The Ups and Downs of Bill Belichick and Robert Kraft’s Relationship: A Timeline
Bill Belichick and New England Patriots owner Robert Kraft established a groundbreaking alliance in the NFL, which later deteriorated into public disputes.
Belichick guided the Patriots to six Super Bowl victories between 2002 and 2019. In January 2024, he announced a mutual decision with Kraft to part ways with the team, despite having signed a long-term extension in 2023. (Later, in December 2024, Belichick accepted the role of head coach for the University of North Carolina at Chapel Hill’s Tar Heels football team.)
In April 2025, Belichick became embroiled in a legal controversy with the Patriots when he and his girlfriend Jordon Hudson filed trademark applications for several of his popular catchphrases, previously owned by Kraft. The couple added “(Bill’s Version)” following the phrases as a reference to Taylor Swift‘s rerecording of her classic hits as “Taylor’s Version” after her catalog was acquired by Scooter Braun.
In September 2025, the U.S. Patent and Trademark Office ruled in favor of Kraft by denying four of Belichick’s trademark applications — “Do Your Job,” “Ignore the Noise,” “The Belestrator,” and “No Days Off.”
Continue scrolling for a timeline depicting the intricate relationship between Belichick and Kraft.
1996
Belichick joined the New England Patriots as assistant head coach and defensive backs coach under then-head coach Bill Parcells for the 1996 season. They secured an AFC Championship victory but fell short against the Green Bay Packers in Super Bowl XXXI, with a score of 35-21.
Both Belichick and his mentor Parcells departed from the Patriots at the same time to coach the New York Jets in February 1997.
January 6, 2000
Following the Jets’ head coach Bill Parcells’ resignation in 1999, Belichick reached a verbal agreement to become the new head coach under Jets owner Woody Johnson—but this promotion never materialized.
During a press conference on January 4, 2000, to announce his appointment, Belichick notably wrote “I resign as HC of the NYJ” on a napkin before taking the microphone.
“Given the uncertainties surrounding my position with the new ownership, I have chosen to resign as head coach of the New York Jets,” he stated to the astonished reporters. “This decision has been made after careful consideration, and I wish the Jets—players, staff, and ownership—much success moving forward.”
January 27, 2000
Three weeks post Jets departure, Belichick was introduced as the new head coach of the New England Patriots. The appointment was personally endorsed by team owner Robert Kraft, who had acquired the Patriots in January 1994.
“I hope this press conference turns out better than the last one I attended,” Belichick joked in his opening remarks.
He expressed, “I’m thrilled to be here and to be a member of the New England Patriots organization.”
February 3, 2002
Belichick achieved the Patriots’ first Super Bowl victory as they narrowly defeated the St. Louis Rams, 20-17, in Super Bowl XXXVI.
This marked the beginning of a dynasty, leading to a total of six Super Bowl championships from 2002 to 2019. Throughout this time, the Patriots appeared in nine Super Bowls, setting an all-time NFL coaching record for Belichick.
July 23, 2003
Kraft publicly announced that he had secured a seven-year contract extension for Belichick.
“I’m thrilled to be part of the Kraft family and this organization,” Belichick stated at the time. “I’m honored that Mr. Kraft has chosen to extend my contract.”
September 13, 2007
Before a game against the San Diego Chargers at Gillette Stadium, Belichick issued a public apology regarding an unfolding scandal known as “Spygate.”
The controversy emerged when a Patriots employee was caught filming the Jets’ coach’s sidelines from an unauthorized position. While the NFL permits filming from specific locations, the Patriots’ filming was deemed illegal.
“This remains a league matter, but I want to apologize to everyone impacted, especially the ownership, staff, and players,” Belichick told reporters. “Following the league’s decision, I will address it further.”
On the same day, NFL commissioner Roger Goodell imposed the maximum fine of $500,000 on Belichick, while also fining the Patriots $250,000 for the spying incident. The team forfeited a first-round draft pick as well.
“This incident signifies a calculated attempt to circumvent long-held rules aimed at promoting fair play and honest competition,” the commissioner stated.
