The 72-year-old coach, who parted ways with the Patriots early this year, inked a number of recent media deals for the next phase of his career, including hosting and commentating gigs on ESPN, ESPN2, SiriusXM, The Pat McAfee Show, and Inside the NFL on The CW.
In becoming a DoorDash spokesman, Belichick is the second iconic and irascible football coach to use his stolid reputation as a hook for a cheeky marketing campaign. Nick Saban, formerly of the University of Alabama, stars as the host from hell in a 60-second spot that has gone viral for Vrbo.
Since each coach is away from the field (Saban officially retired from the Crimson Tide), this may be an ideal opportunity to lighten up, Saban recently told ADWEEK.
“Hopefully, our legacies—mine and Bill’s—are a little more far-reaching than being the hard guys that demanded a lot from a lot of people,” he said.
Landing each coach is a coup for the brands involved, potentially leading to major payoffs and commercial gold, according to Deb Gabor, founder of Sol Marketing.
“The market is abuzz with curiosity about their next moves, and these ads play right into that conversation,” Gabor told ADWEEK. “These spots don’t just keep the coaches relevant—they keep the brands in the spotlight at a time when fans are more tuned in than ever to what these two men are up to. That’s powerful.”
Gummy worms and gift cards
“Fan Coach,” shot in Miami in June, comes from director Pete Marquis, who encouraged Belichick to improv on-set, according to the brand.
For the spot called “Options,” Belichick tossed out some nontraditional choices for game-day grub like a mixed green salad, cantaloupe, watermelon, mashed potatoes, gummy worms, and chateaubriand. Those suggestions made it into the finished video.
Six ads anchor the campaign, although it broadens out via a contest that will give away signed footballs, $50 gift cards, and limited-edition Belichick-inspired hoodies—sleeves missing, of course, but with added flair like insulated pockets for storing snacks and drinks.