Chiefs Chase Historic Super Bowl Three-Peat — And NBA Legend Stands To Gain - DraftKings (NASDAQ:DKNG), Amer Sports (NYSE:AS)

The Kansas City Chiefs will attempt to be the first NFL team to win three straight Super Bowls when they take on the Philadelphia Eagles in Super Bowl LIX on Sunday.

While the Chiefs players, owners and sports bettors could profit from a Chiefs three-peat, an NBA legend could be one of the biggest winners.

What Happened: For the majority of the 2024 NFL season, the Kansas City Chiefs have been the favorite to win a third straight Super Bowl.

The team finished with a 15-2 record and earned the number one seed in the AFC. While the team's regular season games were often close in score, the team found ways to win.

A third straight Super Bowl win would make the Chiefs the first in NFL history to accomplish the feat, something that could help legendary NBA coach/player and team executive Pat Riley profit nicely.

As reported by cllct, the Chiefs have agreed to a deal with Riley to utilize the trademark "Three-Peat" if the team wins. Riley trademarked the phrase back in 1988.

Riley now has rights to use the phrase on apparel, beverages, backpacks and jewelry. Riley's trademark attorney John Aldrich told cllct the royalties from the trademark would go to the Pat Riley Family Foundation.

An NFL spokesperson told cllct that the deal would be between the Chiefs and Riley and not with the NFL.

Potential companies that have NFL deals and would use "Three-Peat" could include Fanatics, New Era, Riddell and Wilson, which is owned by Amer Sports AS.

A licensing industry source told cllct that Riley will likely make a 10% to 15% royalty on the wholesale price of items, which would likely mean $1.50 to $2.25 per item.

Why It's Important: Riley filed for the "Three Peat" trademark at the start of the 1988-89 season as the Los Angeles Lakers were hoping to win a third straight NBA title. Riley was the coach of the Lakers at the time.

The Lakers made it to the NBA Finals that season, but lost to the Detroit Pistons and missed out on Riley using his own trademark.

Several years later, the Chicago Bulls won three straight titles with Michael Jordan, the first NBA team to accomplish the feat since the Boston Celtics in 1966. Riley profited from the Bulls accomplishment. The Bull also won three straight from 1996 to 1998.

In Major League Baseball, the New York Yankees won three straight titles from 1998 through 2000 and used Riley's trademarked phrase. The Lakers were able to use the phrase after they accomplished the feat from 2000 to 2022, although Riley was no longer with the team.

Riley has been the president of the Miami Heat since 1995, where he was also the head coach of the team from 1995 to 2003 and 2005 to 2008. Riley has one NBA championship as a player and eight more as a coach or team executive.

The Chiefs agreeing to terms with Riley ahead of time could turn out to be bad luck. USC college football fans tried to trademark "Three-Pete," a tribute to coach Pete Carroll. The trademark office rejected the filing on account of Riley's existing trademark and USC lost to Texas in the championship game.

Sportsbook DraftKings Inc DKNG currently lists the Chiefs as the favorite in Super Bowl LIX at -1.5 and moneyline odds of -120.

The Chiefs have won three Super Bowls in five years prior to the 2024 NFL season and are in the conversation of top NFL dynasties. Becoming the first three-peat winners could cement their legendary status even further.

Win or lose, the team is already the first to win two Super Bowls and make it to a Super Bowl the following season.

If the Chiefs win on Sunday, they may want to start hitting up the trademark owner of "Four Peat," as they are the current betting favorite to win next year's Super Bowl as well.

DraftKings lists the Chiefs at +600, followed by the Baltimore Ravens at +650, Eagles at +700, Buffalo Bills at +700 and Detroit Lions at +950.

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