When the New England Patriots won Super Bowl LI, team owner Robert Kraft labeled his fifth Lombardi Trophy “unequivocally the sweetest.”

The Patriots must be quite fond of that phrase, as they reportedly have attempted to trademark it. According to ESPN’s Darren Rovell, the team filed for a trademark for the phrase on April 17, with the intended use being for “pre-recorded DVDs featuring sports.”

Kraft first uttered the phrase on the podium in Houston after New England pulled off a miraculous comeback victory to top the Atlanta Falcons in overtime in Super Bowl LI.

“I want to say to our fans, our brilliant coaching staff, our amazing players who are so spectacular, this is unequivocally the sweetest,” Kraft said on Feb. 5.

This is not the first time the Patriots have filed for a trademark on a phrase. The team also has trademarks for “Do Your Job,” “The Patriot Way” and “We Are All Patriots.” And in preparation for a deep postseason run in the 2017 season, the Pats already have filed for the trademark of “Blitz For Six.”

Thumbnail photo via Matthew Emmons/USA TODAY Sports Images