Dale Earnhardt Jr. takes trademark action against Lamar Jackson

In early April 2025, a legal dispute emerged between Dale Earnhardt Jr., a renowned figure in NASCAR, and Lamar Jackson, quarterback for the Baltimore Ravens, over the trademark rights associated with the number 8. Earnhardt Jr. has a storied history with this number during his racing career, having famously driven the No. 8 car. On April 2, 2025, Jackson filed an opposition claim with the U.S. Patent and Trademark Office aimed at preventing Earnhardt from trademarking a stylized version of No. 8 that he planned to use for merchandising. Jackson's argument is grounded in his own history with that number, which he has worn throughout his football career, and his existing trademarks, including “ERA 8” and “ERA 8 by Lamar Jackson.” He contends that Earnhardt's use of the number could create confusion among consumers and harm his personal brand. In response to Jackson's legal maneuvering, Earnhardt Jr. announced on April 4 that he would abandon the original No. 8 logo in favor of a distinct stylized version, allowing him to sidestep the trademark review process. His decision followed immediately after Jackson's filing, which indicated the high stakes both athletes perceived regarding the number. This trademark dispute not only draws attention to the iconic nature of the number 8 in both NASCAR and NFL cultures but also highlights the complexities surrounding trademark registrations and use in sports. Both athletes have established notable connections to the number 8 through their respective sports. Dale Earnhardt Jr. is a NASCAR Hall of Famer with a significant legacy tied to this numeral, having celebrated two victories at the Daytona 500 and numerous accolades throughout his racing years. Jackson, on the other hand, has gained recognition as an elite quarterback, obtaining two MVP awards and first adopting the No. 8 in college with the Louisville Cardinals. Each athlete argues their right to claim the number, which has broader implications for branding and marketing within both sports. The outcome of this legal battle could have substantial financial ramifications, potentially affecting how both Earnhardt and Jackson market themselves and their brands moving forward. The trademark of the number is not just about personal identity; it is intrinsically tied to each athlete's commercial interests. As of early April 2025, the situation remains in a state of flux, and it is still uncertain if Earnhardt's recent rebranding will be satisfactory to Jackson and whether any further legal battles will ensue regarding the number 8.