Riley said he devotes his share of revenues gleaned from "three-peat" usage — he's had trademarks on that term for about 35 years — to various charitable organizations.

The phrase has been licensed by Riley for use after the Chicago Bulls won three titles in a row, twice, when the Yankees won three straight World Series from 1998 through 2000, and when the Lakers eventually won three consecutive NBA championships from 2000 through 2002.