Bill Belichick and Jordon Hudson aren't running from the noise around their relationship. They're trademarking it.
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Per Josh Gerben, a company owned by Belichick and managed by Hudson filed for a "Gold Digger" trademark on Aug. 25, with plans to use it as a jewelry brand. It's a direct play on one of the most common insults thrown Hudson's way since the relationship became public: she's 24, he's 73, and critics have accused her of chasing the money and the rings — not the man.
Instead of hiding from it, they're leaning in.
Bill Belichick's company has filed a trademark for GOLD DIGGER.
The filing, made with the USPTO on August 25th, claims that Bill intends to launch a GOLD DIGGER-brand of jewelry.
The company that filed the trademark lists Bill's girlfriend, Jordon, as a manager. #Belichick pic.twitter.com/SjV7Sbu1CJ
— Josh Gerben (@JoshGerben) August 27, 2025
Belichick's company, TCE Rights Management LLC, has already filed more than a dozen trademark applications this year, according to Darren Rovell of Cllct. Many tie back to Belichick's football career — "No Days Off," "Chapel Bill," and the like. But "Gold Digger" is the one that makes headlines for obvious reasons.
Hudson, a former Bridgewater State cheerleader, has been handling much of Belichick's business life. He's admitted as much while insisting she has nothing to do with UNC football, where he now coaches. She's been a constant presence since his move to Chapel Hill, even popping up in a now-viral clip where she awkwardly interrupted one of his interviews.
Rumors of an engagement between the two have floated for months, though nothing has been confirmed. They were first spotted together more than two years ago, but it wasn't until June 2024 that their relationship went public.
For a coach who built a reputation on grunts, hoodies, and stone-faced pressers, Belichick seems surprisingly comfortable putting his name — and his brand — behind a term like "Gold Digger." Call it a business move, call it trolling, or maybe both.
