North Carolina Tar Heels football team head coach Bill Belichick, 72 and his girlfriend, Jordon Hudson, 24, have filed a trademark application for the pejorative term “Gold Digger”. The application, submitted through their company TCE Rights Management LLC, designates use of the phrase on products like jewelry and keychains.
The filing appears to be a cheeky response to the public scrutiny of their relationship, especially the spotlight on their nearly 50-year age gap — notably viewed by some as a “gold digger” scenario. By owning the phrase, Hudson is embracing the label instead of shying away from it — all while padding her rapidly-inflating net worth.
Earlier this year, TCE Rights Management filed trademarks for various Belichick-related phrases—like “No Days Off”, “Chapel Bill (Bill’s Version)”, “The Belichick Way”, and more—many of which are variants of slogans Belichick popularized during his Patriots era.
The pair have leaned into public scrutiny and pushed forward with branding efforts. Despite her youth and inexperience, Hudson is emerging as a central figure in Belichick’s media and personal branding initiatives. Their trademark strategy has parallels to Taylor Swift’s legal path of reclaiming ownership, though neither have Tay Tay’s favorability rating.