‘Gold digger’: Belichick’s girlfriend leans into criticism with trademark application

Bill Belichick is about to kick off his first season coaching at North Carolina, but if things don’t work out in Chapel Hill, he does have a few business ideas to fall back on. Or rather, his much younger girlfriend, Jordon Hudson, does.

It seems Belichick and Hudson are leaning into all the scrutiny of their relationship and its nearly 49-year age difference, hoping to cash in on the hype.

Patent attorney Josh Gerben reported in a social media post that a company owned by Belichick and run by Hudson has filed a trademark application with the U.S. Patent and Trademark Office for the phrase “gold digger.” They intend to use the name to sell jewelry and keychains.

Belichick, 73, and Hudson, 24, met in 2021 and have been dating publicly since at least June 2024. Their relationship has sparked viral interest — and criticism — online and across the sports world, not only for their age difference but for Hudson’s seemingly heavy-handed involvement in Belichick’s business and promotional affairs. The coach agreed to a five-year deal worth $10 million a season to replace Mack Brown in December. 

What other moves have the couple made?

“Gold digger” is the latest business venture that Hudson, a former cheerleader and beauty pageant contestant, has added to the couple’s portfolio. According to property records, Hudson bought a cottage in Cape Cod and three multi-family homes in the Boston area in 2023 for a little more than $8 million. 

In addition to “gold digger,” Belichick’s company, TCE Rights Management LLC, reportedly filed for 20 additional trademarks, including “Chapel Bill,” “Belestrator,” “No Days Off,” “The Belichick Way” and “Trail of Salty Tears.” 

There are currently eight active registered trademarks for “gold digger,” for use on items, including snowmobile studs, ear picks, fishing poles and metal detectors. Another seven applications, including Hudson’s, are pending approval.

How is Belichick dealing with the headlines?

The headlines surrounding the coach and his girlfriend won’t stop. Belichick has repeatedly dodged questions about his life outside of football, and he did so again on Wednesday.

“However many hours they talk about it on a network show or don’t talk about it is really not anything in our control,” Belichick said. “It’s irrelevant to us. We’re trying to focus on what we can control and what helps us win, and helps us prepare for the game. And so the rest of it is, you know, with all due respect, just noise for us.” 

Belichick, who coached in the NFL for 29 years and won six Super Bowl titles with New England, is coaching in the college ranks for the first time. He has overhauled the Tar Heels’ roster and, on Wednesday, named Gio Lopez his starting quarterback.

“Gio’s made a ton of progress,” Belichick said. “We’ve evaluated things through training camp, and now we get ready for TCU, he’ll be our starting quarterback. So, we’ll give him the majority, the reps in practice.” 

Belichick’s Tar Heels are predicted to finish 12th in the 17-team Atlantic Coast Conference. They open the season Saturday against TCU in a nationally televised game on ESPN.