JR Motorsports Drops Challenge to Trademark the “8” in Favor of Dale Earnhardt Jr.’s Iconic Stylized “8”

JR Motorsports (JRM), the team founded by NASCAR legend Dale Earnhardt Jr., has announced it will no longer pursue its quest to trademark the current “8” logo, the one associated with the team’s racing operations. Instead, the organization will shift its focus to using the stylized “8” made famous by Earnhardt himself, which he recently secured as a trademark after a successful filing process that cleared without opposition.

The decision marks a significant pivot for JRM, as the team had previously made attempts to trademark the “8” logo commonly used for its race cars and other branding materials. However, this move was complicated by a challenge from NFL quarterback Lamar Jackson, who also uses a stylized “8” as part of his personal branding. Jackson’s legal dispute with JRM raised questions about the ownership of the logo, leading to heightened scrutiny of the trademark filing process.

JR Motorsports will start using the stylized 8 that DaleJr made famous and that he recently was able to file for a trademark that cleared without opposition. They will abandon the quest to trademark the current 8 used by JRM and challenged by Lamar Jackson. https://t.co/OrtYqkM2MM

— Bob Pockrass (@bobpockrass) April 4, 2025

Dale Earnhardt Jr. himself made waves recently when he filed for the trademark of the iconic “8” design, a number that has been synonymous with his racing career. The stylized “8” was first popularized during Earnhardt Jr.’s years with the legendary Dale Earnhardt, Inc. (DEI), and later carried over into JR Motorsports’ success in NASCAR’s Xfinity Series. In his filing, Earnhardt Jr. emphasized that the design had become an integral part of his personal brand and legacy in motorsports, gaining recognition far beyond the NASCAR world.

The trademark application faced no opposition and was approved, giving Earnhardt Jr. exclusive rights to the stylized “8” for use in various commercial and branding contexts, including apparel, merchandise, and promotional materials. This approval allowed Earnhardt Jr. and JR Motorsports to confidently shift their focus toward fully adopting the stylized version of the number in their operations, ensuring consistency with Earnhardt’s iconic racing number and further cementing the brand’s unique identity.

In light of this development, JR Motorsports made the strategic decision to abandon its efforts to trademark the “8” logo used in its current branding. The team will now exclusively use Earnhardt’s stylized “8” moving forward, aligning with his personal legacy and avoiding potential legal complications related to the dispute with Lamar Jackson.

The move comes as part of a broader strategy by JR Motorsports to strengthen its brand identity and distinguish itself from other sports figures who may also use the “8” in their own branding efforts. For Earnhardt Jr. and the team, the stylized “8” is more than just a number — it represents a legacy of success in NASCAR, an enduring fan following, and a recognition that transcends motorsports.

JR Motorsports has emphasized that the transition to the stylized “8” will be seamless for fans and supporters. The team’s current branding materials will be updated to reflect the new design, and the iconic number will continue to appear prominently on race cars, merchandise, and promotional content.

While the challenge from Lamar Jackson’s camp may have caused some initial uncertainty, the resolution of the trademark issue allows JR Motorsports to move forward with clarity and confidence. As the team prepares for the upcoming NASCAR Xfinity Series season, the stylized “8” will serve as a symbol of Earnhardt Jr.’s impact on the sport, and the legacy he continues to build both on and off the track.