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3w ago

Lamar Jackson Challenges Dale Earnhardt Jr.'s Trademark Claim on Number 8

The NFL quarterback filed a Notice of Opposition, arguing that the NASCAR legend's trademark application conflicts with his 'ERA 8' brand.

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Dale Earnhardt Jr., driver of the #88 Hellmann's Chevrolet, Sheldon Creed, driver of the #18 Friends of Jaclyn Foundation Toyota, and Cole Custer, driver of the #00 HighPoint.com Ford, race during the NASCAR Xfinity Series Food City 300 at Bristol Motor Speedway on September 20, 2024 in Bristol, Tennessee.
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Overview

  • Lamar Jackson formally filed a Notice of Opposition on April 2, 2025, against Dale Earnhardt Jr.'s trademark application for a stylized version of the number 8.
  • Jackson's legal team argues that the NASCAR icon's use of a slanted font for the number 8 could cause consumer confusion with Jackson's 'ERA 8' brand, which includes clothing and merchandise.
  • Dale Earnhardt Jr. reclaimed the number 8 trademark in 2024 after it expired under the control of his stepmother, Teresa Earnhardt, and has since sought to use it for merchandise like apparel and die-cast cars.
  • This dispute will be decided by the Trademark Trial and Appeal Board, which will determine whether Earnhardt Jr.'s trademark application infringes on Jackson's existing trademarks.
  • Jackson has a history of similar trademark disputes, including an ongoing case against Troy Aikman over the word 'EIGHT,' highlighting broader trends in intellectual property conflicts among athletes.