Who woke up today thinking they’d see the names Lamar Jackson and Dale Earnhardt Jr. in the same headlines?
In reality, this legal dust-up mostly involved Lamar’s people and Junior’s people — their respective marketing folks — but now it also includes lawyers.
And it’s all about a number: 8.
And yes, there’s some history here involving Junior’s famous father and a number that truly became iconic in the NASCAR world. More on that in a bit.
Why 8 is so important to Lamar Jackson and Dale Earnhardt Jr.
First, the background on Lamar and the number 8, which is quick and easy: 8 was his number in college and remained his number as quarterback of the NFL’s Baltimore Ravens. A few years back, he trademarked “Era 8” and uses the brand to sell all manners of merchandise.
Makes sense to protect a side-hustle when your day job is only paying some $260 million over a five-year contract.
The Junior Earnhardt background is complicated. His grandfather, Ralph Earnhardt, drove No. 8 race cars during his many years of short-track racing through the Carolinas and elsewhere. When Junior first started racing in NASCAR’s big-league Cup Series in 1999, his cars were prepared by his father’s team — Dale Earnhardt Inc. — and adorned with the No. 8.
The 8 stayed there through 2007 when Junior unceremoniously left DEI, which had been under the control of his stepmom, Teresa, who took over following the death of Dale Sr. in 2001.
The No. 8 stayed with DEI and Teresa, even after the team dissolved. Teresa finally quit renewing her trademark claim last year, and Junior, who as an owner fields cars in the Xfinity Series, jumped at the chance to take back the number and use it for competitive and marketing purposes.
All seemed right again in the Junior universe, and now this, a trademark opposition claim filed by Lamar Jackson with the U.S. Patent and Trademark Office.
Troy Aikman is also a Lamar Jackson target
The cans for Troy Aikman’s beer “Eight” #designpic.twitter.com/9ZEVZYWaT2
— Design Corner (@DesignCorner) January 5, 2022
Since both parties sell merchandise with the number attached, confusion is possible ...
