Sources say that Bill Belichick’s younger gal pal Jordon Hudson allegedly “forced” her way into the former Patriots coach’s starry Dunkin’ Donuts commercial which aired during Super Bowl as the new powerbroker behind the coach.
The spot featured Hudson, 24, and Belichick, 73, in Dunkin’ tracksuits, co-starring with Ben Affleck and brother Casey Affleck.
A sports source familiar with the coach told Page Six, “She forced her way in…. but Bill saw it as a way for her to get paid. People said they’ve never seen anything like it.”
Hudson doesn’t have any lines in the ad, but pumps her fist along with Affleck at one point.
(Belichick has a zinger when Dunkin’s opposing “team” shows up in the over-the-top commercial, and he tells them that their drink “sounds like what’s in my garbage disposal.”)
Earlier this year, former ESPN reporter Pablo Torre reported that Hudson used her influence as Belichick’s “de facto agent” to join the six-time Super Bowl-winning coach in the Super Bowl ad for Dunkin’.
“[Hudson is] the person who you need to go through to book Bill Belichick for a Super Bowl commercial or for the other commitments he has as a multi-platform personality. She’s the gateway,” Torre said on his “Pablo Torre Finds Out” podcast at the time.
“So in this case, what I have been told reliably, is that Jordon happened to then use that power to be in the commercial as well.”
Affleck directed the ad via his company Artists Equity. A rep for the campaign did not immediately comment. Neither did a rep for the University of North Carolina, where Belichick is now head football coach.
The ad also featured starry appearances by Jeremy Strong, Druski and “Jay and Silent Bob” stars Jason Mewes and Kevin Smith.
Barstool Sports founder Dave Portnoy said this week on “The Unnamed Show” podcast of Hudson’s relationship with the former NFL coach: “I had met Jordon, and it was clear she ran the show.”
Sources previously told Page Six that Hudson also “demanded” to be an executive producer on the famed football coach’s now-scrapped season of the docuseries “Hard Knocks,” we reported.
An insider familiar with the NFL Films project said that the former cheerleader wanted to see dailies of the planned show — and allegedly told execs to treat her with respect, or they wouldn’t get to use the coach’s “IP” a source told Page Six.
The source added of the power play by Hudson: “The ‘Hard Knocks’ people were like, we can’t deal with this goodbye, and they walked away.”
The New York Times sports site the Athletic reported on Wednesday that production on the planned series to star Belichick was halted in March — partially due to Hudson’s alleged “request to be heavily involved in the project.”
Last month, Hudson’s company, Trouble Cub Enterprises, filed for 14 trademarks with the federal trademark office, People reported, to reclaim various phrases coined by the coach which are currently owned by his former team, the New England Patriots.
Belichick has noted that he and his girlfriend share “both a personal and professional relationship.”
There have been rumors that the May-December couple are engaged — after a photo obtained by Page Six showed Hudson flaunting a ring at an American Museum of Natural History luncheon in New York City.
She and Belichick went public with their romance in 2024 — three years after they met.
When Belichick was asked about the airplane meet-cute during his “CBS Sunday Morning” interview, Hudson interrupted to shut down the question in a viral moment. “We’re not talking about that,” she declared.
The CBS segment described the former cheerleader as a “constant presence” during the interview.
Belichick defended Hudson in a statement Wednesday, saying his expectation was to only discuss his new book in the interview, and, “I was surprised when unrelated topics were introduced, and I repeatedly expressed to the reporter, Tony Dokoupil, and the producers that I preferred to keep the conversation centered on the book.”
CBS said in a subsequent statement, “There were no preconditions or limitations to this conversation. This was confirmed repeatedly with his publisher [Simon & Schuster] before the interview took place and after it was completed.”
