You might run into TM troubles from British Broadcasting Company. Not necessarily as initials can be re-used, but with the word "deals" might cause an issue.
But the biggest issue I see is no-one really knows "Big Broad Chain of deals" as you've just created it, so no-one is searching for it, and so you could have many 3 letter initials and make something up, which means low value (unless well known etc).
I cannot see much value I'm afraid, and likely no sale.