A popular family restaurant chain.
Here's a clear & simple case of a business that doesn't suffer from the "s" curse. The Perkins restaurants are loved for their breakfasts and their pies. So they have been able to expand the brand into multiple markets; but nowhere does anybody refer to one of the restaurants as a "Perkin". That's because the brand name is "Perkins".
Why do so many people deviate from this simple principle when talking about sports teams with a brand name that ends with "s"…referring to individual players in the singular? A player for a sports team called "Perkins" should not be called "a Perkin".
The same principle applies to Yankees, 49ers, Giants, Wolverines, Patriots…all of them.