After speculation surrounding the iconic DEI trademark for the No. 8 font made famous by Dale Earnhardt Jr. brought forth a number of theories about the future of the Hall of Famer, he addressed things head on during an episode of the Dale Jr. Download.
For years Dale Earnhardt Jr. has owned JR Motorsports with his sister, Kelley. The organization has built teams as high up as the Xfinity series, but does not possess a Cup Series charter. Meanwhile, Teresa Earnhardt has held the trademark which was set to expire on June 3, 2024.
“So there’s been this conversation on social media, online about the old DEI trademark for the No. 8,” said Earnhardt. “And all the things you’re reading about that for the most part are true. We have noticed that, at least as far as I know, Teresa hasn’t re-upped for that trademark. And Kelley and I both were interested in acquitting ownership of that.”
The purpose of acquiring the trademark drew much speculation from NASCAR fans, from rumors surrounding new paint schemes at JR Motorsports to a vintage line of gear on the way. Earnhardt set the record straight there as well.
“I would not be interested in spamming the NASCAR ecosystem with vintage, retro 8 gear,” said Earnhardt. “I know that there are fans that would like to have some things, so maybe would do a small batch of select – one shirt, one hat. Just figure out something sort of nice and tasteful.
“I would probably have interest in using the number in the (zMAX) CARS Tour races if Kelley would be fine with this. We have other owners in the JR Motorsports building that would have to sign off on ever using that number in the Xfinity (Series) level. But I would be wanting to activate it, I’d be wanting to get it out there and get it going.”
Dale Earnhardt Jr. on trust in Teresa Earnhardt
While Dale Earnhardt Jr.’s care for the trademark is clear from his message, the most emphatic part of his speech centered on his trust in Teresa Earnhardt to protect his legacy, along with his father’s regardless of the outcome.
“I just want to say that my feelings around this are very plan and basic,” said Earnhardt. “I either want Teresa to have it – and if she were to come in and re-up, I’d be totally comfortable and happy about that – or I would like to have it. I would love it to stay either hers or mine and not end up somewhere else.”
Whether in his hands, his sister’s or Teresa’s, Dale Earnhardt Jr. makes the message clear that his primary concern is having the trademark stay with an Earnhardt who will care for it and make the correct decision about its usage.
“There’s one thing I’ll say about Teresa is in terms of owning a trademark and protecting things like that, protecting our legacy and our family name, I have a lot of trust in her around those things,” said Earnhardt. “She’s very smart, very savvy, always thinking – she takes emotion out of business decisions and says ‘this is what’s fair, this is what’s right.’ And so in terms of this, I would be completely fine if she re-acquired the trademark.”
The outcome remains unclear at this time. Reports suggest Dale Earnhardt Jr. has applied for the trademark, meaning it could soon be in his possession with the June 3, 2024 deadline gone and no news of a decision.
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