CHARLOTTE, N.C. — A legal battle over trademark rights to the number 8 has emerged between NASCAR icon Dale Earnhardt Jr. and NFL star Lamar Jackson, quarterback for the Baltimore Ravens.
The dispute centers around both athletes’ use of the number for branding and merchandising purposes. Jackson officially opposed Earnhardt’s recent trademark filing, expressing concern that it could interfere with his own brand, which heavily features the number 8. Since 2020, Jackson has sought trademarks for “Era 8” and “Era 8 by Lamar Jackson” to use on a range of merchandise such as clothing, bags, and accessories.
Jackson argues that Earnhardt’s trademark could negatively affect his ability to profit from his brand, particularly in markets where both athletes are targeting fans and consumers. His concern is that consumers could become confused or that his brand’s visibility could be diminished due to Earnhardt’s iconic association with the number.
In 2024, DEJ Holdings—a company based in Mooresville, North Carolina, and owned by Earnhardt—filed for a trademark on a specific stylized version of the number 8. This move followed years of effort by Earnhardt to secure the rights from his stepmother, Teresa Earnhardt, who had maintained control of the number’s design from his days racing for Dale Earnhardt Incorporated.
The number 8 holds deep significance in NASCAR history, largely due to Earnhardt’s success in the early 2000s. His red No. 8 Budweiser-sponsored car became one of the sport’s most recognizable images. Today, the number continues to be used by JR Motorsports, Earnhardt’s racing team, with driver Sammy Smith behind the wheel. The current car uses the same stylized font that Earnhardt made famous during his peak racing years.
This isn’t the first time Lamar Jackson has been involved in a trademark conflict over the number 8. He also filed an objection in 2024 against former NFL quarterback Troy Aikman’s attempt to trademark the word “Eight.” That case remains unresolved.
The outcome of this latest dispute could have significant implications for both athletes as they continue to expand their personal brands in the competitive world of sports merchandising.
NFL QB Lamar Jackson files trademark opposition against NASCAR’s Dale Earnhardt Jr.