Goodell considered suspending Belichick but opted for a substantial fine instead.
“I believe the imposed discipline, including a significant fine and forfeiture of a draft pick, is more impactful in the long run than a suspension,” Goodell explained.
April 1, 2008
ESPN reported that Kraft and Belichick offered personal apologies to NFL owners regarding the Spygate scandal and its negative repercussions for the league.
Belichick later mentioned that one “positive” outcome emerged from the Spygate situation.
“We’ve taken it positively and reorganized our operations to prevent a recurrence,” he pledged. “Our operations are now more efficient and streamlined. Look at this season’s results as proof.”
September 13, 2013
Despite uncertainty about his future, the NFL Network reported that Belichick had signed a multiyear contract extension with the Patriots, although specific terms and duration were not disclosed.
January 19, 2015
KTHR Colts reporter Bob Kravitz broke news on Twitter indicating that the NFL was set to investigate alleged deflating of footballs by the Patriots.
These allegations arose from the 2014 AFC Championship Game against the Indianapolis Colts, where 11 of the 12 Patriots footballs were found underinflated. This scandal came to be known as “Deflategate.”
“I really don’t know anything about this situation,” Belichick remarked at a press conference on January 19. “We will cooperate with the NFL to the best of our ability.”
During a press conference on January 23, 2015, the coach insisted he had “no explanation for what occurred.” On that same day, Patriots quarterback Tom Brady stated that he “hadn’t altered the ball in any way.”
January 23, 2015
The NFL confirmed that an investigation led by NFL executive vice president Jeff Pash and attorney Ted Wells into Deflategate was underway.
The Patriots “promptly pledged full cooperation,” the NFL stated, providing personnel information as needed.
While evidence suggested that underinflated footballs were used in the first half, those balls were confirmed to have been properly inflated by the game’s conclusion.
“The investigation aims to clarify why the footballs did not comply with regulations and whether any violations were intentional,” the league added, withholding judgment until completion of proceedings.
In his statement, Kraft guaranteed “full access” to league representatives and promised transparency from the Patriots organization.
May 6, 2015
Wells’ 243-page report concluded it was “more probable than not” that Brady was “at least generally aware” of the rule violations. Investigators accused Patriots staff of “participating in violations of Playing Rules” and attempting to circumvent the rules.
The report, however, found no credible evidence that Belichick or Patriots management knew about the football deflation.
“To say we are disappointed in the report’s findings would be a significant understatement,” Kraft stated. “While I respect the independent investigation, the resources invested in achieving this conclusion are beyond my comprehension.”
He continued, “Since there’s no viable recourse, prolonging the debate would be futile. As guardians of the franchise, we accept the findings and any consequences from the league.”
May 11, 2015
The NFL fined the Patriots $1 million and stripped them of two future draft picks based on the Wells Report’s findings. Brady received a four-game suspension.
Kraft issued a statement reinforcing Brady’s “unconditional support” from the Patriots.
“Despite our belief that there was no wrongdoing regarding the footballs, we intend to accept any penalties imposed by the league,” Kraft emphasized. “Today’s penalties exceed any reasonable expectations. They are based solely on circumstantial, not concrete, evidence.”
Kraft continued, “We deeply appreciate the unwavering support from our global fanbase. We share their disappointment over the NFL’s penalties and are troubled by the investigation’s handling.”
Brady contested his suspension up to the U.S. Court of Appeals for the Second Circuit in 2015, but the four-game suspension was ultimately upheld, resulting in him serving it during the 2016 regular season.
October 2023
The NFL Network reported that Belichick had secured a new multiyear contract with the Patriots during the offseason.
“His contract details remain one of New England’s best-kept secrets. There were some uncertainties surrounding him,” NFL Network reporter Ian Rapoport noted on GameDay Morning. “Now, he is committed long-term.”
January 11, 2024
Months after agreeing to a long-term contract, the New England Patriots announced Belichick’s decision to step down as head coach, mutually agreed upon with Kraft. This coaching transition followed years of reported tension and a disappointing 4-13 season for the Patriots.
