Lamar Jackson Takes Legal Action Against Dale Earnhardt Jr. Over Trademark Dispute Involving Iconic No. 8

Baltimore Ravens quarterback Lamar Jackson is turning heads far beyond the football field as he pursues a legal battle against NASCAR icon Dale Earnhardt Jr. over the trademark rights to the legendary No. 8.

In a move that has shocked fans of both the NFL and NASCAR, Lamar Jackson—known for his electric plays, MVP status, and now increasing entrepreneurial activity—has filed a formal trademark infringement lawsuit targeting Dale Earnhardt Jr., a legendary name in motorsports who made the No. 8 car a household symbol during the peak of his racing career.

A Legal Showdown Between Sports Icons

According to legal documents filed earlier this week, Lamar Jackson’s legal team claims that Dale Earnhardt Jr. is “improperly and unlawfully” restricting the Baltimore Ravens quarterback from using the number 8 as part of his personal branding efforts.

Jackson, who has worn the No. 8 jersey since entering the NFL in 2018, has reportedly made significant investments into launching an apparel and branding line named “Era 8,” a business venture that centers heavily around his jersey number.

Dale Earnhardt Jr., however, has long held a federal trademark for the No. 8 in conjunction with motorsports merchandise, and his legal representatives argue that Jackson’s branding infringes upon that existing intellectual property.

The dispute has escalated in recent months, culminating in Jackson initiating formal legal action with hopes of asserting his own right to commercially use the number in football-related ventures and beyond.

The Roots of the No. 8 Dispute

The number 8 carries deep significance for both men—each representing it on the national stage in vastly different arenas.

For Earnhardt Jr., the No. 8 car is forever linked to his early NASCAR Cup Series success, with the red Budweiser Chevy becoming an iconic fixture in American auto racing during the early 2000s.

The number, associated with his grandfather Ralph Earnhardt, was carried on Dale Jr.’s car during some of the most memorable moments of his racing career.

Jackson, meanwhile, chose No. 8 in honor of another sports legend—former NBA star Kobe Bryant, who wore No. 8 in the first half of his legendary basketball career.

The number has become synonymous with Jackson’s rise to NFL stardom, making it more than just a jersey number but a core piece of his identity on and off the field.

Legal Arguments on Both Sides

Lamar Jackson’s lawyers argue that Dale Earnhardt Jr.’s claim to the number does not extend to football or general lifestyle branding and that the scope of Earnhardt’s trademark is limited to racing and related merchandise.

In contrast, Jackson’s “Era 8” branding is part of a broader initiative that includes athletic wear, youth programs, and digital content, none of which directly overlap with Earnhardt’s existing trademarks.

Furthermore, Jackson’s team maintains that the uniqueness of Jackson’s personal story, paired with the distinct design of his branding elements, avoids any consumer confusion—one of the central tests in trademark disputes.

Dale Earnhardt Jr.’s legal team, however, sees things differently. They argue that the popularity of the No. 8 in association with Earnhardt’s name is so culturally embedded that allowing other high-profile athletes to monetize the number in adjacent industries could dilute its value and cause market confusion. While they haven’t sought damages, Earnhardt’s representatives have reportedly sent cease-and-desist letters to Jackson’s business managers, which were ignored.

The Rise of “Era 8” and Jackson’s Business Ambitions

Jackson’s entrepreneurial journey has been on the rise. Since signing his $260 million contract extension with the Ravens, he has expanded his portfolio beyond football, becoming increasingly active in business, fashion, and philanthropy.

His “Era 8” brand has already launched custom cleats, limited-edition merchandise, and is working on entering youth sports apparel markets.

Sources close to Jackson say the quarterback views the No. 8 as “more than a number”—calling it a symbol of personal transformation, resilience, and leadership.

“He’s built his entire public brand around the number,” one business partner noted.

“This isn’t just about football jerseys. This is about identity, empowerment, and a vision that Lamar wants to extend to his community.”

NASCAR Fans React to the Controversy

Unsurprisingly, the news has generated strong reactions on social media and from fans across both sports.

