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Many were surprised to see Bill Belichick, let alone his 24-year-old girlfriend Jordon Hudson, in Dunkin’ Donuts’ commercial for Super Bowl 2025 in February.
The former cheerleader at Bridgewater State University, who’s seemingly acting as Belichick’s representative, “forced” her way into appearing in the Dunkin’s Super Bowl ad, according to Page Six.
“She forced her way in… but Bill saw it as a way for her to get paid,” a sports source told Page Six. “People said they’ve never seen anything like it.”
The coffee company’s ad for the big game centered around Ben Affleck and his brother, fellow actor Casey — and featured a cast of Boston stars including “Succession” actor Jeremy Strong and comedian Druski.
Hudson and Belichick wore matching Dunkin’ tracksuits in the commercial, and she didn’t have any lines, unlike the coach.
At the time, former ESPN reporter Pablo Torre reported that a reliable source told him that Hudson used her power as Belichick’s booker to then get herself involved in the project.
“[Hudson is] the person who you need to go through to book Bill Belichick for a Super Bowl commercial or for the other commitments he has as a multi-platform personality. She’s the gateway,” Torre said on his “Pablo Torre Finds Out” podcast in February. “So in this case, what I have been told reliably, is that Jordon happened to then use that power to be in the commercial as well.”
The Page Six report comes amid a media fallout over Hudson interjecting during Belichick’s recent “CBS Sunday Mornings” interview.
Hudson stopped the interview when CBS’ Tony Dokoupil asked Belichick about how they met.
Since then, multiple reports have said Hudson is involved heavily in Belichick’s career and business — and that she’s acting as his publicist.
This week, Barstool Sports founder Dave Portnoy, who knows Belichick and Hudson personally, said he’s known for months that she is “running the whole show” in terms of her involvement in Belichick’s professional life.
In a statement on Wednesday, Belichick denied that Hudson was trying to control his CBS interview, and instead explained that she was “doing her job.”
Hudson’s exact role is unclear.
She reportedly was behind the collapse of a nearly done deal between UNC and NFL Films to have the football program be the subject of “Hard Knocks,” a multi-part docuseries that usually follows NFL teams.
Hudson “demanded” to be an executive producer, and told execs to treat her with respect, or they wouldn’t get to use the coach’s “IP,” according to Page Six.
Hudson referred to herself as the chief operating officer of Belichick Productions in a December 2024 email to North Carolina officials, per a separate report by The Athletic, which said it was not able to identify any company registered under that name.
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