Executive summary: Jordon Hudson, girlfriend of former NFL coach Bill Belichick, has filed to trademark the term ‘gold digger’ through their jointly managed company, aiming to commercialize the phrase amid their widely discussed age-gap relationship. This strategic move turns public criticism into a potential business opportunity.
The trademark application was submitted on August 25, 2025, by TCE Rights Management LLC, a company owned by Belichick and managed by Hudson. It specifies intent to use the mark on jewelry, key chains, and similar trinkets, as reported by multiple outlets including the New York Post and TMZ. This development comes as the couple embraces the public perception of their relationship, which has been a subject of intense media scrutiny due to their 49-year age difference.
Hudson, a 24-year-old former cheerleader and beauty pageant contestant, has been actively involved in business ventures alongside Belichick. Earlier this year, the company filed for 17 other trademarks, many of which play on Belichick’s NFL legacy, such as ‘Chapel Bill’—a nod to his current role as head coach at the University of North Carolina—and ‘The Belichick Way.’ These filings suggest a broader strategy to monetize Belichick’s brand and personal history, extending beyond football into lifestyle products.
The relationship between Hudson and Belichick became public in the summer of 2024, with the couple claiming they met on a flight in 2021. Their dynamic gained further attention when Hudson interrupted a CBS Sunday Morning interview to deflect a question about how they met, highlighting her role not just as a partner but potentially as a manager or publicist figure in his career transition.
Hudson’s business acumen is evidenced by her real estate investments, including the purchase of three multi-family homes in Boston for approximately $7.5 million in December 2023 and a $610,000 cottage on Cape Cod. These moves position her as a significant figure in their financial endeavors, underscoring a pattern of entrepreneurial activity that predates the trademark filings.
The decision to trademark ‘gold digger’ is seen as a savvy, if controversial, business tactic, drawing comparisons to how other public figures like Taylor Swift and WNBA star Angel Reese have reclaimed and monetized phrases used against them. By owning the term, Hudson and Belichick could launch a jewelry line that capitalizes on the viral nature of their story, potentially generating substantial revenue from merchandise.
As Belichick prepares for his debut as North Carolina’s head coach, with the season opener against TCU on Monday, this trademark filing adds another layer to the ongoing narrative surrounding the couple. It reflects a modern approach to celebrity branding, where personal narratives are directly leveraged for financial gain, blurring the lines between personal life and business enterprise.
The implications of this move extend beyond mere merchandise; it could set a precedent for how public figures handle negative stereotypes, transforming them into assets. However, it also raises ethical questions about profiting from such labels and the potential impact on their public image, which may evolve as they navigate this new venture.
