OWINGS MILLS, Md. — Baltimore Ravens quarterback Lamar Jackson is looking to cut off NASCAR legend Dale Earnhardt Jr. — but not on a racetrack.
Jackson is in a trademark dispute with Earnhardt over the right to use a stylized version of No. 8, which the quarterback contends looks similar to the one he puts on clothing, footwear and headwear. The two-time NFL Most Valuable Player filed an opposition claim with the U.S. Patent and Trademark Office on Wednesday to stop Earnhardt from putting a slanted No. 8 on merchandising.
Jackson, who has worn No. 8 since his college days at Louisville, previously registered the trademark “ERA 8 by Lamar Jackson.” His filing argues Earnhardt’s attempt to trademark the No. 8 would create confusion among consumers.
“[Jackson] has expended considerable time, effort, and expense in promoting, advertising, and popularizing the number 8 in connection with his personality and fame … with the result that the relevant purchasing public has come to know, rely upon, and recognize [his] trademarks as very strong indicators of the source of [his] products provided in connection with his marks,” the filing states.
The trademark review for a challenge can take more than a year.
This isn’t the first time Jackson has tried to stop another athlete from filing a trademark on this number. Last July, Jackson challenged Hall of Fame quarterback Troy Aikman’s attempt to use “EIGHT” on apparel and bags.
When asked about this dispute with Aikman last summer, Jackson said, “We’re going to keep this about football. That’s outside noise. We’re sticking with [talking about training] camp, football and that’s it.”
