Dale Earnhardt Jr. gives major JRM update amid trademark dispute with Lamar Jackson

Dale Earnhardt Jr. announced Friday that JR Motorsports will retire the current No. 8 font they have used since 2019 after Baltimore Ravens quarterback Lamar Jackson took legal action against the NASCAR Hall of Famer’s attempt to trademark it. JRM successfully secured the rights to the stylized No. 8 Earnhardt made famous driving for DEI in the 2000s and have thus abandoned its quest to trademark the current No. 8 font challenged by Jackson.

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— Dale Earnhardt Jr. (@DaleJr) April 4, 2025

Dale Earnhardt Jr. and Kelly Earnhardt Miller were able to secure the trademark after Teresa Earnhardt let her trademark expire last summer. The trademark for the “8” font that Sammy Smith used in 2024 is what Jackson disputed. Jackson has trademark registrations for “ERA 8” and “ERA 8 BY LAMAR JACKSON.” According to trademark attorney Josh Gerben, Esq, the issue was not with the font itself.

Dale Earnhardt Jr. versus Lamar Jackson: Trademark attorney explains dispute

“He [Earnhardt] could have put this in any font. It wouldn’t have mattered,” Gerben told Jonathan Howard of 5GOATs/On3. “So, that has nothing to do with it. It is about the number. … If you think about how trademark law works, typically, you get, you know, the owner of a brand. You know? Some people say, well, how can you trademark something like the number eight?

“Well, actually, you could in theory because if you think about it, like, Apple got a trademark we’re talking about the iPhone maker and the computer maker. Apple got a trademark on the word ‘Apple’ as it relates to computers. Right? As it specifically relates.”

In the filing, there were more claims made by Jackson’s side. Gerben summarized those points:
– He is widely associated with the number 8 due to his prominence in the NFL and the branding of his merchandise.
– Earnhardt’s registration could falsely imply a connection between the two athletes and infringe on his established rights.
– Purchasers and prospective purchasers are likely to mistakenly believe that the products Earnhardt offers are related to the products and services provided by Jackson.

This is not the first time Jackson has taken legal action against another notable athlete. Last year, the two-time MVP filed a similar opposition against Pro Football Hall of Fame quarterback Troy Aikman, who applied to trademark the word “EIGHT.” That case remains active.

5GOATs/On3’s Jonathan Howard contributed to this report.