Athletes are not only known for their performance on the field—they are becoming powerful brands in their own right. Whether it’s an apparel line, a restaurant, or merchandise, the number on an athlete’s jersey has become a valuable asset. But what happens when two athletes claim the same number for branding purposes? The battle over trademark rights can get complicated.
A recent high-profile case between Baltimore Ravens quarterback Lamar Jackson and Hall of Fame quarterback Troy Aikman highlights the growing trend of athletes trademarking their jersey numbers and the legal complexities that can arise. At Thrive IP®, we understand how crucial it is to protect your brand in today’s competitive market. In this article, we break down the dispute over the number “8” and why securing a trademark is vital for athletes and entrepreneurs alike.
Lamar Jackson vs. Troy Aikman: A Trademark Showdown
Lamar Jackson, one of the NFL’s most electrifying quarterbacks, is no stranger to marketing. Jackson’s number “8” has become synonymous with his dynamic playing style. He’s seeking to trademark “Era 8 by Lamar Jackson” for his apparel line and the slogan “You 8 Yet?” to promote his restaurant, Play Action Soulfood and More.
However, Jackson’s move to secure exclusive rights to the number “8” hit a snag when Eight Brewing Co., co-founded by Troy Aikman, filed a trademark application for the number “8” on clothing and other merchandise. Aikman, a Dallas Cowboys legend, also wore the number “8” during his career, and his company plans to use it for beer and related products.
The intellectual property conflict between Jackson and Aikman centers on whether Jackson’s brand can lay claim to the number “8” in the marketplace. Jackson’s legal team argues that “8” is now deeply associated with him, particularly in the NFL, and granting the trademark to Aikman’s company would lead to consumer confusion.
Why Trademarking Your Brand Matters
In today’s world, athletes are brands. They must actively protect their names, numbers, and likenesses through trademarks. Trademarks allow athletes to own their branding, ensuring they maintain control over how it’s used and preventing others from capitalizing on their image without permission.
For example, Tom Brady has trademarked “TB12,” his initials combined with his jersey number, and used it for his apparel line and other ventures. Similarly, Giannis Antetokounmpo, known as the “Greek Freak,” has filed for trademark protection for both his nickname and his jersey number. These steps are essential for controlling their brand image and maximizing revenue.
How Intellectual Property Services Protect Your Brand
The Jackson vs. Aikman case exemplifies how intellectual property law—particularly trademark law—protects athletes’ brands. The right to control your trademarked number or name is not automatic. Athletes must prove that their mark is distinct, associated with their goods or services, and does not create confusion in the marketplace.
At Thrive IP®, we specialize in helping clients secure trademarks for logos, names, and numbers that form the foundation of their brand. Whether you are an athlete, influencer, or entrepreneur, our team of experienced attorneys can guide you through the complex trademark application process, ensuring that your brand remains protected.
Common Trademark Questions for Athletes
1. Can I trademark my jersey number?
Yes, you can trademark your jersey number as long as it is used in connection with specific goods or services, such as clothing, merchandise, or business ventures.
2. How can I protect my brand as an athlete?
Work with an experienced trademark attorney to file for trademarks on your name, number, slogan, and other brand elements. This ensures you have exclusive rights over your branding and prevents others from using it without your consent.
3. What happens if someone else registers a trademark for a number I use?
If someone else registers a similar mark, you can file an opposition with the USPTO or take legal action to protect your brand. At Thrive IP®, we can help you navigate this process.
4. How long does it take to register a trademark?
Trademark registration can take several months to a year, depending on the complexity of the case and any opposition proceedings. Our team can help expedite this process.
Why You Need a Trademark Attorney
Trademark disputes, like the one between Jackson and Aikman, can be complicated. An experienced trademark attorney can help you avoid costly mistakes, navigate the complexities of the law, and ensure that your brand is legally protected. At Thrive IP®, we specialize in intellectual property law and are here to help you safeguard your brand.
Don’t let someone else capitalize on your hard-earned reputation. Contact Thrive IP® today to schedule a consultation and learn how we can help you protect your intellectual property.