Dale Earnhardt Jr. Walks Away from Trademark Battle with Lamar Jackson: “I Wasn’t Going to Fight for Something I Didn’t Need”

Charlotte, NC – Two-time NASCAR Xfinity Series champion and Hall of Famer Dale Earnhardt Jr. has addressed a recent trademark dispute that unexpectedly put him at odds with NFL superstar Lamar Jackson. The issue centered around the rights to a stylized version of the number 8 — a number long associated with Junior and his racing legacy — which clashed with Jackson’s already established “ERA 8” brand.

The trademark drama began when JR Motorsports, Dale Jr.’s racing team, filed two separate applications with the United States Patent and Trademark Office (USPTO). One application was for the iconic Budweiser-style No. 8, used by Earnhardt Jr. during his time at Dale Earnhardt Inc. (DEI). The second was for a JR Motorsports-specific No. 8 design, a version his team had used since 2019.

The Unexpected Objection from Lamar Jackson’s Camp

While many assumed the potential legal dispute would come from Teresa Earnhardt — Dale Jr.’s stepmother and widow of Dale Earnhardt Sr. — the objection actually came from the NFL world. Lamar Jackson’s representatives, who own the “ERA 8” trademark, challenged JR Motorsports’ application for the second No. 8 design. The font style of that design closely resembled Jackson’s branding, leading to concerns of brand confusion.

Dale Jr., known for his candid and no-nonsense attitude, addressed the issue on his popular podcast The Dale Jr. Download. He explained that the day after receiving the challenge, his team decided to withdraw the JR Motorsports design application rather than engage in a costly legal battle.

“The next day, actually, we filed the paperwork to abandon the acquisition of that for the JR Motorsports 8,” Earnhardt Jr. said. “We got what we wanted, and down the road, I was not gonna argue with Lamar over something that I didn’t plan on using. I wasn’t going to spend thousands of dollars with my lawyers to fight for something I didn’t need.”

The Real Prize: The Budweiser No. 8

While the JR Motorsports design is no longer in the running, Dale Jr. did successfully secure the rights to the Budweiser-style No. 8 — the one fans most closely associate with his early NASCAR career. That number and its iconic red-and-white design were made famous during his time at DEI before his highly publicized departure from the team in 2007 due to disagreements with Teresa Earnhardt.

For years, Teresa held onto the trademark, renewing it repeatedly and keeping it out of Junior’s reach. That all changed recently when she chose not to renew the rights, and Dale Jr. wasted no time filing for ownership.

“We learned that the Budweiser No. 8 trademark is not going to be continued and renewed by Teresa,” Junior said on the podcast. “We were a bit surprised by that because she kept the one trademark. Haven’t talked to Teresa. Don’t know why that was her decision, but we saw an opportunity to pick up the number and see if we could get the trademark.”

What’s Next for JR Motorsports and the No. 8?

With the Budweiser No. 8 back in his hands, Dale Jr. now has the freedom to use the design for Xfinity Series vehicles starting next season. However, using the No. 8 in the NASCAR Cup Series is still off the table — for now. Richard Childress Racing currently holds the number in that division, so unless an agreement is reached, JR Motorsports will likely continue with No. 88, which they used during their Cup Series debut at the 2025 Daytona 500.

Despite not getting both trademark designs, Junior remains content with the outcome. The Budweiser No. 8 has sentimental and historical value, and for fans, it represents the peak of his NASCAR popularity. Letting go of the alternate design was simply a strategic decision.

Conclusion: A Classy Exit from a Conflict

In a sports world often marked by drawn-out legal fights and brand wars, Dale Earnhardt Jr.’s decision to walk away quietly from the dispute with Lamar Jackson is a breath of fresh air. Rather than spark headlines with controversy, he chose focus — focusing on what matters most: legacy, authenticity, and smart business.

For fans of both motorsports and football, the brief intersection of these two worlds was unexpected — and perhaps, telling. Even in the high-stakes realm of trademarks, sometimes the wisest move is knowing which battles are worth fighting.