There’s a new rivalry that just ended before it ever really started: Baltimore Ravens quarterback Lamar Jackson vs. Dale Earnhardt Jr. No, not on the racetrack or the gridiron. This was a trademark dispute, the kind of off-field beef that sounds silly until you realize how big the stakes can be.
It started when Earnhardt’s JR Motorsports tried to file a trademark on a stylized No. 8—the same number Jackson has worn since his Louisville days and one he already trademarked under “ERA 8 by Lamar Jackson.” Jackson’s camp responded with a formal opposition, citing potential confusion and false connection.
In short: Lamar’s got the trademark. If someone else uses something too close to it for merch or branding, legal trouble isn’t just possible—it’s expected. Which is kind of the whole point. That’s how trademarks work, even if you think it’s "silly" or “just a number.”
NASCAR team takes shot at Lamar Jackson after trademark dispute
Once the dust settled and Earnhardt quietly backed off, that probably should’ve been the end of it. But RFK Racing saw a window for some social media clout and took their shot anyway.
The team posted a photo of their No. 6 and No. 17 cars with the caption:
“Excited to have Baker Mayfield and Josh Allen numbers on the cars this weekend.”
Excited to have Baker Mayfield and Josh Allen numbers on the cars this weekend pic.twitter.com/3Jb5zs7WPY
— RFK Racing (@RFKracing) April 5, 2025
Subtle? No. Clever? Kind of. Pointless? Absolutely.
Jackson didn’t say anything during the dispute, and he didn’t need to. The trademark is his. That’s the entire point of having one. If someone else tries to use something too similar—whether it’s a logo, number, or phrase—there are legal consequences. It’s not personal. It’s just how the system works.
This isn’t even the first time Jackson’s had to defend his brand. He challenged former Dallas Cowboys legend Troy Aikman last year for trying to trademark “EIGHT” on apparel. Same idea, same outcome. Jackson’s team protects the mark, and they’ve shown they’re willing to challenge anyone who crosses the line.
As for RFK Racing’s social media jab? Fine. A little funny, a little forced, but whatever. The timing was obviously intentional, and the reference was clear. Lamar being the most electric player in the NFL isn’t something that gets dimmed by a car that only turns left. Enjoy driving in circles. Chalk this one up as another W for No. 8.
