What Bill Belichick can learn from Deion Sanders as a college football coach

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What Bill Belichick can learn from Deion Sanders as a college football coach

Brent Schrotenboer, USA TODAY · USA TODAY Sports

Thu, Oct 16, 2025 ·

7 min read

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Deion Sanders and Bill Belichick came to college football as experimental coaches of sorts — sports legends who had made their names in the NFL but had no college coaching experience.

Each now is among 10 college coaches nationally making $10 million per year . Both brought family to their jobs. Both have been pursued by documentary filmmakers . And both have high-profile younger girlfriends .

But each has taken a different approach that's led to different results. Belichick has flopped at North Carolina so far, while Sanders parlayed his first two seasons at Colorado into a new five-year, $53 million contract in March . Sanders' team is 3-4 this year after finishing 9-4 in 2024. But his program has been built on big stars, big moments and mostly favorable media coverage, unlike how Belichick's tenure at North Carolina has been perceived during its small sample size of just five games.

Here's how one has made it work and one has not so far, both on the field and in the court of public opinion.

In-depth: Colorado is paying big bucks for Deion Sanders and his players, but how? Answer is 'TBD'

Bringing family to the job

After starting his college coaching career with success at Jackson State, Sanders brought all three of his sons to Colorado — one as starting quarterback ( Shedeur ), one as starting safety ( Shilo ) and one as the team's video marketing ace to boost recruiting (Deion Jr.) All performed well in their roles and helped lead Colorado to a bowl game last year — a huge improvement from when the Buffaloes finished 1-11 in 2022, before Sanders arrived.

By contrast, Belichick hired his sons Steve and Brian as the team's defensive coordinator and defensive backs coach. A little nepotism can be overlooked when you're doing the job and winning, not when your defense ranks 77thnationally in total yards per game allowed and 107thnationally in pass efficiency defense, as North Carolina's does this week.

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Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

CHAPEL HILL, NORTH CAROLINA - SEPTEMBER 01: Head coach Sonny Dykes (L) of the TCU Horned Frogs and head coach Bill Belichick of the North Carolina Tar Heels shake hands following their game at Kenan Stadium on September 01, 2025 in Chapel Hill, North Carolina. The TCU Horned Frogs defeated the North Carolina Tar Heels 48-14. (Photo by Jared C. Tilton/Getty Images)

(Jared C. Tilton, Getty Images)

ORLANDO, FLORIDA - SEPTEMBER 20: Head coach Bill Belichick of the North Carolina Tar Heels walks off the field after losing 34-9 against the UCF Knights at FBC Mortgage Stadium on September 20, 2025 in Orlando, Florida. (Photo by Julio Aguilar/Getty Images)
(Julio Aguilar, Getty Images)

Oct 4, 2025; Chapel Hill, North Carolina, USA; Clemson Tigers head coach Dabo Swinney with North Carolina Tar Heels head coach Bill Belichick before the game at Kenan Stadium. Mandatory Credit: Bob Donnan-Imagn Images
(Bob Donnan, Bob Donnan-Imagn Images)

Head coach Bill Belichick of the North Carolina Tar Heels and Jordon Hudson look on prior to the game against the Richmond Spiders at Kenan Memorial Stadium on September 13, 2025 in Chapel Hill, North Carolina.
(Lance King, Getty Images)

North Carolina football coach Bill Belichick watches his team during the first half against Central Florida at FBC Mortgage Stadium on Sept. 20, 2025 in Orlando, Fla.
(Julio Aguilar, Getty Images)

North Carolina Tar Heels head coach Bill Belichick walks the sideline during the first quarter against the UCF Knights at the Bounce House Stadium in Orlando, Florida.
(Mike Watters, Mike Watters-Imagn Images)

CHAPEL HILL, NORTH CAROLINA - MARCH 08: North Carolina Tar Heels football head coach Bill Belichick and his girlfriend Jordon Hudson look on during the first half of the game between the North Carolina Tar Heels and the Duke Blue Devils at Dean E. Smith Center on March 08, 2025 in Chapel Hill, North Carolina. (Photo by Jared C. Tilton/Getty Images)
(Jared C. Tilton, Getty Images)

Bill Belichick, North Carolina, $10,100,000
(Bob Donnan, Imagn Images)

