Miami Heat GM Pat Riley has known a bit about marketing and branding since his time in the 80’s as the head coach of the Los Angeles Lakers. Following back-to-back finals wins, Riles coined the term Three-peat and immediately had it trademarked.
While he wasn’t able to cash out on it with those 80’s Lakers, the Chicago Bulls did it in the 90’s and of course the Lakers did it in the early 2000’s with the Phil Jackson led version reloaded with Kobe and Shaq. Now Riley’s Miami Heat sit on the cusp of winning title number three in the “Big 3” era, and Riley has filed for a new trademark for “3-Peat.”
Records with the U.S. Patent & Trademark Office reveal that, last Thursday, an attorney representing Riley’s company, Riles & Co., filed a trademark to use the phrase “3-Peat” on “jewelry, namely rings and sports memorabilia.”
Riley wouldn’t have to file for a trademark if he had planned on putting “3-Peat” on the Heat’s championship rings, should they win the title, but would want to protect his investment if there were discussions about selling rings at retail.trademark was also used when the New York Yankees did it from 1998 to 2000, and the Lakers won three in a row from 2000 to ’02.
Trademarks in sports are becoming more popular. Recently Seahawks Super Bowl Champ Marshawn Lynch denied the Dodgers usage of “Beast Mode” a name Lynch trademark and used by Dodgers outfield Matt Kemp.
Cleveland Browns draft pick Johnny Manziel trademarked “The House that Johnny built” in early April, and is attempting to secure “Johnny Football.”