Several trademark applications filed this spring by former New England Patriots coach Bill Belichick and his girlfriend, Jordon Hudson, were refused by the U.S. Patent and Trademark Office (USPTO), according to public records.
The applications were for phrases including “Do Your Job (Bill’s Version),” “Ignore the Noise (Bill’s Version),” “No Days Off (Bill’s Version),” and “The Belestrator (Bill’s Version)”. The USPTO cited a “likelihood of confusion” with existing trademarks, including some held by the New England Patriots, as the reason for the refusals.
The denials highlight the rigorous nature of trademark registration, even for high-profile figures like Belichick, a coach renowned for six Super Bowl victories during his two-decade tenure with the Patriots. Public recognition of phrases alone does not guarantee trademark approval.
Chris DeMassa, founder of TradeMark Express, emphasized the importance of thorough research before filing trademark applications. “These refusals show just how critical it is for any business or individual to understand the existing trademark landscape before filing,” DeMassa said. “Even names and phrases that feel unique or widely recognized may face hurdles in registration. Researching what’s already out there helps brands move forward with confidence.”
The case serves as a reminder that the trademark system is designed to protect existing rights, and applicants must demonstrate that their proposed marks are sufficiently distinct from those already registered or in use. Belichick and Hudson have the option to challenge whether the Patriots still use the trademarks or if Belichick’s contract with the Patriots stated he had ownership of them.