“Robert and I have mutually agreed to part ways after a series of discussions,” Belichick later stated to the press. “This is a day filled with gratitude for me. First, I thank Robert and his family for the opportunity to coach here for 24 years.”
The coach declared he would “always be a Patriot” at heart.
“I look forward to returning but for now, it’s time to move on. I am excited about the future,” Belichick concluded, expressing his deep appreciation for the support he received.
That day, Kraft explained to reporters that a coaching change was necessary due to the “difficult” past few years for the Patriots.
“Our family acts as the custodian of this franchise: the New England Patriots. We recognize its significance to the community, and the past few years haven’t met our expectations. We have a responsibility to rectify the situation to the best of our abilities,” Kraft stated.
October 11, 2024
Kraft reinterpreted the narrative of Belichick’s departure in an interview with The Breakfast Club, denying that the decision was truly mutual.
“I retained him for 24 years. While I didn’t enjoy dismissing him, I aimed to handle it gracefully,” Kraft explained.
Kraft elaborated, “What he did for us was remarkable. However, adjustments are necessary. Without adapting, circumstances can change. In life, good chemistry and trust are vital, and I feel our recent performance fell short of expectations.”
December 11, 2024
The University of North Carolina at Chapel Hill confirmed Belichick’s hiring as their new head football coach.
“I am thrilled for the opportunity at UNC-Chapel Hill,” stated Belichick. “My early experiences with college football, particularly with my Dad, are cherished memories. I have always aspired to coach in this environment and am eager to further develop the program in Chapel Hill.”
April 3, 2025
Belichick and Hudson filed for trademarks for 14 of the coach’s catchphrases—such as “No Days Off,” “Do Your Job,” and “Ignore the Noise.” Each was previously trademarked by Kraft on behalf of the Patriots.
Hudson sought to navigate legal challenges by appending “(Bill’s Version)” to each phrase, reminiscent of Taylor Swift’s approach in rerecording her classics after her catalog was acquired by Braun.
July 16, 2025
After Kraft described his 2000 hiring of Belichick on the “Dudes on Dudes” podcast as a “big risk,” Belichick countered in a statement to ESPN.
“I repeatedly communicated to Robert that taking the Patriots job was a big risk on my part,” Belichick said. “I had a chance to lead the New York Jets, but their ownership situation was unstable.”
Belichick claimed he received “warnings from several former Patriots coaches” that the job was fraught with “numerous internal challenges.”
“I emphasized the necessity for a shift in management style to regain prior success,” he added. “I appreciated Robert’s willingness to permit those changes and to align with my vision of constructing a championship team.”
August 21, 2025
Belichick took another subtle jab at Kraft during a discussion with the Boston Globe regarding the advantages of coaching for the Tar Heels compared to the NFL.
“There’s no owner, no owner’s son, no salary cap—everything associated with marketing and whatnot, which I fully support,” he noted. “In our peak years in New England, we had fewer external influences and a clearer vision. As that expanded, achieving success became increasingly challenging.”
September 8, 2025
ESPN reported that the U.S. Patent and Trademark Office rejected Hudson and Belichick’s trademark applications for the four key “Bill’s Version” phrases—“Do Your Job (Bill’s Version),” “Ignore the Noise (Bill’s Version),” “The Belestrator (Bill’s Version),” and “No Days Off (Bill’s Version)”—as they could cause a “likelihood of confusion” with Kraft’s trademarks.
The PTO ruled that consumers might be confused or misled regarding the source of the services offered.
December 3, 2025
Belichick put aside differences with Kraft when they were both selected as finalists for the Pro Football Hall of Fame’s 2026 class.
“Being in this position is incredibly humbling,” Belichick said via Instagram. “I’m honored to be nominated as a Coaching Finalist for the Pro Football Hall of Fame Class of 2026.”
He expressed, “Congratulations to fellow finalists: Roger Craig [San Francisco 49ers], Kenny Anderson [Cincinnati Bengals], L.C. Greenwood [Pittsburgh Steelers], and of course, Robert Kraft. I hope all deserving Patriots are recognized this year.”
