UNC brass scratching their heads over ‘odd’ behavior by Jordon Hudson and Bill Belichick

UNC brass is trying to separate Bill Belichick, the football coach from his persona on social media amid the fallout from his relationship with 24-year-old Jordon Hudson, according to The Washington Post.

In a story published on Tuesday, one UNC official explained that Belichick, 73, has “two different sides” and that Hudson “is in charge” of his public image outside of the football program.

“It’s just so odd,” said an anonymous UNC official. “And we just don’t know what’s coming. Those two decide what they’re going to do and they do it.”

“She is very, very involved in the crafting of Bill’s projected image, everything you see on Instagram, all of that. I know it’s hard to separate out this image of Bill Belichick and Bill Belichick the North Carolina football coach. Maybe it sounds silly for me to try to separate the two things. But really the football side of Bill and now the public side of Bill have become two different things, and she is in charge of the public side.”

Belichick’s image hasn’t faired well in the public eye after his disastrous “CBS Sunday Morning” interview, which aired on April 27, during which Hudson stopping him from answering a question about how the couple met.

“Jordon was a constant presence during our interview,” CBS’s Tony Dokoupil said at the time.

After the interview aired, multiple reports painted Hudson as a controlling, self-serving diva.

An investigation by former ESPN reporter Pablo Torres alleged Hudson was banned from UNC athletic facilities, which the university and Belichick denied in a joint statement.

Belichick appeared on CBS to promote his new book, “The Art of Winning: Lessons from My Life in Football,” in which he cites Hudson as his “idea mill” and “creative muse.”

Pre-sales for the May 6 book underperformed, one person familiar with the situation told the Washington Post.

The outlet mentioned that Belichick expressed his displeasure “at the presentation of an upcoming essay/excerpt to be published in the Wall Street Journal” in an email sent to publicists at the book’s publisher Simon & Schuster, Hudson, his former Patriots administrative assistant and others on April 10.

Hudson posted a screen-grab of that email on her Instagram, set to Taylor Swift’s “Look What You Made Me Do” on April 29, after the WSJ published their essay.

“They are insanely suspicious of media,” the person familiar with the situation told the Washington Post, which reported that Hudson’s interjection during the CBS interview overshadowed the book. “It’s almost Trumpian.

“She’s not good at what she’s trying to do. And how could she be? She’s 24.”

Belichick and Hudson have maintained that they met on a flight from New York to Florida in February 2021. They reportedly began dating in 2023.

Hudson, a former NCAA champion cheerleader at Bridgewater State University, gave up training at her gym in Hingham, Mass., according to a letter she wrote to her team last year and obtained by the Washington Post.

In it, Hudson apologized for “all of the ‘baggage’ that comes with having me around; from the interlopers at practice, to the subsequent media exploitation, to the lack of dependability,” seemingly referring to the media attention she received when she and Belichick went public with their relationship last summer.

She wrote, “During this time, I have faced a slow, exterior erasure of my strong, individual identity. I can’t thank you [enough] for helping keep that in tact [sic] by embracing me, for me. It is so difficult for me to give up my time with you, because I feel like I am giving up a part of myself in the process.”

Public records list Hudson as the manager of several companies including All BB Team LLC, Coach Show LLC and Chapel Bill LLC.

Hudson did not respond The Washington Post’s requests for an interview or comment. A spokesman for Belichick declined comment.

During a Tuesday appearance on “SportsCenter,” Belichick said Hudson has nothing to do with his football program at UNC.

“That’s really off to the side, it’s a personal relationship,” he said while at the ACC Spring Meetings. “She doesn’t have anything to do with UNC football.”

It was Belichick’s first televised interview since the CBS fallout.

Belichick is set to appear on “Good Morning America” for a sit-down interview with Michael Strahan on Friday.