To get in the running for the swag—and as a mirror of the campaign’s concept—consumers will be invited to ask their own questions via #FanCoachSweeps about food, game-day rituals, or football minutiae. They will presumably get on-brand responses from Belichick through Instagram, TikTok, and X.

Belichick, in a statement, said he’s “excited” about the brand collaboration and fan coaching, as “DoorDash has mastered the playbook when it comes to delivering the perfect at-home game-day experience.”

The marketing effort also includes partnerships with A-list footballers Julian Edelman, Matt Ryan, Deion Sanders, and the now-ubiquitous Jason Kelce, who will post related content on their social channels.

“Fan Coach” continues the DoorDash outreach to sports fans after the brand’s history-making Super Bowl 2024’s “DoorDash-All-The-Ads.” The campaign, from Wieden+Kennedy Portland, won the Dan Wieden Titanium Grand Prix at Cannes Lions this summer.

Food for thought

While that work positioned the brand as an all-encompassing portal for consumer goods—with the ongoing platform called “Your Door to More”—the new ads bring the focus squarely back to food. The campaign coincides with viewing parties and spikes in orders around football season, Chapman said, and it will include promos with local vendors and restaurants.

“Fan Coach” is the first work to be released after some internal restructuring, with Chapman brought in about three months ago to oversee the combination of brand and creative divisions, per chief marketing officer Kofi Amoo-Gottfried.

Chapman—an alum of Chime, Uber, and Anheuser-Busch’s Budweiser—said the change comes as DoorDash looks to be “more culturally relevant” while “expanding and scaling work at a faster pace.”

“Fan Coach” is “the first fruit of that particular labor,” Chapman said, with the goal of “being able to avoid the bottlenecks that happen when you have siloed organizations.”