Quarterback Lamar Jackson, the current reigning NFL MVP, is taking on Pro Football Hall of Famer Troy Aikman over the use of their mutual jersey number, 8. Jackson has filed a complaint with the U.S. Patent and Trademark Office, claiming that Aikman’s attempt to use the word „EIGHT“ on clothing and bags could potentially confuse consumers. Jackson argues that his association with the number 8 through his trademarks and media presence makes him easily identifiable by the public, and Aikman’s use of the same number could lead to deception.
Jackson’s attorney has highlighted that the quarterback has invested significant time and resources in promoting the number 8 in connection with his brand and fame. He has filed appeals against FL101, a company that lists Aikman as one of its directors, for using „Eight“ on various consumer goods. FL101 owns multiple trademark applications for the use of „Eight“ on products such as beer, beach towels, and energy drinks. As of now, responses from both parties‘ legal representatives are pending.
The idea of owning a number may seem bizarre to some, but in the world of trademarks, almost anything can be registered. According to legal expert Christine Farley, trademarks can extend to sounds, smells, colors, and even single numbers. The differentiation lies in the visual representation and the category of use. The U.S. Patent and Trademark Office currently has thousands of live registered or pending trademarks containing the word „eight“ or the numeral „8,“ indicating the broad spectrum of trademarks in existence.
Interestingly, Jackson and Aikman are not the only notable sports figures associated with the number 8. Hall of Fame quarterback Steve Young, along with baseball legends Cal Ripken Jr., Yogi Berra, and Carl Yastrzemski, as well as basketball stars Kobe Bryant and Walt Bellamy, have all sported the number on their jerseys. Even Washington Capitals‘ hockey sensation Alex Ovechkin has been linked to the number 8 during his career.
The battle over ownership of the number 8 in the NFL between Lamar Jackson and Troy Aikman underscores the broader issue of trademarks and branding in the world of sports. The legal boundaries of trademark ownership extend to various aspects, including numbers, and the outcome of this case could have significant implications for future trademark disputes in the sports industry. Both parties await a resolution from the federal trademark office, but this case serves as a reminder of the intricate relationship between individual identity and branding in professional sports.
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