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Dale Earnhardt Jr. and Lamar Jackson in Trademark Dispute over Number 8
Dale Earnhardt Jr. and Lamar Jackson are currently embroiled in a unique legal struggle centered around the number 8.
Dale Jr., a well-known figure in NASCAR, made a name for himself while driving the No. 8 car. Meanwhile, Jackson has donned the same number throughout his successful football career, having earned two MVP titles during his time in the NFL.
In 2019, Jackson took the initiative to file trademark registrations for “ERA 8” and “ERA 8 BY LAMAR JACKSON,” aiming to solidify his association with the number.
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Dale Earnhardt Jr. is now seeking to trademark the number 8, specifically as it was displayed on his vehicle, with an application submitted in December of last year.
Jackson contends that Earnhardt’s trademark application interferes with his own registered trademarks. In a notice of opposition, Jackson highlighted that he is “widely associated” with the No. 8, attributing this recognition to his fame and promotion of the number through media appearances and marketing efforts. He argues that the registration could lead to potential harm to his brand.
Lamar Jackson, representing the Baltimore Ravens as #8, is also concerned about the implications of such a trademark, suggesting the driver’s application might “falsely suggest a connection” between the two public figures.
Jackson stated, “[He] has expended considerable time, effort, and expense in promoting, advertising, and popularizing the number 8 in connection with his personality and fame,” asserting that the relevant audience recognizes his trademarks as strong indicators of the origins of his products. He has requested that the trademark application from Earnhardt Jr. be “refused registration.”
Throughout his illustrious NASCAR career, Dale Earnhardt Jr. secured two Daytona 500 victories and back-to-back championships in the Xfinity Series, formerly known as the Busch Series, in the late 1990s.
NASCAR team owner Dale Earnhardt Jr. observed the practice ahead of the Daytona 500 at Daytona International Speedway.
This isn’t the first time Jackson has been involved in defending his trademark rights. Last year, he faced a similar situation when former NFL star Troy Aikman attempted to trademark the term “eight.”
As both figures continue their campaigns, the outcome of this dispute may have lasting implications not only for their brands but also for how numbers are perceived in the world of sports.
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