The battle for No. 8 centers around two prominent figures: Lamar Jackson and Dale Earnhardt Jr. Last year, DEJ Holdings, a company associated with the Earnhardt legacy, sought to trademark two stylized representations of the iconic No. 8. One version is reminiscent of the design Earnhardt Jr. showcased during his time with Dale Earnhardt Inc., which is now under the ownership of his stepmother, Teresa Earnhardt. The other version is currently in use by JR Motorsports, the racing team founded by Earnhardt Jr.
The more dynamic, slanted iteration of No. 8, famously associated with Earnhardt Jr.’s early racing career, has not faced any legal challenges. In contrast, the simpler version utilized by JR Motorsports has come under scrutiny from Lamar Jackson, who holds the trademark for Era 8, associated with his own brand.
The challenge was officially filed on Wednesday, marking the beginning of a significant trademark dispute.
However, just two days later, Earnhardt Jr. announced that JR Motorsports would retire its current No. 8 logo. Instead, the team will adopt the bolder version that Earnhardt Jr. made famous. This change comes after the original trademark held by Dale Earnhardt Inc. expired, allowing Earnhardt Jr. to secure the rights to this emblem.
Had Earnhardt Jr. chosen to contest the No. 8 that Jackson is challenging, the U.S. Patent Office’s Trademark Trial and Appeal Board would have reviewed the case to determine the validity of the trademark claim. If the board had ruled against Earnhardt Jr., he could have faced legal action for trademark infringement if he continued to use the No. 8 for merchandise, as Jackson’s trademark covers products like backpacks and apparel.
The legal filing from Jackson emphasizes the extensive efforts he has invested in promoting the No. 8, stating that the public has come to recognize his trademarks as strong indicators of his brand. This ongoing dispute highlights the intersection of sports, branding, and intellectual property rights, showcasing how two influential figures from different arenas are vying for ownership of a number that carries significant cultural weight.
