Inside the NFL is an opportunity for Belichick to expand his growing media umbrella. It gives him the chance to join a program he’s said he’s always admired and do so in a controlled environment alongside players he’s seen play in the league and even coached.

“I’m thrilled to join my new team at NFL Films and to work on such a historic television franchise,” said Belichick. “I’ve always appreciated Inside The NFL’s depth of analysis, and I hope to bring the same detailed insight to The CW by talking real football with real pros—Ryan, Chris and Chad—this coming season.”

Doesn’t this do more for The CW than Belichick?

Belichick noted that Inside the NFL, which launched in 1977, is a historic franchise. However, the series doesn’t have the prestige it once had since leaving HBO in 2008 and subsequently bouncing around from Showtime to Paramount+ before The CW added it last year. Still, the program remains under NFL Films, giving it legitimacy and access to clips and NFL recaps.

A partnership with Belichick could help raise the show’s profile once again while expanding Belichick’s relationship with NFL Films.

“Over the years, NFL Films and Coach Belichick have enjoyed a long and collaborative relationship,” said Steve Menzel, senior producer and showrunner, NFL Films. “Adding his football mind to an already impressive roster on Inside the NFL presents an incredible creative opportunity.”

Additionally, though the move to add Belichick undoubtedly helps The CW launch its second season of Inside the NFL, it’s worth noting that, in January, Netflix started airing Inside the NFL the day after it aired on The CW, giving the show (and Belichick) an increasingly growing audience.

The show will look to score in the ratings on Friday, Aug. 30, at 9 p.m.