Did Bill Belichick retire? How AI video and fake post duped fans over UNC coach's future

Jeff Hauser

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Did Bill Belichick retire? How AI video and fake post duped fans over UNC coach's future image

A misleading social media post caused confusion for UNC Tar Heels fans on Monday.

Before the program's biggest rivalry game against NC State, which would give Bill Belichick and his staff a boost before the offseason, some thought the 73-year-old coach was "hanging it up" for good.

Depending on where you look, you might have seen a tweet about Belichick announcing his retirement or seen a deepfake video of him doing so. However, there's no truth to him leaving. At least, as of today. 

The rumors gained traction partly because of the scrutiny surrounding Belichick’s first season at the program. The program won't be headed to a bowl game and rumors about his future and buyout talks had already drawn attention.

Did Bill Belichick announce his retirement?

With fans already uneasy, the false “retirement” announcement felt believable to many, but Belichick has already shot down retirement talk as “a bunch of garbage” and “fake news." He remains committed to the North Carolina football program and looks content with being in Chapel Hill for the long haul. 

The incident serves as another reminder that in the digital age, nothing is safe. Even credible-looking social-media posts tap into and twist existing situations.

This isn't the first time either. After the loss to Clemson, a deepfake YouTube video threw many people off. 

Bill Belichick UNC contract

Belichick, the six-time Super Bowl-winning coach, was handed a five-year contract worth $50 million. The terms of his contract included guaranteed money for the first three years. 

At $10 million per year, that's roughly one-fourth of the reported $200 million he made in the 24-year tenure with the New England Patriots. Belichick signed a lucrative, multi-year deal before getting axed by Robert Kraft after the 2023 season. 

Bill Belichick's UNC bonus structure includes performance-based incentives up to $1.75 million, according to The Athletic. Additionally, he can earn bonuses for academic success, such as achieving team GPAs of 3.0 or higher, as well as for coach of the year awards and final CFP rankings.

Coach of the Year

$100,000 for ACC Coach of the Year, and $250,000 for a National Coach of the Year award.

Academic Bonuses

Team GPA: Up to $150,000 for achieving a 3.0 GPA or higher.

Academic Progress Report (APR): A bonus of $100,000 if the team's APR is between 950 and 969, with additional bonuses for higher performance.

Watch out for the fakes 

For fans of the Tar Heels and watchers of college football coaching drama, the latest shows the importance of verifying announcements via official channels, and not just trusting a viral tweet.

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Staff Writer