What does it take to make history? For Kansas City Chiefs fans, the answer might be just one more season—a chance to accomplish what no NFL team has done: win three Super Bowls in a row. But as the Chiefs eye a “three-peat,” they’re navigating not only the challenges on the field but also a fascinating legal twist involving the very term itself.
What Is a “Three-peat”?
The term “three-peat” is synonymous with greatness in sports. It refers to winning three consecutive championships. From the Chicago Bulls in the 1990s to the Los Angeles Lakers in the early 2000s, a three-peat cements a team as legendary.
What distinguishes “three-peat” is that it’s not just sports jargon. It’s a trademarked term—a legal designation owned by NBA legend Pat Riley, former head coach of the Los Angeles Lakers.
Riley trademarked the term in 1989 while aiming for the Lakers to win their third consecutive NBA championship. Although the Lakers fell short, the term stuck, and Riley’s corporation, Riles & Co., began collecting royalties for its use in everything from apparel to commemorative items.
The Chiefs’ Agreement with Pat Riley
Thanks to a mutual agreement with Pat Riley, the Chiefs are set to use “three-peat” legally if they secure their third consecutive Super Bowl win this season.
Riley’s trademark lawyer confirmed that the Chiefs received permission to use the phrase after successfully defending their Super Bowl title last year. This agreement allows Kansas City to fully capitalize on the hype by using “three-peat” in branding and merchandise, should they earn that historic trophy.
But why is a trademark deal necessary? Simply put, if the Chiefs—or any other NFL team—used “three-peat” without authorization, they’d face potential legal repercussions. Riley and Riles & Co. have vigorously defended the trademark over the years, even fighting off imitation terms like “Three-Pete,” which references football coach Pete Carroll.
The Chiefs’ Chance at History
Our Kansas City Chiefs are no strangers to success. Led by superstar quarterback Patrick Mahomes and head coach Andy Reid, the team has already secured back-to-back Super Bowl wins. Now, all eyes are on them to achieve the impossible three-peat.
Historically speaking, no NFL team has managed a Super Bowl three-peat. The Packers came close in the 1960s, winning three straight league championships (pre-Super Bowl era). Other teams, like the 1980s 49ers and the 2000s Patriots, fell short of winning three Super Bowls in a row.
Major Three-peat Examples in Sports
If the Chiefs manage to pull off this unprecedented accomplishment, they’ll join an elite group of teams across the sporting industry.
Here are a few of the most iconic examples across sports history to provide context for the magnitude of this achievement:
- Chicago Bulls (1991–93 and 1996–98): Michael Jordan’s Bulls won six NBA titles in two separate three-peat streaks, cementing their dynasty in basketball.
- Los Angeles Lakers (2000–02): Behind Shaquille O’Neal and Kobe Bryant, the Lakers completed the first NBA three-peat of the 21st century.
- New York Yankees (1998–2000): Dominating Major League Baseball during this time, the Yankees earned their own legendary chapter with three consecutive World Series titles.
- UCLA Men’s Basketball (1967–73): If you think three-peat sounds impressive, imagine a seven-peat. UCLA, under coach John Wooden, defined basketball domination.
The Legal Legacy of “Three-peat”
Pat Riley’s foresight to trademark “three-peat” has turned out to be as savvy as any coaching decision he made during his career. Since 1989, Riley has collected royalties from significant sporting milestones, including the Bulls, the Yankees, and now, potentially, the Chiefs.
The debate around whether the trademark should still be enforceable is even more fascinating. Sports fans argue that “three-peat” has become a generic term, but the courts have consistently upheld its protected status.
What a Chiefs’ Three-peat Would Mean
A three-peat for the Chiefs would be more than just a football accomplishment for our community. It would solidify our team’s place as one of the greatest dynasties in NFL history. Not only would it staple us in sports history, but it could also energize our city’s economy through tourism and merchandise. Most importantly, it would unite the Chiefs Kingdom in a way few other successes could. The Chiefs’ partnership with Pat Riley on the “three-peat” trademark isn’t just a licensing deal—it’s a symbolic acknowledgment of the team’s potential to achieve greatness.