use of THREE-PEAT, targeting businesses attempting to profit from the phrase. However, enforcement strategies must be strategic — focusing on larger operations rather than small-scale infringers. This approach not only preserves the trademark’s strength but also avoids unnecessary legal costs.

Trademark lawyers advising clients on enforcement should consider factors such as the scale of infringement, potential brand dilution, and public perception. Maintaining goodwill while ensuring robust enforcement is a delicate balance that experienced counsel can help achieve.

The creative workaround

For businesses and creatives, encountering a trademarked phrase can be a challenge — but also an opportunity for innovation. Kansas City-based merchandise companies were brainstorming ways to celebrate a potential Chiefs victory without infringing on Riley’s rights. From clever phrasing to distinctive branding, companies must find ways to capture fan excitement while respecting intellectual property laws.

Trademark practitioners can guide businesses in developing alternative branding strategies that avoid legal pitfalls while maintaining authenticity and consumer appeal.

Lessons for brand owners

The THREE-PEAT trademark underscores the importance of thinking ahead when it comes to branding. Whether it’s a sports slogan, a product name, or a marketing campaign, securing and judiciously enforcing trademarks can lead to significant financial rewards.

For attorneys working with brand owners, Riley’s strategy serves as a reminder to:

• Conduct comprehensive trademark searches before launching a brand.
• Secure trademarks across relevant classes to maximize protection.
• Develop enforcement strategies that balance legal protection with brand reputation.

As businesses look to leverage popular phrases, trademark lawyers play a critical role in ensuring their client’s branding efforts are legally sound and strategically positioned.

Conclusion

Whether advising a global corporation or a local startup, trademark professionals can learn much from the THREE-PEAT story. Strategic trademark registration, smart enforcement, and creative branding solutions are key to long-term success in a competitive marketplace. Though the Chiefs were unsuccessful in reaching this historic milestone, the legal playbook on branding remains as crucial as ever.

← Back to News