Baltimore Ravens quarterback Lamar Jackson has taken his competitive spirit from the football field to the legal arena – this time targeting NASCAR legend Dale Earnhardt Jr. in a dispute over the rights to use the number 8 as a trademark.
According to filings with the U.S. Patent and Trademark Office, Jackson has formally opposed Earnhardt Jr.’s attempt to register a version of the number 8 – a move that could impact branding rights across a wide range of apparel and merchandise. The legal action, which was first reported by trademark attorney Josh Gerben, marks Jackson‘s second such challenge in recent months. He previously filed a similar objection to Troy Aikman’s attempt to trademark the word “EIGHT” in connection with his beer brand.
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Jackson’s “Era 8” brand at the center of legal tussle
At the heart of Jackson‘s case is Era 8, the NFL MVP’s personal lifestyle and sportswear brand, which features the number prominently. Jackson has applied for trademarks covering a broad array of products, including athletic clothing, bags, and sports gear. The concern, according to his filing, is that Earnhardt Jr.’s use of a stylized number 8 could create confusion in the marketplace and “falsely imply a connection between the two athletes.”
While Earnhardt Jr.’s filing includes the iconic, racing-inspired design most associated with his NASCAR career, Jackson‘s opposition specifically targets a more generic version of the number, which he believes conflicts with his own branding efforts.
Trademark lawyer Josh Gerben weighed in on the growing dispute:
“None of the athletes are likely to gain exclusive control over the standalone number 8-a commonly used and highly diluted symbol in the world of sports and merchandise,” he said.?”Ultimately, Jackson, Aikman, and Earnhardt Jr. will likely all get their registrations and coexist on the trademark register, each with slightly different branding approaches.”
From gridiron to courtroom: Jackson defends his number
This isn’t the first time the No. 8 has sparked off-field drama. Last summer, Jackson’s filing against Troy Aikman’s “EIGHT” beer brand led to a light-hearted response from the former Cowboys quarterback, who suggested settling the matter “over a couple of beers.”
It remains to be seen whether Earnhardt Jr. will offer a similarly humorous reply – or if the dispute accelerates into a drawn-out legal battle. Either way, Jackson‘s move signals a clear message: he’s serious about protecting the identity and value of his number, both on and off the field.
As branding continues to play an increasingly important role for athletes building their empires beyond the game, trademark clashes like this are likely to become more common.
For now, fans will be watching closely to see how this legal race over the No. 8 plays out.
