Bill Belichick is one of the most accomplished head coaches in the history of the National Football League (NFL). As the only coach with eight Super Bowl championships (six as a head coach, two as an assistant) who is also ranked second on the list for most wins in NFL history, he stands as a virtual lock to be inducted into the NFL's Hall of Fame in 2026, his first year of eligibility. He's just begun a new job as the head coach at the University of North Carolina.
It's all extremely impressive, but Taylor Swift still has him beat when it comes to getting trademarks approved.
Belichick and the New England Patriots, his former employer, had a very public and messy breakup after working together for 24 years. In late March and early April of 2025, a company that lists Belichick's girlfriend Jordon Hudson as manager applied for 17 trademarks of names and phrases associated with the coach. In at least four cases, he'd already been beaten there by his former team.
On September 3, 2025, the United States Patent and Trademark Office (USPTO) denied TCE Rights Management, LLC (TCE) on four of the applications it had filed. The USPTO claimed that they were too similar to trademarks already belonging to the Patriots. This was despite TCE attempting to steal a page from Swift's playbook and filing each of them as (Bill's Version).
We Are Never Ever Getting Back Together
Given Belichick's unmatched success as the Patriots' head coach, there was speculation that he'd quickly find another NFL position after he and New England parted ways. That turned out not to be the case, with reports indicating that teams were unwilling to give him the dual roles of head coach and general manager he maintained during his previous tenure.
In a pivot few saw coming, Belichick moved into the ranks of college football instead, accepting the head coaching position at the University of North Carolina. This allows him to exert the same sort of control over the school's football program that he had with the Patriots.
You Belong With Me
During his nearly quarter-century in New England, Belichick either created or became associated with several names and phrases. Some were mottos that he used to motivate or explain his coaching style, while others were related to his TV and radio appearances.
When filing its applications with the USPTO, TCE attached "(Bill's Version)" to several of the phrases, attempting to adopt Swift's successful intellectual property strategy to reclaim copyright control of her songs. TCE, however, was seeking trademarks, which don't operate the same way that copyright law does.
This meant that TCE failed to acquire trademarks for "Ignore the Noise," "No Days Off," and "Do Your Job," all phrases associated with Belichick's coaching philosophy. They were also denied the rights to "The Belestrator," a term used for Belichick's television and online appearances made while at New England.
TCE sought the trademarks for clothing, streaming media, books, and media production. The USPTO allowed TCE three months to appeal the ruling. With it unlikely that the Patriots will either abandon their trademarks or hand them over for free, Belichick and TCE will have to look for a different way to get past their cruel summer.
Related Resources
- How To Register a Trademark With the USPTO: FAQ (FindLaw's Intellectual Property Law)
- What Is a Trademark? (FindLaw's Intellectual Property Law)
- Filing Your Trademark Application: What Happens Next? (FindLaw's Learn About the Law)
