Lakers Legend Threatens Chiefs’ ‘Three-Peat’ Celebrations in a Major Blow As Patrick Mahomes, Travis Kelce & Co May Face Legal Challenge

Imagine Patrick Mahomes and Travis Kelce, champagne in hand, basking in the glory of a three-peat. Sounds epic, right? Well, hold that thought. A Lakers legend might have just thrown a wrench into Kansas City’s ultimate victory parade. And no, it’s not a game-day injury or a rival team’s interference. This battle is happening far from the field—and it involves a surprising legal twist.

Turns out, the phrase “three-peat” is off-limits without permission, thanks to NBA icon Pat Riley. Riley trademarked the term when his Lakers were on the brink of a third consecutive championship. Now, Riles & Co. (Riley’s company) holds exclusive rights to the phrase for merchandise. That means hats, shirts, mugs, and even… even energy drinks sporting “three-peat” are a no-go without Riley’s say-so.

The term stuck and gained traction across various sports despite the Lakers falling short in 1989. Riley saw the commercial potential and registered the phrase as a trademark in 1988. The trademark has been applied to a wide range of merchandise over the years. From T-shirts and hats to mugs and bumper stickers. It became particularly valuable when other teams used the term during their championship runs. This includes the Chicago Bulls in the 1990s. And it provided Riley with royalties from related products. Meanwhile, the legal battle surrounding “three-peat” has been just as compelling.

A challenge to Riley’s trademark was raised by a party in 2001. They argued that “three-peat” had become a generic term. A term used by any team winning three consecutive championships. And that should make the trademark invalid. However, the U.S. Trademark Office ruled in Riley’s favor. They upheld his trademark rights.

The court argued that Riley’s company had sufficiently demonstrated its use of the term on commercial products. Pat Riley’s trademarks for “three-peat” remain rock solid. Could public perception of the term as generic change things? Possibly. But for now, Riley holds the winning hand. That means businesses will need to play by his rules.

Kansas City’s Pat Riley merch dilemma: Creativity to the rescue

The Chiefs roster isn’t the only one under pressure this postseason. Kansas City’s merchandise creators are in the hot seat too. Kansas City’s local businesses are learning things the hard way. Jesse Phouangphet is the Marketing Director at Made Mobb, a popular merchandise store. He admitted a familiar realization to kctv5, “We did not know that three-peat was trademarked.” Similarly, Greg Lewis of Raygun said, “It’s going to kind of force us to be a little bit more creative.”

Despite the setback, both companies are scrambling to find creative ways. Ways to celebrate a potential Chiefs dynasty without crossing legal lines. This could mean a gear rebrand for the Chiefs’ Kingdom. Lewis joked about skirting trademarks with phrases like “Chefs.” “It’s like saying Chiefs without saying Chiefs… We have to find new ways around those things,” he said. It sure is frustrating. But the challenge has sparked a sense of playful innovation among local designers.

“We’re definitely prepared for it. I figured it would be some kind of trademark on it, but we have something up our sleeve for all the games coming up,” said Vu Nguyen to kctv5. Nguyen is the co-owner & creative director of Made Mobb. The company is already working on alternative designs, hinting at surprises for the upcoming games.

Pat Riley’s Riles & Co. owns multiple registrations, covering everything from apparel to collectibles. Still, the Chiefs’ faithful remain undeterred. They may call it a “triple crown,” “hat trick,” or something entirely new. But the excitement for a third consecutive Super Bowl win is alive and well. In the end, it’s not just about the words—it’s about the celebration.

Could this inspire a new wave of creative branding? Kansas City’s entrepreneurs seem ready for the challenge, and fans are here for it. Got any ideas you’d like to throw in the hat?