Bill Belichick’s girlfriend Jordon Hudson photographed taking selfie with fan on UNC campus after coach’s first win
Hudson, who has been attending Tar Heels games since Belichick’s hire, was seen on campus days after UNC’s 20-3 victory over Charlotte; the couple face pending and rejected trademark applications tied to Belichick’s new era
Jordon Hudson, the girlfriend of North Carolina head football coach Bill Belichick, was photographed taking a selfie with a fan on the University of North Carolina campus on Sept. 11, 2025, days after the Tar Heels’ 20-3 victory over Charlotte — Belichick’s first win since taking the job.
Hudson, 24, has attended both games of Belichick’s brief tenure at UNC and has been seen interacting with supporters around Chapel Hill. Witnesses said she stopped in a parking lot on Wednesday to pose for a photo with a student who approached her. Observers noted she carried a plastic bag and wore a travel case for a Cricut cutting machine on her back.
Photographs of Hudson at the game and on campus have drawn attention in recent days as her public profile has risen alongside Belichick’s move from the New England Patriots to UNC. At Saturday’s game against Charlotte, Hudson was photographed in an all-white outfit and carrying a clear bag to comply with stadium policy. Items visible in the bag included receipts, a highlighter and a folded document that, on closer inspection, appeared to be an agreement referencing producers, directors and "connection with the Series," with the words "moral rights" highlighted.
Hudson’s Cricut travel case has prompted speculation among some fans and commentators that the cutting machine could be used to produce merchandise for the couple’s proposed brand, but those plans are not finalized. The couple, through TCE Rights Management LLC — an entity owned by Belichick and managed by Hudson — has filed multiple trademark applications with the U.S. Patent and Trademark Office for phrases tied to Belichick’s public persona, including "Do Your Job (Bill's Version)," "Ignore the Noise (Bill's Version)," "The Belestrator (Bill's Version)" and "No Days Off (Bill's Version)."
The USPTO rejected four of those applications last week, citing the existence of prior registrations owned by the New England Patriots in 2009, 2013 and 2017. In an official decision, the office wrote that "it is likely consumers would be confused, mistaken or deceived as to the commercial source of the goods and/or services of the parties." Several other applications remain pending, including one for the phrase "Gold Digger" for jewelry and key chains and others such as "Chapel Bill (Bill's Version)" and "The Dynasty (Bill's Version)." The couple has not announced a commercial launch date for any merchandise.
The suffix "(Bill's Version)" on several applications references an apparel trend that gained visibility after Taylor Swift popularized "Taylor's Version" re-recorded albums beginning in 2021; the format was later adapted on T-shirts and sweatshirts using a crest-style logo reminiscent of some sports emblems. The USPTO decisions and pending status of applications mean some proposed marks may not be available for commercial use.
Belichick, a six-time Super Bowl-winning coach with the Patriots, was hired by UNC in 2025 and has been a focal point of national media coverage since leaving the NFL. The Tar Heels’ 20-3 win over Charlotte marked the opening steps of his college coaching tenure. Hudson’s appearances at games and around campus have drawn attention from students, campus observers and national outlets covering the coach’s transition to college football.
Neither Belichick nor Hudson issued public comments about the campus photograph or the trademark filings on Thursday. TCE Rights Management’s trademark filings and the USPTO decision are part of the public record and can be reviewed through the patent office’s online database.
Hudson’s presence at UNC athletic events and in public settings is likely to remain of interest to fans as Belichick’s season progresses and as the status of the pending trademarks becomes clearer. The USPTO’s rejection of several applications underscores the legal complexities of adopting marks that resemble existing team-related trademarks and highlights the procedural steps involved when former professional affiliations intersect with new commercial ventures.