Bill Belichick may possibly know that his current publicity plan isn’t a success.

According to a report from NBC Sports, Belichick has been talking to an outside P.R. specialist to boost his current book tour and possibly the overall interest in the University of North Carolina football program.

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The report comes days after the UNC head coach defended the conduct of his girlfriend, Jordon Hudson, during a CBS News Sunday Morning interview where Belichick was promoting his book.

During the interview, Hudson shut down a question regarding how the 24-year-old and 73-year-old Super Bowl champion head coach met. The interview went viral in the moments after it was posted to social media and was even spoofed in the cold open for Saturday Night Live on May 2.

In his statement, Belichick said he had clearly communicated that promotional interviews would focus only on the book, "The Art of Winning: Lessons from My Life in Football." In response, CBS released a statement denying that there were any conditions put on the interview.

Hudson is mentioned in the book's acknowledgements section, where Belichick calls her his "idea mill" and "creative muse." On Tuesday, Hudson released an email dated April 10 purportedly written by Belichick on Instagram.

Belichick won six Super Bowls as the head coach of the NFL's New England Patriots. He was hired by UNC in December despite having no collegiate coaching experience. The Tar Heels open their season Sept. 1 against TCU.

The personal relationship between Hudson and Belichick has gotten attention since even before he was hired.

Hudson routinely posts photos of herself and Belichick to her massive social media following and has appeared alongside the coach at several functions including UNC basketball games, his introductory press conference, UNC's spring practice and even appeared with him in a Dunkin Donuts Super Bowl ad during Super Bowl LIX

Belichick asked that she be copied on emails sent to him, and Hudson sent emails to athletic department personnel detailing how the hire of Stephen Belichick, Bill's son, should be handled.

But the pair also have a professional relationship. Hudson calls herself an "entrepreneur" in her Instagram profile. She has more than 92,000 followers.

Hudson is listed as the manager of at least 15 corporations in Massachusetts. Some were created in 2023 and early 2024 and deal with real estate management, hygiene and cosmetic products and event styling.

But since late 2024, most of Hudson's ventures deal directly with Belichick, including Coach Show LLC, Chapel Bill LLC and All BB Team LLC, which handles the production of the "All-Belichick Team."

Belichick hosted 14 episodes of the "Coach with Bill Belichick" podcast during the 2024 football season. Current UNC general manager Michael Lombardi was among the show's co-hosts.

In response to a public records request from WRAL, UNC said it doesn't have a contract with any of the corporations managed by Hudson.

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