After Dale Earnhardt’s tragic passing in 2001, the cracks in DEI widened fast. At the heart of the tension? Legacy—and the iconic No. 8. Dale Earnhardt Jr., who made the number legendary with a 2004 Daytona 500 win during his Cup Series rise, found himself at odds with stepmother Teresa Earnhardt, who refused to relinquish the trademark. Despite winning with the #8 from 1999 to 2007, he was eventually forced to part ways as he moved to Hendrick Motorsports to drive the #88.
But in a twist no one saw coming, Teresa let the rights quietly lapse last year. Dale Jr. pounced, reclaiming the number for his beloved short-track runs at Florence Motor Speedway. As Dale Earnhardt Jr. faces a similar situation in 2025, a blast from the past reminds him that his father may have already seen this coming. One candid reply from a former NASCAR driver drops a truth bomb that’s part nostalgia, part business wisdom!
Dale Earnhardt Jr. reclaims No. 8 amid trademark dispute
“Budweiser and I had some great memories with that iconic scheme and number,” Dale Earnhardt Jr. said last year announcing the return of his iconic car number that he had adorned since 1999. For Dale Jr., it wasn’t just a number. It was identity, history, and family legacy rolled into one. After being forced to give it up when he left DEI, reclaiming the No. 8 marked a symbolic win in a long, emotionally charged battle of 16 years. Fans rejoiced, nostalgic for the red-and-white rocket that once dominated NASCAR’s biggest stages.
Just when things were finally falling into place, a new challenger emerged. This time, it was from the world of football. Two-time NFL MVP Lamar Jackson, through his legal team, filed a notice of opposition claiming that Dale Jr.’s stylized No. 8 could potentially conflict with his own “Era 8” brand. The brand covers a range of products, including bags, footwear, clothing, and undergarments. It was an unexpected twist that placed two titans of their respective sports on a quiet collision course in the courtroom.
However, just hours after the news of the trademark clash broke, clarity emerged. Dale Earnhardt Jr. and his team had successfully secured the rights to the stylized No. 8 through the United States Trademark and Patent Office (USTPO). The dispute with Lamar Jackson’s “Era 8” brand, while briefly raising eyebrows, was ultimately resolved without escalating into a drawn-out legal battle. A sigh of relief for Dale Earnhardt Jr.!
As Dale Jr. shared the news on X, longtime NASCAR fans were treated to a surprise reply from former Cup Series driver Rick Mast. In a post that quickly gained traction, Mast wrote, “During a rain delay in the drivers lounge at @ItsBristolBaby in ’89 or ’90, your daddy told a group of us to get our names trademarked. He had just did it.” The comment wasn’t just a nostalgic nod—it was a priceless reminder of Dale Earnhardt Sr.’s business foresight.
During a rain delay in the drivers lounge at @ItsBristolBaby in 89 or 90 your daddy told a group of us to get our names trade marked. He had just did it. https://t.co/kVx28rLYN4
— Rick Mast (@rickmast22) April 4, 2025
It showed that the Intimidator wasn’t just dominant on the track but savvy off it, too. Dale Sr. understood the power of branding long before it became trendy. He trademarked his name, his number, and even his signature look. According to NBC Sports, his brand generated tens of millions in merchandise sales, turning him into a commercial empire. Whether it was licensing deals, team ownership, or securing image rights, Dale Earnhardt was playing a long game that many athletes didn’t even know existed.
NASCAR analyst and former Cup Series driver Jeff Burton spoke about Dale Earnhardt’s business-oriented mind back in 2021, saying, “He gave me advice that, ‘The most important thing you have is your name. Don’t ever give anyone the rights to your name.’ And he really thought about the business side and how to utilize the work he had done to build the name he had. Those were important to him.” Earnhardt worked tirelessly to become the legend he was, and he was not ready to see someone else profit off his success. And being the generous soul he was, he always spread the word to anyone he worked with, encouraging them to protect their success.
Hopefully, Dale Earnhardt Jr. will carry that legacy forward. Not just with speed on the track, but with sharpness in the boardroom too.
Lamar Jackson’s trademark playbook: Is a pattern emerging?
Lamar Jackson’s clash with Dale Earnhardt Jr. isn’t his first trademark tussle. In fact, it’s part of a growing pattern. The NFL star has aggressively defended his “Era 8” brand, filing trademarks for a wide range of apparel and accessories. But his strategy has rubbed more than just NASCAR the wrong way.
In 2023, Jackson’s legal team targeted Hall of Fame quarterback Troy Aikman. The issue? Aikman’s beer brand “Eight,” which Jackson’s attorneys argued could create confusion with “Era 8.” The claim drew attention not just for its boldness but for its reach. Jackson’s filings cover everything from shirts and shoes to backpacks and underwear. It sparked debates around branding overlap and athlete trademarks. The Jackson vs. Aikman issue remains unresolved. Legal proceedings are ongoing, with trademark boards still evaluating both sides. It’s still early, but both camps are standing firm. This case could set a precedent for how far athlete trademarks can stretch. However, critics are now raising their eyebrows at Jackson’s approach.
While protecting a brand is valid, some feel he’s overreaching. Filing against high-profile names like Aikman and now clashing with Dale Earnhardt Jr. suggests a pattern that leans more combative than protective. With one case unresolved and another just settled, Jackson’s trademark tactics are under serious scrutiny. Will his aggressive legal strategy help his brand or ultimately hurt his reputation? Let us know in the comments!
The post Former NASCAR Driver Schools Dale Jr. With Priceless Intimidator Lesson Amidst Lamar Jackson’s Legal Ambush appeared first on EssentiallySports.