The CW has just pulled off a Haily Mary, scoring Super Bowl-winning coach Bill Belichick for Inside the NFL.

Belichick will waste no time, joining the show to provide expert commentary alongside host Ryan Clark and returning analysts Chad Johnson and Chris Long for the premiere on Friday, Aug. 30.

“Bill Belichick joining Inside the NFL is a true game-changer for this storied franchise and The CW,” Dennis Miller, president of The CW Network, said in a statement. “Not only is he one of the most accomplished coaches in NFL history, but his knowledge and passion for football is truly unmatched. Fans will now get the chance to hear his insights and better understand the nuances of the game from the master himself.”

But the news raises several questions about why and how The CW scored the NFL legend. Did someone fumble an opportunity, or is this a touchdown for all parties?

So … why did this happen?

The CW went through a regime change in 2022 after Nexstar completed its purchase of 75% ownership interest in the network. Ever since then, the network has leaned into sports and unscripted programming, including LIV Golf, WWE NXT, college football on Saturdays and, of course, Inside the NFL.

With Inside the NFL kicking off The CW’s fall programming on Aug. 30, adding Belichick starts the season strong and makes it even more of a draw for advertisers as upfront negotiations—where a large portion of yearly TV budgets are committed early—are still underway.

But why did Belichick go to The CW?

While serving as head coach of the Patriots, Belichick was never too forthcoming with the media, being so notoriously gruff that viewers might even ask questions such as, “Why doesn’t Bill Belichick like reporters?“

However, despite that past, Belichick has landed several media gigs after not securing an NFL coaching job for the upcoming season, including appearing weekly on ESPN’s Pat McAfee Show and being part of the Manningcast alternate telecast of Monday Night Football on ESPN2, according to THR.

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