North Carolina’s trip to Charlotte this past Saturday should have been remembered for a steady 20-3 win and Bill Belichick’s first career college victory.
Instead, the postgame narrative drifted elsewhere.
Belichick’s 24-year-old girlfriend, Jordon Hudson, once again drew attention after she was seen greeting Tar Heel players outside the locker room. According to WRAL’s Brian Murphy, Hudson not only engaged in a conversation with athletic director Bubba Cunningham and chancellor Lee Roberts, but also hugged others as they came off the field.
The scene has prompted questions about the extent of her involvement within the program.
Not great video, but Bubba Cunningham and Lee Roberts talking to Jordon Hudson after UNC’s victory last night in Charlotte. Hudson, in white by door, hugged others as they returned to locker room area. pic.twitter.com/56rAGEppwE
— Brian Murphy (@murphsturph) September 7, 2025
This was not the first instance.
Just a week earlier, Hudson was visible roaming the UNC sideline during the season-opening loss to TCU. For some, her presence both with the football team and university leadership raises questions. Hudson has not been shy in adopting a role that extends beyond the relationship with Belichick, particularly given her background as his publicist and advisor.
The Hudson storyline has been building since the spring. In May, The New York Times reported that her insistence on creative input played a role in HBO’s decision to abandon plans for a “Hard Knocks” feature on the Tar Heels. The program recently inked a deal with Hulu for a docuseries. Earlier in the year, Hudson also made headlines after interrupting a CBS "60 Minutes" interview with Belichick, adding speculation about how she manages his public image.
UNC’s administration faces a balancing act. On one hand, Belichick’s contract includes buyout terms that give him leverage in any dispute. If dismissed without cause before the end of 2027, he would be owed nearly $27 million. On the other, Hudson’s growing presence is becoming difficult to ignore.
MORE: Jordon Hudson raises eyebrows with purse full of papers at UNC game
The spotlight has extended beyond football. During the Charlotte game, the stadium’s “Gold Digger Cam” landed on Hudson, which is a not-so-subtle jab given her recent trademark filing for the phrase in connection with a jewelry line. The moment displayed how her presence has become part of the show, whether she intends it or not.
For now, UNC has one of the greatest football minds ever on its sideline, but does that come with the cost baggage? How Belichick navigates all of this will shape the early years of his tenure in Chapel Hill.
MORE COLLEGE FOOTBALL NEWS:
- Oklahoma fans showed "No love" for fourth quarter country anthem
- Paul Finebaum changes tune on Florida State
- Danny Kanell calls out AP voter over controversial ballot
- Skip Bayless continues to be on the wrong side of the Shedeur Sanders story
- Is Arch Manning overrated? A closer look at the early numbers