Trademark Dispute Resolved Between Lamar Jackson and Dale Earnhardt Jr.
In a surprising turn of events, Dale Earnhardt Jr. has agreed to withdraw his trademark claim concerning a stylized version of the number 8, following a challenge from Baltimore Ravens quarterback Lamar Jackson. This decision was announced on April 4, 2025, just two days after Jackson filed an opposition claim with the U.S. Patent and Trademark Office (USPTO).
Background of the Dispute
Lamar Jackson, who has worn the number 8 throughout his football career, from college at Louisville to his professional tenure with the Ravens, sought to protect his brand, previously registering the trademark “ERA 8 by Lamar Jackson.” Jackson’s filing argued that Earnhardt Jr.’s version of the number would provoke consumer confusion regarding merchandise associated with their brands.
Earnhardt’s Response
In response to the trademark challenge, Earnhardt announced via social media that he will adopt a new logo to represent JR Motorsports instead of using the contested version of the number 8. He expressed optimism, stating, “We are looking forward to the remainder of an already successful season.”
pic.twitter.com/uZWk8kPlcW
— Dale Earnhardt Jr. (@DaleJr) April 4, 2025
Implications of the Trademark Review
Trademark challenges can extend over a lengthy period, with reviews taking more than a year. Had the USPTO denied Earnhardt’s claim, Jackson was prepared to take legal action against Earnhardt’s unauthorized use of the logo for merchandise.
A History of Trademark Challenges
This dispute is not the first instance of Jackson taking action to safeguard his number 8 trademark. In July 2024, he challenged Pro Football Hall of Famer Troy Aikman’s attempt to trademark “EIGHT” for use in apparel and accessories. When pressed about these trademark challenges previously, Jackson remained focused, stating, “We’re going to keep this about football. That’s outside noise. We’re sticking with [talking about training] camp, football, and that’s it.”
Conclusion
The amicable resolution of this trademark dispute highlights the importance of brand identity in sports, especially as athletes increasingly leverage their personal brands. For both Jackson and Earnhardt, the outcome enables them to focus on their respective careers without the distraction of ongoing legal conflicts.
