In an unusual ͏clash ͏between ͏͏two͏ sports icons,͏͏ Baltimore͏ Ravens͏ quarterback La͏͏͏mar Jackson has͏ initiated legal ͏proceedings͏ against ͏NA͏SC͏AR legend͏ D͏ale͏͏ E͏arnhar͏d͏t Jr͏. ͏over ͏the ͏͏͏trademark rights to a͏ ͏͏͏stylized version of͏ the͏ ͏No. 8.
This dispute highlights the growing importance of intellectual property in ͏modern sports branding, ͏where numbers, logos, ͏and symbols hold significant͏ commercial value.
Trademark Dispute͏ Over No. 8 Sparks Legal Clash
Baltimore Ravens quarterback Lamar Jackson has taken legal action against NASCAR legend Dale Earnhardt Jr. over a trademark dispute involving the number 8. Jackson, who has worn the number throughout his football career, filed a notice of opposition against Earnhardt Jr.’s attempt to trademark a stylized version of the number.
Jackson argues that Earnhardt Jr.’s trademark could create confusion among consumers, leading them to believe the two athletes are affiliated. His concern is that the trademark could harm his business ventures, particularly his “ERA 8” brand, which he registered in 2020 for use on merchandise such as clothing and accessories.
Earnhardt Jr.’s company, DEJ Holdings, filed for the trademark in 2024, marking a significant step in his decade-long effort to gain control of the stylized number 8. The number is closely associated with his NASCAR career, especially during his time with Dale Earnhardt Incorporated, where his red No. 8 Budweiser-sponsored car became iconic. The same font style is currently used by Sammy Smith, who drives the No. 8 car for JR Motorsports, a team owned by Earnhardt Jr.
This is not the first time Jackson has taken legal action to protect his brand͏. ͏He previously opposed a similar trademark ͏application by former NF͏L͏ ͏quarterback Troy Aikman, who sought ͏rights to the word “Eight.” That dispute remains unresolved.
Trademark attorney Josh Ger͏ben commented on the situation, suggesting that while the dispute is unusual, it is not unprecedented in ͏the world of sports branding. He noted that “all three figures” involved in these ͏cases: Jackson, Earnhardt Jr., and Aikman, will likely receive distinct trademarks rather than exclusive control over the No. 8͏.
Jackson maintains that Earnhardt Jr.’s trademark filing could hinder his ability to capitalize on his personal brand, which is closely tied to the number 8. He fears that his merchandise sales and overall brand recognition may suffer if Earnhardt Jr. secures the trademark rights.
As the legal battle unfolds, the dispute underscores the growing significance of branding and intellectual property in professional sports. Athletes and sports figures are increasingly seeking exclusive rights over numbers, phrases, and symbols that define their careers, leading to legal conflicts like this one. The outcome of the case could set a precedent for future disputes over iconic numbers in the sports industry.