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The Kansas City Chiefs are staring down a moment NFL history hasn't seen before: a chance to win three straight Super Bowls. It's a feat that even the dynasties of Tom Brady's Patriots, Troy Aikman's Cowboys, and Joe Montana's 49ers never accomplished. But as they prepare to take on thePhiladelphia Eagles in New Orleans, there's another piece of history in play-one that comes with a Miami Heat connection.
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Pat Riley, a name synonymous with basketball royalty, first trademarked the phrase "Three-Peat" back in 1989 when his Lakers were chasing their own shot at a third straight title. The team fell short, but the phrase stuck, and over the decades, Riley has maintained exclusive rights to its use across merchandise, branding, and promotional material. Now, thanks to an agreement between the Heat president and the Chiefs, Kansas City will be able to use it-if they can pull off the elusive third championship.
John Aldrich, Riley's trademark attorney, confirmed to cllct that the deal is in place, ensuring the Chiefs can roll out the "Three-Peat" branding without any legal headaches. The NFL itself isn't involved-this is strictly between Riley and the team. But considering the financial power behind Super Bowl-winning merchandise, it's a deal that could prove highly lucrative.
Riley's past profits from the phrase have been substantial. When Michael Jordan's Bulls pulled off two separate three-peats in the '90s, Riley cashed in, reportedly making $300,000 in 1993 and doubling that to $600,000 in 1998. Adjusted for inflation, that's over a million dollars today. He's previously stated that much of the revenue from the trademark goes to the Pat Riley Family Foundation, and Aldrich confirmed that will be the case this time as well.
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The Chiefs' shot at immortality: Football, fame, and a "three-peat" legacy
Kansas City's run at history has been nothing short of remarkable. After last year's dramatic overtime win against the 49ers, the Chiefs have cemented themselves as the team to beat. Patrick Mahomes is already building a résumé that puts him in rare company, and a third straight championship would solidify his place among the greatest quarterbacks of all time.
The team itself remains locked in. Players like Trent McDuffie and Nick Bolton have emphasized that they're staying focused on execution rather than distractions. But there's no denying that the weight of the moment is looming large.
Off the field, the Chiefs have also been a media magnet. Travis Kelce's high-profile relationship with Taylor Swift has only added to the spotlight, with every Chiefs game feeling like a crossover event between sports and pop culture. It's a level of attention few teams have ever dealt with heading into a Super Bowl.
If Kansas City pulls this off, the legacy is set. The dynasty talk turns into something more-something even the Patriots never did. And thanks to Riley's agreement, "Three-Peat" will be more than just a rallying cry-it'll be a brand.