Cowboys Legend Troy Aikman Declares War Against $882B Industry With Big Announcement Amid Lamar Jackson Lawsuit Saga

Troy Aikman’s been busier than a bar on a game day. First, he wins rings with the Cowboys, then slides into the Monday Night Football booth like its second nature. Toss in a few commercials, some podcast cameos, and you’d think he’d finally kick back, right? Nope. The man’s got more gigs than a Hollywood extra during awards season—and his latest move? Oh, it’s stirring things up big time.

A few years ago, Aikman launched “Eight,” a light lager, brewed with organic grains and no added sugars, that he co-founded with four other individuals. The kicker? Aikman’s company tasted success in no time. Thanks to that, EIGHT Brewing Co. expanded across Texas and Oklahoma. And let’s just say it’s been blowing up in Texas faster than a Dak Prescott scramble.

But if you’re thinking that Aikman’s latest gig is just about growth—yeah, not exactly. The 58-year-old Cowboys’ legend is out there taking on the $882 billion beer industry head-on. And no, we aren’t making that up. On Monday, Aikman hopped up to his official IG handle and shared a post of his EIGHT Elite Light Lager. “We are building a badge of pride for today’s health-conscious and hard-working light beer drinkers,” the post reads.

Stick with us, because that’s not the highlight of his post. Oh no. It’s the caption that literally speaks louder than words. “Most light beers are full of additives, syrups, and fillers. EIGHT isn’t. Just 90 cals, 2.6g carbs, and zero BS. If you care about what goes in your beer, drink the one that’s built better,” Aikman captioned. Just like that, the man challenged the global beer market, which is worth $882.5 billion.

If we look at the last year’s number, the global beer market size was valued at $851.15 billion in 2024. According to reports and the beer market, the value is expected to grow from $882.5 billion in 2025 to $1,167.47 billion by 2032. The interesting part? See it this way: in comparison to other alcoholic beverages, beer is one of the most loved and consumed beverages. Especially, we’re talking about millennials and Gen Z.

To make it spicier (not the beer, of course), the beer market size in the US is expected to grow significantly. We’re expecting 149.12 billion by 2032. And that’s where Troy Aikman’s EIGHT Elite Light Lager comes in. See, the Cowboys legend believes that in comparison to other beer brands (which are full of additives, syrups, and fillers), EIGHT isn’t like that at all.

As per Aikman’s company, EIGHT’s got none of the junk—no weird fillers, no added sugars, just clean, organic grains doing their thing. And oh, it just contains 90 cals, 2.6g carbs, and zero BS. The reason? It’s customers. Eight customers are identified as the people who care about what they consume—one of the reasons why Troy Aikman believes that they’re building a badge of pride for today’s health-conscious and hard-working light beer drinkers.

The kicker? Well, his brand EIGHT has been a part of a trademark dispute with none other than the Ravens‘ QB, Lamar Jackson.

Troy Aikman vs. Lamar Jackson: The NFL icons fighting for No. 8

The No. 8 has been that hottest topic and not just in the NFL, but the whole sports world, and not for the good reasons. Last year, Lamar Jackson challenged FL101 Inc., a company tied to Aikman, all because they tried trademarking the word “EIGHT.” The reason? Well, for starters, Jackson has been donning the No. 8 jersey throughout his football career. To make it more interesting, the Ravens’ QB launched his brand, ERA8.

And that’s where things got pretty interesting, or should we say conflicting? Jackson believes that Aikman’s brand “EIGHT” would confuse the customers, making it look like Aikman’s product was part of his whole ERA8 brand. And here’s the catch. Aikman doesn’t actually use the digit “8”. Oh no, The NFL legend spells out in capital letters “EIGHT.” But still, Jackson is adhered to one thing: Aikman’s brand could confuse the customers who’re using ERA8 brand.

Lamar’s attorney argued that Jackson filed the trademark before Aikman and the Cowboys’ legend’s products are, “highly similar in sound, appearance, connotation, and commercial impression.” Though FL101 owns nine trademarks with the term “EIGHT,” Lamar just challenged for bags and apparels. It’s been almost a year since the inception of this conflict, but the Jackson-Aikman trademark dispute still remains unresolved.