NASCAR enthusiasts remain fiercely loyal to Dale Earnhardt Jr., and many have taken to X (formerly Twitter) to express their disapproval of Jackson’s legal maneuver.

“The No. 8 will always belong to Dale Jr.,” one user posted. “Lamar Jackson needs to pick a new number if he wants to build a brand.”

But Jackson’s fans are equally passionate, defending the quarterback’s right to stake his own claim to the number in a completely different industry.

“This is about football. Dale Jr. doesn’t own every No. 8 on the planet,” another fan countered. “Lamar made 8 iconic on the football field. Let them both eat.”

Expert Opinions on the Trademark Clash

Legal experts say this type of case represents the new frontier of intellectual property conflicts in the era of personal branding.

“We are seeing a growing number of athletes who are more business-savvy than ever before,” said IP attorney Vanessa C. Holmes, who specializes in athlete branding.

“As personal brands become as important as on-field success, numbers, nicknames, and slogans become valuable IP assets. This dispute is a reflection of that shift.”

Holmes noted that the outcome will likely hinge on whether Jackson’s use of the number is deemed likely to cause confusion with Earnhardt’s established branding.

“If Jackson can demonstrate that his use is in a different industry and targeted to a different audience, the court may side with him. But it will be close.”

A Broader Conversation About Athlete Branding

This legal showdown arrives at a time when more athletes are looking to secure their future outside the lines of the game.

From Tom Brady’s TB12 brand to LeBron James’ “King James” moniker, sports figures are taking control of their image—and intellectual property is becoming the battleground.

The NFL, in particular, has seen a rise in personalized trademarks. Patrick Mahomes, Jalen Hurts, and others have filed trademarks for phrases, logos, and symbols associated with their likeness.

The jersey number, often viewed as the most visible and consistent identifier, is becoming a centerpiece in branding efforts.

Jackson’s bold move to fight for No. 8 may set a precedent for athletes across leagues and generations.

Dale Earnhardt Jr.’s Response

While Earnhardt Jr. has not issued a lengthy public comment, he briefly addressed the lawsuit on his podcast, The Dale Jr. Download.

“I’m surprised, honestly,” he said. “I’ve got nothing but respect for Lamar as a player and as a person. But that number means a lot to me and my family. I’ve worked hard to protect it, and I’m gonna keep doing that.”

His comments reflect the emotional weight the number holds for the Earnhardt family, particularly as the son of racing legend Dale Earnhardt Sr., who died tragically in a crash at Daytona in 2001. Many fans see the number as a sacred continuation of that legacy.

The NFL and NASCAR Worlds Collide

Never before have the NFL and NASCAR seen a crossover legal conflict involving such iconic figures.

The dispute underscores how the lines between sports, business, and branding are becoming increasingly blurred. Fans of both Lamar Jackson and Dale Earnhardt Jr. now find themselves watching a courtroom drama rather than a sports contest.

With the NFL Draft and NASCAR season both in full swing, the legal drama is adding an unexpected layer of intrigue.

What’s Next for Jackson vs. Earnhardt?

Legal experts say the case could take months to resolve, especially if it heads to trial.

However, there’s also speculation that both sides could reach a private settlement, perhaps allowing Jackson limited use of the number in specific categories, or even agreeing to a licensing deal.

Until then, Jackson continues to wear No. 8 proudly as he prepares for the 2025 NFL season, while Earnhardt Jr. maintains his defense of a number that carries not just business value—but family legacy.

This trademark battle between Lamar Jackson and Dale Earnhardt Jr. may seem trivial to some, but to those involved, it represents something deeply personal.

For Jackson, it’s about building a legacy that transcends football. For Earnhardt Jr., it’s about honoring a legacy that has already been carved into the history books of American motorsports.

Whatever the outcome, this legal dispute will likely have a ripple effect across the sports industry, prompting athletes, entertainers, and entrepreneurs to think twice about the numbers and symbols they use—and who might already hold the rights to them.