The Business of "3-Peat": How Pat Riley Profits from a Championship Phrase - African American Facts Not Taught in Public Schools

1. The Trademark That Keeps on Giving

If the Kansas City Chiefs win their third consecutive Super Bowl, Pat Riley, the president of the Miami Heat, is set to make millions—even though he has nothing to do with the NFL.
The reason? He trademarked the phrase “3-Peat” and several variations of it.
Anytime merchandise, apparel, or promotional material features the phrase, Riley and his company get a cut.

💡 Key Takeaway: Trademarking a phrase can be a long-term money-making machine—regardless of whether you actively use it.

The Los Angeles Lakers were chasing their third straight NBA title in the late 1980s.
Byron Scott, a Lakers player at the time, is believed to be the first person to say “3-Peat.”
However, Pat Riley, the head coach, had the business acumen to trademark it, securing the financial benefits.
If Byron Scott truly coined the phrase, did Riley give him a cut? Or did he capitalize on a player’s words for his own profit?

💡 Key Takeaway: In business, it’s not about who says it first—it’s about who trademarks it first.

Should the person who said it first profit, or the person who trademarked it?
If Byron Scott truly originated “3-Peat,” did Riley ever acknowledge or compensate him?
This raises larger questions about ownership in sports, business, and creative industries:
- Who gets credit?
- Who gets paid?
- Who controls history?

💡 Key Takeaway: Riley played the system, but should ethical business practices include acknowledging and compensating original creators?

This situation isn’t unique—many everyday phrases have been trademarked, leading to unexpected profits for those who secured the rights.
Other notable trademarks:
- LeBron James tried to trademark “Taco Tuesday” but was denied.
- Ohio State University successfully trademarked “THE” for apparel.
- Michael Buffer makes millions every time “Let’s Get Ready to Rumble” is used.
Owning a phrase is a business move—but it often leaves out the original people who popularized it.

💡 Key Takeaway: The legal system favors those who understand trademarks—not necessarily those who create the phrase.

Merchandise using “3-Peat” has been seen on jackets, hats, shirts, and posters for decades.
The phrase will likely see another spike in sales if the Kansas City Chiefs win three straight Super Bowls.
A single jacket with “3-Peat” is selling for $5,000 on eBay—imagine how much profit is being made across all merchandise.
If Byron Scott had trademarked his own words, he could have been the one making millions.

💡 Key Takeaway: Pat Riley turned a catchy locker-room phrase into a financial empire—showing the power of business foresight.

Creatives, athletes, and innovators must understand the power of intellectual property.
If you say something catchy or create something unique, protect it legally before someone else does.
Business-minded people like Riley don’t just coach games—they play the game of capitalism.

💡 Final Takeaway: If you create something valuable, trademark it before someone else turns your words into their fortune.