Bill Belichick tried to persuade us in 2024 that he isn’t the curmudgeon you see on TV. For a coach famously known for his disdain for the media, he went out of his way to appear on multiple platforms where he was engaging, informative, and occasionally funny.
The Belichick media makeover did win over some folks. Others saw it as a calculated attempt to appeal to an NFL owner looking for a coach. Much to his dismay, Belichick hasn’t been able to get back on a professional sideline. Instead, in one of the most shocking college stories of all time, the six-time Super Bowl champion is the head coach of the University of North Carolina.
There are two main questions with Bill Belichick: How long will he stay in Chapel Hill? Will he have success despite having no college coaching experience? There’s also a third question: How will he treat the media after a sustained campaign to rehabilitate his image?
The older we get, the less likely we are to change. It’s easy to believe that a septuagenarian will default to his usual ways. With the New England Patriots, there was an aura of secrecy, and one of the ways Belichick protected his clandestine methods was to be dismissive, taciturn, and downright boring when speaking to the media.
Belichick could get away with that behavior as a multiple champion. The more successful he got, the more close-mouthed he became. Even though his mumbling, defiant approach was tolerated in the NFL, it might not be effective for him in college. With the Patriots, he had ultimate control over stonewalling the media. That will be challenging in a university setting where reporters can access boosters and athletic department employees as anonymous sources.
The NFL is just about coaching. The NCAA is about selling an image to your fanbase and recruits. College coaches want to be perceived in the best possible light because getting people to like you helps attract big-money donors and elite players. The media plays a significant role here. The best way for a coach to get a community on his side is to win and do so while being affable. Boosters and recruits want to play for the Belichick on The Pat McAfee Show and the ManningCast, not the sourpuss who looked increasingly unrelatable in his final years in Foxborough.
Even Nick Saban, a Belichick protege’, knew he couldn’t act as a tyrant in front of the media 24/7. He picked his spots and, on occasion, has even been complimentary. In December 2023, after winning the SEC championship game over Georgia, Saban said: “I do appreciate what you all do. You create a lot of interest. I know sometimes I get criticized for being a guy that doesn’t like the press, but I really do like you. I like what you do.”
https://www.youtube.com/watch?v=uc56IZF80CM&ab_channel=NFLonESPN
Saban has been more media savvy than Belichick who treated reporters as a nuisance. Everyone will be watching to see how Belichick deals with both the national and local reporters. Will he attempt to provide insight? Or will he come across as defensive and hostile? He has another reason to be Mr. Nice Guy. Now that he has officially signed his contract, Belichick’s buyout is only $1 million if he leaves after June 1, 2025.
If Bill Belichick still wants back into the pro game, he must continue to be on his best behavior to appeal to NFL owners. He needs to demonstrate to potential employers that he can be a positive representative for an organization. Last year, a humbler Belichick showed a willingness to change. How he treats the media this year will tell us if that was merely for show.
