NFL’S Star and NASCAR Legend in Branding Dispute Over Number 8
BALTIMORE, Md. (WBTV) – A branding clash has emerged between two sports icons, with NFL quarterback Lamar Jackson filing a legal action to prevent NASCAR legend Dale Earnhardt Jr. from using a version of the number eight.
Jackson, who leads the Baltimore Ravens and owns an apparel brand called “Era 8,” submitted a notice of opposition on April 2. He argues that Earnhardt’s use of a stylized number eight—featured on his Xfinity Series racecars and merchandise—could harm Jackson’s own brand. Jackson holds trademarks for “ERA 8,” “ERA 8 BY LAMAR JACKSON,” and a logo incorporating these marks.
Earnhardt, for his part, owns trademarks for two stylized eights: one he used earlier in his racing career, and another introduced with his team’s 2024 Xfinity Series car. Jackson is challenging the 2024 version, claiming its use on clothing and merchandise is too similar to his own and may confuse consumers.
Jackson has previously opposed other trademark applications involving the number eight, including one connected to Hall of Fame quarterback Troy Aikman.
Despite the dispute, a Washington-based trademark attorney commented that it’s likely all parties—including Jackson, Earnhardt, and Aikman—will ultimately share space on the trademark register. He noted that none are expected to gain exclusive rights over the number eight, given its widespread use in sports and branding.