Sep 13, 2025; Chapel Hill, North Carolina, USA; North Carolina Tar Heels head coach Bill Belichick on the sidelines in the second quarter at Kenan Stadium. Mandatory Credit: Bob Donnan-Imagn Images
(Bob Donnan, Bob Donnan-Imagn Images)

Sep 20, 2025; Orlando, Florida, USA; North Carolina Tar Heels head coach Bill Belichick walks into the field before the game against the UCF Knights at the Bounce House Stadium. Mandatory Credit: Mike Watters-Imagn Images
(Mike Watters, Mike Watters-Imagn Images)

North Carolina football coach Bill Belichick watches the Tabor Academy vs. Milton Academy game on Friday, Sept. 26, 2025.
(Marc Vasconcellos/The Enterprise)

Oct 26, 2024; East Rutherford, New Jersey, USA; Former New England Patriots head coach Bill Belichick and girlfriend Jordon Hudson enter the field before the game between the Notre Dame Fighting Irish and the Navy Midshipmen at MetLife Stadium. Mandatory Credit: Vincent Carchietta-Imagn Images
(Vincent Carchietta, Vincent Carchietta-Imagn Images)

Sep 13, 2025; Chapel Hill, North Carolina, USA; North Carolina Tar Heels head coach Bill Belichick before the game at Kenan Stadium. Mandatory Credit: Bob Donnan-Imagn Images
(Bob Donnan-Imagn Images)

Sep 1, 2025; Chapel Hill, North Carolina, USA; North Carolina Tar Heels head coach Bill Belichick with TCU Horned Frogs head coach Sonny Dykes after the game at Kenan Stadium. Mandatory Credit: Bob Donnan-Imagn Images
(Bob Donnan/Imagn Images)

North Carolina head coach Bill Belichick meets with a recruit before the Tar Heels hosted the TCU Horned Frogs on Sept. 1, 2025.
(Bob Donnan/Imagn Images)

Sep 13, 2025; Chapel Hill, North Carolina, USA; Richmond Spiders head coach Russ Huesman with North Carolina Tar Heels head coach Bill Belichick after the game at Kenan Stadium. Mandatory Credit: Bob Donnan-Imagn Images
(Bob Donnan, Bob Donnan-Imagn Images)

CHARLOTTE, NORTH CAROLINA - SEPTEMBER 06: Head Coach Bill Belichick of the North Carolina Tar Heels walks off the field after the football game against the Charlotte 49ers at Jerry Richardson Stadium on September 06, 2025 in Charlotte, North Carolina. (Photo by David Jensen/Getty Images)
(David Jensen, Getty Images)

CHAPEL HILL, NORTH CAROLINA - SEPTEMBER 01: Head coach Bill Belichick of the North Carolina Tar Heels looks on during the second half of the game at Kenan Stadium on September 01, 2025 in Chapel Hill, North Carolina. (Photo by Jared C. Tilton/Getty Images)
(Jared C. Tilton, Getty Images)

North Carolina head coach Bill Belichick looks on before his Tar Heels faced the TCU Horned Frogs in Belichick's collegiate coaching debut.
(Bob Donnan, Imagn Images)

North Carolina head coach Bill Belichick, right, embraces TCU head coach Sonny Dykes after TCU defeated UNC, 48-14 on Sept. 1, 2025.
(Bob Donnan, Imagn Images)

CHAPEL HILL, NORTH CAROLINA - SEPTEMBER 01: Head coach Bill Belichick of the North Carolina Tar Heels reacts during the first half of the game against the TCU Horned Frogs at Kenan Stadium on September 01, 2025 in Chapel Hill, North Carolina. (Photo by Jared C. Tilton/Getty Images)
(Jared C. Tilton, Getty Images)

CHAPEL HILL, NORTH CAROLINA - SEPTEMBER 01: Head coach Bill Belichick of the North Carolina Tar Heels walks off the field following the completion of the first half of the game against the TCU Horned Frogs at Kenan Stadium on September 01, 2025 in Chapel Hill, North Carolina. (Photo by Jared C. Tilton/Getty Images)
(Jared C. Tilton, Getty Images)

Girlfriends in the public eye

Belichick is 73 and his girlfriend Jordon Hudson is 24. Sanders is 58 and his apparent girlfriend Karrueche Tran is 37. All are adults, and their relationships are nobody's business except theirs. But when these relationships are brought into the public eye by their own choosing, it shapes public perception about them, fairly or not.

