Lamar Jackson withdraws challenge to Troy Aikman’s EIGHT brand

Claims filed by two-time NFL MVP Lamar Jackson against Troy Aikman’s use of “Eight” in marketing have been withdrawn.

In July 2024, Jackson filed a pair of claims against Aikman. The Pro Football Hall of Famer turned broadcaster called his beer brand, EIGHT Elite Light Lager. Jackson felt that there was too much potential confusion with his Era 8 line.

As ESPN’s Michael Rothstein reported, those challenges have been withdrawn.

“After more than a year, two-time NFL MVP Lamar Jackson has withdrawn his challenge to Pro Football Hall of Fame quarterback Troy Aikman’s use of the No. 8 in trademarks Aikman and his company filed for in 2024, according to records from the U.S. Patent and Trademark Office,” Rothstein wrote. “Jackson’s attorney, Andrea Evans, filed a motion to withdraw the opposition with prejudice and without consent of Aikman’s team earlier this week. The claims of opposition had been agreed to be dismissed by the Patent and Trademark Office’s appeal board Tuesday.”

Trademark attorney Josh Gerben explained in further detail what Jackson’s dismissal means.

“Lamar is withdrawing this saying it’s with prejudice,” Gerben said, per Rothstein. “Meaning I can never file this again, and I’m not even having the consent of the defendant.”

Shortly after the dispute was filed, Aikman joked that he and Jackson should have a “conversation over a couple cold EIGHT beers” and even suggested Steve Young, who (like Jackson and Aikman) wore No. 8, could arbitrate.

As entertaining as that would be, it appears it will not be necessary.