“Belichick has had a personal PR guy for 20 years. But he doesn’t have Berj (Najarian) anymore… So Bill’s all by himself.” Sources close to the new head coach of the UNC, Bill Belichick, revealed. For 24 years, when Belichick was the Patriots‘ mastermind, Berj had one job—just make sure Belichick remains a genius in the public’s eye. And honestly, looking back at those Patriots years—yeah, that job got done.
Fast forward to now, and Berj is gone. And with that, it’s safe to say that Bill Belichick is all by himself. And that’s where all the CBS drama comes in. The 73-year-old Patriots legend is out there promoting his first book called “The Art of Winning: Lessons from My Life in Football” (set to publish on May 6). And last week, he sat down with CBS’s Tony Dokoupil to talk about his book. But not alone.
Bill was accompanied by his 24-year-old girlfriend (Bill’s supposed PR person), Jordon Hudson, and, of course, after 35 minutes of talking about his book, the topic shifted to their personal life. “We are not talking about that,” Hudson declared. They’re not going to talk about their personal life. And get this: she didn’t interrupt the interview just one time.
And just like that, what was supposed to be his book’s publicity turned into a public scrutiny of the couple’s relationship. Now? Well, right after that went down, Mike Florio of Pro Football Talk talked about how not to promote your book, literally and figuratively. Florio sat down with Michael Holley on YouTube and discussed Belichick’s public image in 2025 while talking about his book.
“He’s so accustomed to having people in the media tiptoe on moth-ridden, navy jerseys that he has completely bastardized in his own brain,” Florio said. “What publicity for a book means nobody cares about anyone’s book, you have to make them care about it. I don’t care what book it is other than the Bible. No one care.” That’s how the promotion of a book works.
By now, Belichick appeared on certain shows to promote his books. Whether it’s his appearance on Pat McAfee Show or through the social media announcements, Belichick is out there doing what he’s supposed to do to promote his book. BUT! The CBS Sunday Morning interview worked as a good publicity, no doubt. But for all the very bad reasons.
After all that went down last Sunday, Belichick justified the drama, stating, “Prior to this interview, I clearly communicated with my publicist at Simon & Schuster that any promotional interviews I participated in would agree to focus solely on the contents of the book. Unfortunately, that expectation was not honored during the interview. After this occurred several times, Jordon, with whom I share both a personal and professional relationship, stepped in to reiterate that point to help refocus the discussion.”
But was that an actual deal? I mean, did Belichick confirm with CBS about what to discuss and what not to discuss? Absolutely not—as per CBS. CBS released a statement in response to Belichick’s justification, writing, “When we agreed to speak with Mr. Belichick, it was for a wide-ranging interview. There were no preconditions or limitations to this conversation. This was confirmed repeatedly with his publisher before the interview took place and after it was completed.” There you go.
We don’t know if both parties discussed the matters they’re going to discuss in the interview. We don’t know if it was an intentional publicity stunt. But one thing’s for sure: for the time being, the old saying “Any publicity is good publicity” has completely gone wrong. On the other side of the spectrum, Jordon Hudson is now making waves like never before.
Bill Belichick’s girlfriend’s forced decisions came to light
Bill Belichick’s girlfriend is running the show for the six-time Super Bowl winning head coach. No wonder Belichick dubbed Hudson as his “creative muse.” And if the reports are accurate, Hudson reportedly “Forced” her way to star in Belichick’s starry Dunkin’ Donuts commercial. Yeah, the same commercial which aired during the Super Bowl LIX as the new powerbroker behind the coach.
The commercial featured Belichick along with Jordon and Affleck brothers—Ben and Casey. Though Jordon had no lines in the spot, she was seen punching her fist along with Affleck at one point. But if you’re thinking that Jordon’s attempt to star in the commercial was smoothly done, think again.
In fact, the former ESPN reporter Pablo Torre earlier reported that the 24-year-old Hudson used her influence as the HC’s “de facto agent” to join the coach in the commercial. Translation? Well, if you want to book Belichick for a TV commercial, you will need to go through Hudson first. Loud and clear.
“[Hudson is] the person who you need to go through to book Bill Belichick for a Super Bowl commercial or for the other commitments he has as a multi-platform personality. She’s the gateway,” Torre said. “So in this case, what I have been told reliably, is that Jordon happened to then use that power to be in the commercial as well.” All in all, it’s safe to say that Jordon Hudson is probably playing a key role in Bill Belichick’s gigs. Other than his head coaching role for the UNC, of course.
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