Baltimore Ravens quarterback and former NFL MVP Lamar Jackson is making headlines off the field this week, as he initiates legal proceedings against NASCAR legend Dale Earnhardt Jr. in a high-profile trademark dispute involving the rights to the iconic No. 8.

While the number may seem like just a digit to some, for both Jackson and Earnhardt Jr., it represents legacy, brand identity, and millions of dollars in potential merchandise revenue. The case has stirred up intense debate across sports and legal communities alike, especially considering Jackson’s prior involvement in a similar battle — this time with football royalty Troy Aikman.

The Fight Over No. 8

At the center of the controversy is the trademark and commercial use of the number 8, which Lamar Jackson has worn with pride since his college days at Louisville and now continues with the Baltimore Ravens. Jackson has built a growing personal brand around the number, incorporating it into his clothing line, marketing campaigns, and digital platforms — often stylized as simply “Era 8.”

However, Dale Earnhardt Jr. — one of the most recognizable names in motorsports — also has deep-rooted ties to the number 8. As the number he famously raced under during his early NASCAR career, including during his peak years with Dale Earnhardt Inc., No. 8 holds tremendous sentimental and commercial value. Even after shifting to other car numbers later in his career, Earnhardt Jr.’s association with No. 8 remains strong in the eyes of fans.

According to newly filed legal documents, Jackson’s attorneys allege that Earnhardt Jr. has interfered with Jackson’s efforts to fully secure the trademark rights for exclusive commercial use of the number in certain industries — including athletic apparel, video game branding, and promotional merchandise.

“Mr. Jackson has invested significantly in building the ‘Era 8’ brand,” the statement from Jackson’s legal team reads. “He seeks to protect that identity from unauthorized or conflicting commercial use that may cause confusion in the marketplace.”

Earnhardt Jr. Responds

In response, representatives for Dale Earnhardt Jr. have expressed surprise and disappointment over the lawsuit, maintaining that the NASCAR icon’s connection to No. 8 predates Jackson’s public career and remains a part of his legacy.

“We respect Lamar Jackson’s contributions to football and wish him continued success,” said a spokesperson for Earnhardt Jr. “However, the number 8 is deeply intertwined with Dale’s personal and professional history, and we will defend our right to continue using it in association with his image, charitable work, and racing heritage.”

The legal debate centers around the scope of trademark protection — particularly whether two high-profile public figures from different sports can simultaneously hold rights to the same number without infringing on each other’s commercial interests.

A Familiar Battle for Jackson

This is not Lamar Jackson’s first legal scuffle over branding and intellectual property. In 2022, Jackson was embroiled in a similar dispute with former Dallas Cowboys quarterback Troy Aikman, who objected to Jackson’s attempt to trademark “8 Elite,” claiming it was too similar to Aikman’s own “Eight Legends” brand and could dilute his established identity.

That case ultimately ended in a private settlement, with both sides agreeing to separate commercial paths and limitations on how the number could be used in relation to branding and merchandise.

Insiders believe Jackson’s legal team learned from that experience and is now being far more aggressive in asserting rights over any use of the number 8 that could potentially conflict with “Era 8” — especially in the wake of Jackson’s increasing ventures into fashion, esports, and media.

Fans Caught in the Middle

Unsurprisingly, fans are split. Supporters of Jackson argue that athletes should be able to own and protect the brands they’ve built around their identities — especially when it involves numbers that have become synonymous with their names.

Others, particularly fans from the NASCAR world, see the lawsuit as overreaching, given Dale Earnhardt Jr.’s long-standing association with the number and his family’s legacy in the sport.

Social media erupted with opinions. One Ravens fan tweeted:

“Lamar is Era 8. He’s not just wearing the number — he’s redefining it.”

Meanwhile, a NASCAR supporter countered:

“The number 8 was legendary before Lamar ever threw a football. You can’t rewrite history.”

What’s Next?

Legal experts expect a lengthy negotiation process, with both parties likely to push for some form of co-existence agreement. However, if the matter does go to court, it could set a powerful precedent for cross-sport trademark disputes in the future.

“This is more than just a number,” said intellectual property attorney Marissa Grant. “It’s about ownership of identity, legacy, and market share in a multi-billion-dollar branding economy.”

As for Lamar Jackson, he’s staying relatively quiet publicly, focusing on his offseason training — but sources say he remains “personally invested” in seeing the matter resolved in his favor.

For now, the battle for No. 8 continues — and it’s one that’s proving to be just as competitive as anything on the field or the track.