Lamar Jackson takes legal action against NASCAR legend Dale Earnhardt Jr. over exclusive rights to jersey number 8

As Lamar Jackson continues to etch his name into NFL greatness, his ambitions have taken a legal detour into the world of intellectual property—specifically, the fight over who gets to own the number 8. In what’s becoming an ongoing saga of sports stars staking their claim on numerals, Jackson has now filed a formal opposition to NASCAR legend Dale Earnhardt Jr.'s trademark attempt for a stylized No. 8.The Baltimore Ravens quarterback, whose personal brand “Era 8” has steadily expanded into a lifestyle empire, filed a notice with the U.S. Patent and Trademark Office on Wednesday. This filing contests Earnhardt Jr.’s trademark for a version of the No. 8 that, according to Jackson’s legal team, could mislead consumers and dilute the identity of his brand.“(Earnhardt Jr.’s) mark falsely suggests a connection with persons, living or dead, namely, Lamar Jackson, who is well known by the number 8,” the opposition stated. This legal move follows Jackson’s previous challenge to former Dallas Cowboys quarterback Troy Aikman over a similar issue involving the word “EIGHT” used for apparel.Trademark attorney Josh Gerben, who first broke the story, believes all three athletes—Jackson, Aikman, and Earnhardt Jr.—will likely be able to coexist in the trademark register, albeit with distinct branding strategies. “None of the athletes are likely to gain exclusive control over the standalone number 8—a commonly used and highly diluted symbol in the world of sports and merchandise,” Gerben explained.The legal claim by Jackson is not targeting the iconic No. 8 associated with Earnhardt Jr.’s legendary NASCAR career. That specific version, rooted in the legacy of Dale Earnhardt Inc. and recognized since the late ’90s, remains untouched. Instead, Jackson's filing addresses a more generic, slanted version of the number that Earnhardt recently sought to trademark for use in merchandise.What’s particularly interesting is the timing. Teresa Earnhardt, widow of Dale Earnhardt Sr., had held the rights to the original No. 8 for years following the tragic passing of the racing icon. But when she allowed the registration to lapse last year, Earnhardt Jr. jumped at the opportunity to reclaim it for JR Motorsports, his current racing outfit. However, the broader version of the number—less iconic and more commercially flexible—is what triggered Jackson’s legal pushback.“Earnhardt Jr.’s registration could falsely imply a connection between the two athletes and infringe on his established rights,” Jackson’s legal filing argues.Whether this escalates or simmers down with some light-hearted banter—like Aikman’s earlier suggestion of resolving the issue “over a couple of beers”—remains to be seen. But what’s certain is that Jackson’s commitment to protecting his brand runs just as deep as his commitment to excellence on the field.Also Read: "What do you expect": Philly man slams mayor’s leadership just because he’s a die-hard Dallas Cowboys supporter