Ravens quarterback Lamar Jackson has sparked a trademark dispute with NASCAR legend Dale Earnhardt Jr. over the No 8.
The racing driver’s company, DEJ Holdings, moved to trademark the number for merchandising back in 2024.
But on Wednesday, the NFL star filed his opposition to the motion, arguing that he ‘believes he will be damaged by the registration’.
Jackson has previously filed to trademark ‘Era 8’ and ‘Era 8 by Lamar Jackson’ for products including hats, shoes, and bags.
And the quarterback’s lawyers argue that Earnhardt Jr.’s mark is ‘highly similar’ and is therefore ‘likely to cause confusion, or cause mistake, or to deceive.’
‘(Jackson) is well-known by this number due to his notoriety and fame, along with his promotion of this number in his trademarks and in media coverage,’ his opposition reads.
Lamar Jackson has sparked a trademark dispute with NASCAR legend Dale Earnhardt Jr.
The driver’s company, DEJ Holdings, moved to trademark the number for merchandising
His red No 8 – with Budweiser sponsorship – is one of the most recognizable looks in NASCAR
‘Applicant’s Mark falsely suggests a connection with persons, living or dead, namely, Lamar Jackson, who is well known by the number 8.’
The filing continues: ‘(Jackson) has expended considerable time, effort, and expense in promoting, advertising, and popularizing the number 8 in connection with his personality and fame.’
It’s not the first time that Jackson has taken legal action over the number. He filed a similar response after NFL legend Troy Aikman moved to trademark the word ‘Eight’ in 2024.
According to WCNC Charlotte, Earnhardt had spent more than a decade trying to secure the rights to a version of the No 8 from his stepmother, Teresa.
His red car featuring the No 8 – alongside sponsorship by Budweiser – grew to become one of the most recognizable looks in NASCAR.