Bill Belichick, the six-time Super Bowl-winning head coach and longtime face of the New England Patriots, recently ran into legal trouble off the field. Alongside his rumored partner, Jordon Hudson, Belichick attempted to file several trademark applications tied to his legacy, branding them with the phrase “(Bill’s Version).” However, the U.S. Patent and Trademark Office (USPTO) denied four of these applications, stating that they were too similar to trademarks already owned by the Patriots organization.

The rejected phrases—“Do Your Job (Bill’s Version),” “Ignore the Noise (Bill’s Version),” “The Belestrator (Bill’s Version),” and “No Days Off (Bill’s Version)”—are not just iconic mantras from Belichick’s coaching tenure. They are officially registered trademarks of the Patriots, dating as far back as 2009. Even though Belichick tried to differentiate his versions with a simple parenthetical, the USPTO determined that the new trademarks could still cause confusion in the marketplace. In trademark law, that’s a deal-breaker. If consumers might mistakenly believe a product or service is endorsed by or connected to another brand—especially a famous one—the USPTO will not approve the mark.

All of these filings were submitted by TCE Rights Management, an entity believed to be managed by Hudson. The trademarks covered a wide variety of categories, from apparel and accessories to digital content, podcasts, books, entertainment services, and more. This wide scope of intended use likely triggered further scrutiny, as broader trademark applications tend to raise more legal flags.

Despite these setbacks, Belichick and Hudson have seen some success in their trademark push. They’ve already secured rights to phrases such as “Chapel Bill (Bill’s Version),” “The Belichick Way,” and “The All-Belichick Team.” These did not conflict with existing trademarks and were approved without issue. These trademarks appear to be part of a broader effort to build a media or lifestyle brand centered around Belichick’s football legacy and personality.

More recently, the duo filed for two new trademarks—“Gold Digger” and “Belecast.” According to public filings, “Gold Digger” is intended for use with jewelry, accessories, and other lifestyle products. Meanwhile, “Belecast” seems geared toward media content, likely a podcast or digital series. Both filings were made under “intent-to-use” status, which means they haven’t been launched yet but are likely part of future business plans. The “Gold Digger” filing, in particular, sparked headlines and public speculation. The choice of that term—given the public criticism and attention surrounding Hudson’s relationship with the 71-year-old Belichick—has raised questions about whether the filing was strategic, ironic, or provocative by design.

Trademark law is built on one fundamental principle: preventing consumer confusion. Even if Belichick originated these phrases in a football setting, the legal reality is that the Patriots organization owns the rights to them. This isn’t unusual. In the sports world, it’s common for teams and leagues—not individual players or coaches—to control the intellectual property tied to branding, catchphrases, and slogans. That includes sideline mottos, TV segments, and even nicknames.

To succeed in registering a trademark, applicants must demonstrate that their proposed mark is distinct, original, and not likely to be confused with existing trademarks. Even small changes—like adding a phrase in parentheses—usually don’t go far enough. In this case, “Do Your Job” and “Do Your Job (Bill’s Version)” are too close, especially when both are associated with the same football team and coach. The USPTO sided with the existing registrations and denied the new applications.

Unless Belichick and Hudson can secure licensing rights or legal permission from the Patriots, their use of these slogans will remain blocked. It’s a reminder that branding is a legal battlefield—and even legendary figures must play by the rules when it comes to intellectual property. For now, their personal brand-building efforts will have to rely on original ideas and phrases that don’t tread on territory already protected by others.

Still, the story reveals a bigger shift: high-profile sports figures are increasingly looking to capitalize on their image and legacy beyond the game. Trademarks are a key part of that strategy. Whether it’s for merchandise, media, or digital platforms, owning the rights to a name, phrase, or brand identity can open doors to long-term revenue streams. Belichick is just the latest to step into that space.

As of now, “Do Your Job” and “No Days Off” remain under the control of the New England Patriots—just like they were when they helped define a dynasty. For Belichick and Hudson, the next chapter in their off-field venture will need to be built around slogans they can truly call their own.

Sources: Bleacher Report , The Fashion Law