The U.S. Patent and Trademark Office has denied four trademark applications submitted by University of North Carolina coach Bill Belichick and his partner Jordon Hudson, as reported by ESPN. The applications were rejected due to a “likelihood of confusion” with existing trademarks from Belichick’s tenure as coach of the New England Patriots.

TCE Rights Management attempted to secure trademarks for phrases like “Do Your Job (Bill’s Version)”, “Ignore the Noise (Bill’s Version)”, “The Belestrator (Bill’s Version)”, and “No Days Off (Bill’s Version)”. All these phrases were mantras during Belichick’s two decades with the Patriots, and the rights to them are still owned by the team after being trademarked between 2009 and 2017.

The office has indicated that it would lead consumers to be “confused, mistaken, or deceived” regarding the source of the products and services because of the similarities with earlier trademarks. TCE Rights Management has a three-month window to appeal this decision.

Belichick’s effort to trademark his phrases reflects a growing rift between him and the Patriots following his departure as their coach at the end of the 2023 season. Recently, it was reported that Belichick prohibited Patriots scouts from visiting the UNC football program, stating, “It’s clear I’m not welcome there at their facility. So they’re not welcome at ours.”

Belichick was the Patriots’ head coach from 2000 to 2023, securing six Super Bowl titles during his era, which included two separate dynasties led by legendary QB Tom Brady.