Jordon Hudson appears to be poking fun at her relationship with Bill Belichick through new trademark filings
Jordon Hudson, who manages TCE Rights Management, has filed a trademark application for the term “gold digger” to be used on jewelry or key chains, a filing reviewed by insiders. The filing, submitted on August 25, lists Hudson’s company as the applicant and is currently awaiting assignment to an examining attorney. Hudson has not publicly commented on the filing.
The filings come as Hudson, 24, and Belichick, 73, have drawn headlines since they began dating in 2023, shortly after Belichick’s long partnership with Linda Holliday ended. The relationship has faced heightened scrutiny, including a CBS News interview in which Hudson’s remarks about their meeting drew attention to criticisms that she acts as her boyfriend’s publicist.
Belichick, the longtime coach associated with the New England Patriots, has also been connected to Belichick-branded ventures around his new coaching chapter at the University of North Carolina. In addition to the “gold digger” filing, TCE Rights Management has moved to trademark several other terms tied to Belichick’s UNC era, including “Chapel Bill (Bill’s Version),” “No Days Off (Bill’s Version)” and “Belecast,” all filed in April. The “Bill’s Version” filings may reference his publicized feud with Patriots owner Robert Kraft, a dispute that has played out in public since Belichick left the Patriots in January 2024.
Recent sightings have kept the couple in the spotlight. They were photographed in Chapel Hill, North Carolina, on August 21, dressed in matching white outfits and walking hand-in-hand while leaving a restaurant with leftovers from dinner.
Meanwhile, Belichick’s UNC era is also set to be documented for a Hulu docuseries later this fall, focusing on the program’s journey and the players’ hard work. Belichick has described UNC as a great opportunity and a place where the team’s efforts and commitment to improvement will be highlighted on screen.
Analyst note: The trademark filings appear to be a branding maneuver connected to Belichick’s new NCAA chapter, as well as Hudson’s ongoing media visibility. If successful, these terms could become recognizable elements in promotional materials around the UNC program and related entertainment content, while also allowing Hudson to build a distinctive personal brand in tandem with her relationship.
Summary: Trademark filings by Jordon Hudson’s company indicate a playful, branding-oriented strategy surrounding Belichick’s UNC tenure and the couple’s high-profile romance, with additional terms hinting at broader media and marketing plans. The parallel docuseries development could amplify interest in both the program and the dynamic between Hudson and Belichick. Positive takeaway: this blend of sports, branding and entertainment has the potential to broaden audience engagement around UNC and its new chapter.