Troy Aikman isn’t slowing down anytime soon. After achieving great success with the Dallas Cowboys and transitioning smoothly into the Monday Night Football broadcast booth, you might expect him to kick back and relax. But instead, Aikman is busier than ever, juggling several ventures—and his latest move is turning heads across the industry.
A few years ago, Aikman co-founded a beer company called “EIGHT,” which produces a light lager made with organic grains and no added sugars. The brand quickly took off, expanding throughout Texas and Oklahoma, and it’s now gaining traction rapidly—especially in the Lone Star State.
However, this isn’t just about growth. At 58, Aikman is now positioning EIGHT to take on the massive $882 billion global beer industry. On Monday, he took to Instagram to promote EIGHT Elite Light Lager, describing it as a badge of pride for today’s health-conscious and hardworking beer drinkers.
The real buzz came from the caption, where Aikman stated that unlike many light beers, which are packed with additives, syrups, and fillers, EIGHT is clean and simple—only 90 calories, 2.6 grams of carbs, and none of the artificial extras. This bold claim amounts to a direct challenge to the traditional beer giants.
The beer industry itself is booming. In 2024, it was valued at around $851 billion and is projected to rise to over $1.1 trillion by 2032. In the U.S. alone, the market is expected to reach more than $149 billion. And this is where Aikman sees EIGHT as a standout choice, aiming at consumers who care about the quality and health impact of what they drink.
According to Aikman’s team, EIGHT contains no unnecessary ingredients—just clean, high-quality grains. Its branding centers around simplicity and integrity, hoping to resonate with modern, mindful beer drinkers.
But Aikman’s brand hasn’t been without controversy. His company, through an associated entity called FL101 Inc., is locked in a trademark dispute with NFL star Lamar Jackson. Jackson, who wears the No. 8 jersey and has a brand named ERA8, challenged Aikman’s attempt to trademark “EIGHT.”
Jackson claims that the similarity between the two names—despite Aikman spelling it out in all caps—could confuse consumers and suggest a link between the two brands. His legal team points out that while Aikman uses “EIGHT,” Jackson registered the ERA8 trademark earlier and believes Aikman’s product infringes on his branding, especially in categories like bags and apparel.
FL101 already holds nine trademarks involving the term “EIGHT,” but Jackson has specifically contested those related to merchandise. The legal disagreement has now stretched out for nearly a year, with no resolution yet in sight.
Despite the trademark drama, Aikman’s beer continues to grow in popularity, especially among health-conscious beer drinkers in the South. As the battle for the No. 8 rages off the field, both Aikman and Jackson remain firmly planted in their respective corners, defending their brands.