Riley owns six trademarks to various forms of “Three-Peat” and has the rights to use that on merchandise, including apparel and beverages. He applied for the trademark in 1988, after the Lakers won two consecutive championships. But the Lakers lost to the Pistons in the Finals the following season.

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.