Chiefs reach agreement with Heat's Riley for 'Three Peat' trademark

The Kansas City Chiefs struck a deal with Miami Heat president Pat Riley over the use of the term "Three Peat" ahead of Super Bowl LIX.

Riley's trademark attorney, John Aldrich, told Darren Rovell of cllct that there's an agreement in place with the NFL for the Chiefs to use "Three Peat" on merchandise if they win the Big Game for the third straight year. Any royalties Riley receives from the deal will support the Pat Riley Family Foundation, Aldrich said.

An NFL spokesperson said the deal has yet to be formally signed but would be with the Chiefs and not the league, according to Rovell. Any products featuring the "Three Peat" phrase would be sold exclusively at Chiefs retailers.

Riley filed for the "Three Peat" trademark after coaching the Los Angeles Lakers to back-to-back NBA championships in 1987 and 1988. He now owns six trademarks related to various forms of the phrase for use on a variety of products.

Riley's Lakers failed to capture a third straight championship, but he did cash in when Michael Jordan and the Chicago Bulls won three consecutive titles from 1991-93 and again from 1996-98. The New York Yankees used the phrase on merchandise after winning a third straight World Series title in 2000, as did the Lakers for their three-peat in 2002.

The Chiefs have an opportunity to become the first NFL team in history to win three straight Super Bowls when they face the Philadelphia Eagles at Caesars Superdome in New Orleans on Sunday.