Bill Belichick and New England Patriots owner Robert Kraft forged a historic partnership in the NFL before their relationship devolved into public mudslinging. Belichick coached the Patriots to six Super Bowl championships between 2002 and 2019. The coach announced in January 2024 that he'd reached a mutual decision with Kraft to leave the team, despite signing a long-term contract extension in 2023. (Belichick subsequently accepted the head coaching job for the University of North Carolina at Chapel Hill's Tar Heels football team in December 2024.) Belichick became entangled in a legal dispute with the Patriots when he and his girlfriend Jordon Hudson submitted trademark applications in April 2025 for some of his key catchphrases, which were owned by Kraft. They added "(Bill's Version)" to the end of key phrases as a nod to Taylor Swift rerecording her classic songs as "Taylor's Version" when her discography was owned by Scooter Braun. The U.S. Patent and Trademark Office ultimately sided with the NFL owner in September 2025 by striking down four of the coach's proposed trademarks - "Do Your Job," "Ignore the Noise," "The Belestrator" and "No Days Off." Tom Brady Pays Tribute to 'Best Coach' Bill Belichick After Patriots Exit Keep scrolling for a timeline of Belichick and Kraft's complicated relationship. 1996 Belichick joined the New England Patriots as then-head coach Bill Parcells' assistant head coach and defensive backs coach in the 1996 season. They led the Patriots to an AFC Championship win, but lost to the Green Bay Packers in Super Bowl XXXI, 35-21. Both Belichick and his longtime mentor Parcells left the Patriots together to coach for the New York Jets in February 1997. January 6, 2000 Parcells stepped down as Jets head coach in 1999. Belichick agreed in principle to new Jets owner Woody Johnson's offer for a promotion as new head coach - but that did not happen. When the Jets held a press conference to announce Belichick as the new head coach on January 4, 2000, he wrote "I resign as HC of the NYJ" on a napkin before stepping up to the microphone to speak. "Due to the various uncertainties surrounding my position as it relates to the team's new ownership, I've decided to resign as the head coach of the New York Jets," he told stunned reporters. "I've given this decision very careful consideration and would like to wish the entire New York Jet organization - the players, the staff and the new ownership - the very best of luck for a prosperous future." January 27, 2000 Three weeks after his departure from the Jets, Belichick was announced as the new head coach of the New England Patriots. The hiring was personally approved by team owner Robert Kraft, who'd bought the Patriots in January 1994. "Hopefully, this press conference will go a little bit better than the last one I had," Belichick joked in his opening remarks. He then told the media, "I'm tremendously excited to be here, to be a part of the New England Patriots organization." February 3, 2002 Belichick led the New England Patriots to their first Super Bowl victory together when they beat the St. Louis Rams, 20-17, in Super Bowl XXXVI. The win set off a dynasty that would see Belichick's Patriots clinch six Super Bowls championships between 2002 and 2019. The Patriots made it to the Super Bowl nine times total during that period - which set an all-time NFL coaching record for Belichick. July 23, 2003 Kraft personally announced that he'd signed Belichick to a contract extension for seven years overall. "It's a real thrill for me to be a part of the Kraft Family and this organization," Belichick said in a statement at the time. "I'm pleased that Mr. Kraft has chosen to extend my agreement here." September 13, 2007 Before a game against the San Diego Chargers at Gillette Stadium in Foxborough, Massachusetts, Belichick delivered a public apology for a scandal that was becoming known as "Spygate." The scandal arose when the New York Jets caught a Patriots employee trying to film their coach's sideline signals from an illegal location. The NFL technically allows teams to film the opposing side from designated locations, but the Patriots camera was spotted outside the legal bounds. "Although it remains a league matter, I want to apologize to everyone who has been affected, most of all ownership, staff and players," Belichick told reporters. "Following the league's decision, I will have further comment." That same day, NFL commissioner Roger Goodell delivered the maximum possible fine - $500,000 - to Belichick and also ordered the Patriots to pay $250,000 for spying. The Patriots lost a first round draft selection, as well. Scott Kinser/Cal Sport Media/Newscom/Mega Agency "This episode represents a calculated and deliberate attempt to avoid long-standing rules designed to encourage fair play and promote honest competition on the playing field," the commissioner said. Goodell considered suspending Belichick but decided that a heavy fine was more ap