$400 million worth Dale Earnhardt Jr. gets in a trademark dispute with Ravens’ Lamar Jackson

NASCAR Hall of Famer Dale Earnhardt Jr. has gotten into a trademark legal battle with NFL star Quarterback Lamar Jackson.

$400 million worth Dale Earnhardt Jr. gets in a trademark dispute with Ravens’ Lamar Jackson

Dale Earnhardt Jr. and Lamar Jackson (Via IMAGO and NY Post)

NASCAR Hall of Famer Dale Earnhardt Jr. is one of the most followed Motorsports personalities in the world. As part of expanding his brand, the veteran racer filed a trademark request for a stylized version of the number “8” which was used by him from 1999-2007. Before shifting to the number “88” (2004-2014).

This decision has got him in a legal dispute with Baltimore Ravens quarterback Lamar Jackson, who has been playing using the No:8 and has been building his brad around it. As per the reports, Jackson currently owns two trademarks, ‘ERA 8’ and ‘ERA 8 BY LAMAR JACKSON.’ He believes conflict will arise if the U.S. Patent and Trademark Office (USPTO) gives Junior the trademark.

In the opposition notice filed by Jackson, two points are made. One he is widely associated with the number owing to his NFL stardom and promotions. Second, Dale Jr.’s trademark will imply a connection between the two and result in rights infringement, as he believes in possibility of the fans mistaking one brand for another.

The legal teams of both Dale Earnhardt Jr. and Lamar Jackson has till 2026, as per the normal timeline to settle things outside the court, before Trademark Trial and Appeal Board (TTAB) make a final decision on things. But till then there is no restriction on the use of the stylized version of number 8 in any products rolled out by the Earnhardt’s.

This isn’t the first time Lamar Jackson is suing an athlete for using number “8”

Number 8 has been one of the most widely used symbols by athletes from different sports over the years but thus hasn’t stopped Lamar Jackson from attempting to making it on. The most recent individual he has disputed with, before Junior, was the Hall of Fame quarterback Troy Aikman.

Troy Aikman
Troy Aikman (Via Yahoo)

In 2024 Troy Aikman requested for the trademark of the word “EIGHT.” Jackson’s team was quick to dispute the application. The case is currently active and according to the latest reports, the legal teams of the athletes are trying to settle the matter.

It’s a tough situation for Troy Aikman, who is one of the most successful racers in the sports history. He won three Super Bowl’s and was an MVP during one of the triumphs. Aikman was the NFL Man of the Year in 1997- and six-times Pro-Bowl winner.

Getting into dispute with two Hall of Fame athletes, who had long successful career even before Jackson’s started is a bold move. He seems to be looking to get maximum control over number “8” in order to expand his brand in the future.

Voter fatigue could have pushed Lamar Jackson out of MVP race
Voter fatigue could have pushed Lamar Jackson out of MVP race (Image via Imago)

So will Jackson succeed in the legal dispute? Well, the answer is not as black and white as expected. Both parties have their own reasons to have the trademark as their legacy in the respective sports is associated with number 8.

No one is going to get a standalone trademark on the number “8” as its one of the most commonly used and diluted numbers in the sport. So, as the result, if the administration court gets involved the athletes will get their respective trademarks. The legal dispute is going to help Jackson intimidate anyone looking to make similar moves in the future.