You know when somebody who works in sports has truly made it big? Broken the proverbial shackles and glass box containing them within the confines of their game and ascended to mainstream stardom and celebrity status? There’s a historic precedent, a litmus test. It’s appearing in a Super Bowl commercial. For a guy who avoided the media like the plague for much of his career, Bill Belichick sure has softened his stance a bit. During the last Super Bowl, he appeared in a Dunkin’ ad alongside a stacked ensemble. Ben Affleck, Casey Affleck, Succession star Jeremy Strong, and even comedian/content creator Druski. There was one more person, whose inclusion and how it came about have been met with hostility.

Bill Belichick’s girlfriend, Jordon Hudson, made an appearance in the ad, to the surprise of many. Now she didn’t have any dialogue but was very much a part. This was a huge deal that, initially, people were divided over. Now, some alleged details about how it transpired have surfaced. After which the masses are in unison against not only Jordon, but Belichick, too.

Pablo Torre, formerly of ESPN, leveraged some intel around the truth behind Jordon being in the commercial at the time it aired. Over his Pablo Torre Finds Out podcast, he said, “[Jordan 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. 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.” This resurfacing, while the couple is already in the middle of a media storm, isn’t a good look. Interestingly, Belichick isn’t exempt from blame either. A fresh wrinkle in this story has just spawned on the airwaves.

Media outlet Page Six reports, “A sports source familiar with the coach told Page Six, ‘She forced her way in…. but Bill [Belichick] saw it as a way for her to get paid. People said they’ve never seen anything like it’.” So it turns out, Belichick facilitated Jordon’s attempt to fast-track her way to a situation people work for years towards. Naturally, this hasn’t gone down too well on social media. Over the past week, there has been a lot of momentum behind what’s becoming a self-induced smear campaign for this couple. So much so that even UNC athletics has had to get involved. Unless you’ve been living under a rock, sans access to the internet, you realize this Page Six story fuels the flames of an already contentious and prevalent topic of discourse.

This revelation was relayed by X handle @_MLFootball over to their 340k followers. The reaction, let’s just say, wasn’t very welcoming. Not towards Bill Belichick, who continues to look like someone being pushed around by his partner. And certainly not towards Jordon Hudson. Who’s already been a target of immense hate and criticism for her proactivity and overbearing involvement in Belichick’s professional life. Here are some of the most scathing reactions to the aforementioned X post.

College Football fans are seething over more Bill Belichick-Jordon Hudson drama

One person didn’t mince their words whatsoever, saying, “Hudson is clearly a burden on Belichick.” That’s very derivative and over the top. But unfortunately, this is becoming a common sentiment within the football sphere and beyond. “I coulda told you that by watching the commercial,” wrote another.

“Bill has to put his foot down,” said another person. This, of course, shows the growing frustration of how Jordon Hudson has penetrated Bill Belichick’s professional life. Earlier this week, there was even a report that NFL Films’ decision to film a season of “Hard Knocks” with UNC got shelved because she tried to get involved from a production standpoint. “Nah she might be a lil crazy,” wrote another. These types of comments can definitely not be condoned. But they give you a temperature check of how the public is feeling about Jordon.

One person wants the animosity to be directed towards Bill Belichick for letting all this transpire. “Blame him, not her. He can say no. If he’s too weak to tell her no, that’s on him,” they wrote. Alas, it doesn’t seem like we’re approaching the end of the discourse around this couple anytime soon. Hopefully, footballing matters can begin taking precedence in Chapel Hill soon. As if Belichick doesn’t already have a mammoth task at hand as he makes his first foray into collegiate coaching. This sort of distraction can’t be a positive.