What happens when two titans of different sports collide over the same number? Because of Dale Earnhardt Jr.’s ascent through the ranks, the No. 8 has long been a representation of NASCAR’s legacy—a number that is not just painted on a car but also ingrained in the very fabric of the sport. Therefore, most people anticipated a straightforward branding change when JR Motorsports subtly revealed a revamped version of the legendary number. Rather, it was a whirlwind of misunderstanding, annoyance, and allegations that transported supporters far from the racetrack to a potential lawsuit.
It was a simple shift. No news conference. There was no drama on the team’s end. Just a quick statement and a new style eight. However, a deeper battle that had been simmering beneath the surface was revealed by that discreet move: legal documents, sports branding, and one very unexpected player from a different league. And the conflagration was unavoidable once fans started making connections.
JR Motorsports announced a redesign of its iconic No. 8, which has been associated with Dale Jr. since his early Cup Series days. The change comes amid an ongoing legal tussle over the stylized No. 8, with Baltimore Ravens quarterback Lamar Jackson at the center of the controversy. The question among NASCAR fans is whether Dale Earnhardt Jr. backpedaled from a fight that no NASCAR fan wanted him to lose.
Moving away from the version they’ve been using since 2019, JR Motorsports announced in a statement that they have “successfully secured the rights to the stylized 8” through the U.S. Patent and Trademark Office (USPTO). Fans once recognized it as a concession in a battle against an NFL star, even though the club presented it as a straightforward trademark choice. Some people think this move undermines NASCAR’s identity against the NFL, which is always in control.
— Dale Earnhardt Jr. (@DaleJr) April 4, 2025
Jackson’s trademark efforts, which include the No. 8 he has worn throughout his career, are the source of the debate. The quarterback sought legal protection for his brand. Although there isn’t any formal proof that Jackson’s legal pressure led to JR Motorsports‘ decision, fans don’t believe the coincidence. Since the number still appears to be essentially the same, many people view Earnhardt Jr.’s action as a needless capitulation and wonder why the modification was made.
Fans Call Out Dale Jr. for ‘Caving’ to the NFL and Lamar Jackson
The NASCAR community has responded strongly to this, with many interpreting it as yet another instance of the NFL’s hegemony over other sports. Fans are upset by the move and wonder if Earnhardt is truly committed to keeping a number that has long been connected to his name safe.
“Noooo you have been running the 8 since he was in diapers you shouldn’t have caved.” A fan stated. Truth be told, well before Lamar made it to the big leagues, Dale Jr. was already a household name driving the iconic #8 DEI car. This was the car in which he won his first ever Daytona 500 trophy in 2004 and continued his father Dale Earnhardt’s racing legacy. Given that the number has been in the family for so long, fans wanted Jr. to stand firm against the intimidation by the NFL player rather than accept a truce with a changed font on the iconic 8.
“Lamar blows. He can’t even win a ring, much less a lawsuit.” This response shows a great deal of doubt about Jackson’s involvement in the matter. Why should the Ravens quarterback’s trademark rights be significant enough to compel a NASCAR legend to give up his seat if he hasn’t yet won an NFL championship? The way some NASCAR fans perceive the NFL—a league where they believe hype and branding occasionally surpass real performance—is also reflected in this. The reason Jackson’s branding efforts are being treated so seriously in comparison to NASCAR’s own reputation is just as frustrating as his performance as a player.
“You’re just letting Lamar Jackson do you like that?” The idea that Earnhardt Jr. just didn’t fight hard enough is supported by this viewpoint. A fan base that has always viewed Earnhardt as a man who stood his ground finds this sense of surrender particularly upsetting. Earnhardt has always been seen as a driver who stood up for what he believed in, whether that was advocating for safety reforms following the passing of his father or defying corporate pressure in his formative years. Some people now believe that there is a lack of resolve.
“I guess the NFL won again, NASCAR is underneath it.” This remark highlights a broader cultural discussion: Fans of NASCAR have long thought that the NFL’s enormous dominance in American sports has eclipsed them. Even though NASCAR’s ratings were comparable to those of the NFL at its height in the early 2000s, the sport has lost popularity while the NFL has only gotten stronger. This decision is being seen by fans who already believe that NASCAR is not able to compete as another instance of their sport giving way to the larger, more lucrative league. It’s not just the number that’s frustrating; it’s what it stands for.
“How exactly does this stop the stupid Jackson lawsuit, though? It’s still a number 8.” Possibly the most legitimate argument is whether this update truly fixes the problem if the number’s stylization caused the problem. Earnhardt Jr.’s choice appears even more perplexing in light of the criticism that the modification doesn’t significantly change the No. 8’s appearance enough to avoid legal scrutiny. This annoyance is also a result of a general mistrust of legal disputes in sports. Fans wonder if this action truly resolves anything or if it’s just an early compromise after witnessing instances where trademark and branding issues have raged for years without obvious solutions.
Even those who understood Dale Jr.’s decision for not getting into the tricky territory of lawsuit felt that the veteran driver had a better chance of retaining the original style against Lamar. “Admittedly cringe for not fighting Lamra Jackson in court over the 8, but I get it especially if the plan was to no longer use the JRM 8 anymore anyway.”
Whatever the motivation, the responses demonstrate that the No. 8 has more than just a numerical value in NASCAR. And this battle is far from over for many.
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