In April, Hudson interrupted a national television interview with Belichick to shoot down a question about their relationship. Belichick also has asked UNC staff to copy her on emails sent to him and was photographed holding hands with her in Nantucket a few days after a 34-9 loss at Central Florida.

What's wrong with any of that anyway? Nothing really. But it has spiraled into a public sideshow at North Carolina, adding to the public-relations challenges there at a time when the football program is perceived to be dysfunctional.

By contrast, Sanders has avoided that. His relationship with Tran, an actress, has been publicly low-key. She's appeared at his side at the hospital during his cancer ordeal in May and then again for his blood-clot surgery Oct. 7, as shown on videos posted by Deion Jr. since July.

Their reality shows on campus

Sanders is a walking reality show in his own right. He wants the cameras around him almost all the time to help market his program and himself for his sponsors. Cameras have been a nearly constant presence since he arrived in Boulder in December 2022, including for two seasons of the "Coach Prime" documentary series on Amazon Prime Video. Sanders and his management team had control over the project and didn't stop production during his first season when the Buffaloes finished 4-8. A new Netflix show on Sanders also is on the way. Sanders welcomes this attention because he knows how beneficial it is for him and his program even when his team isn't very good.

By contrast, difficulties have emerged with efforts to film what's going on in Chapel Hill with Belichick, who is not exactly known to be camera-friendly. A deal to feature North Carolina's football program on HBO's "Hard Knocks" series was scuttled by Hudson, according to a report by The Athletic . Another docuseries about Belichick's program by Hulu also was scrapped, according to recent reports . Belichick said Monday it's " still a work in progress ."

Handling the hate-watchers

Both have large followings of hate-watchers who love to see them fail. Both also can seem thin-skinned in response to criticism and perceived slights . Colorado even banned questions from a reporter who wrote articles Sanders didn't like . But Sanders vivaciously engages cameras and news conferences in ways Belichick does not. He even opens up about his health issues . This helps make him more likeable even when he's snippy. By contrast, Belichick is known for his stoicism and saying as little as possible in news conferences.

Which way is more likely to buy you goodwill and patience when your team is in a funk?

Their honeymoon phases

Every new coach has a honeymoon phase — a time of newlywed love not to be overcome by rain clouds early in the marriage. In Sanders' case, he started with such a bang at Colorado in 2023 — an improbable 3-0 start — it still buys him goodwill to this day, almost like he proved what he can do already and just needs to sustain it now. Because of that and his 9-4 season last year, he's arguably still in the honeymoon phase with much of the Colorado fan base.

By contrast, Belichick is 2-3 after opening with a 48-14 loss to TCU Sept. 1 . He has lost three games to Power Four opponents by at least 25 points each . The honeymoon is over already and even has led to speculation recently Belichick and North Carolina might soon part ways. He denied it on Monday .

Their player 'luggage'

On the day his hiring was announced at Colorado, Sanders said he was bringing his own Louis Vuitton player luggage with him to Colorado. And he did, including his son Shedeur, now with the Cleveland Browns , and Travis Hunter , who won the Heisman Trophy last year.

Players of that caliber are missing at North Carolina so far under Belichick, whose NFL reputation was supposed to be a magnet for star transfers and recruits. At quarterback, Belichick brought in South Alabama transfer Gio Lopez, who struggled this season before getting injured. Belichick also signed top quarterback recruit Bryce Baker, who hasn't played as a freshman.

Like Sanders, Belichick relied on the transfer portal to overhaul his roster with dozens of new players. His first transfer class in 2025 was ranked No. 9 nationally by 247Sports. Sanders' first transfer class in 2023 was ranked No. 1, including Shedeur and Hunter.

Head coach Deion Sanders of the Colorado Buffaloes walks the sideline during the first quarter against the Wyoming Cowboys at Folsom Field on Sept. 20, 2025 in Boulder, Colo.
(Andrew Wevers, Getty Images)

Colorado Buffaloes head coach Deion Sanders reacts after a play during the third quarter against the Houston Cougars at TDECU Stadium in Houston on Sept. 12, 2025.
(Troy Taormina, Imagn Images)

Colorado Buffaloes head coach Deion Sanders before the game against the Delaware Fightin Blue Hens on Sept. 6, 2025 at Folsom Field in Boulder, Colo.
(Ron Chenoy, Imagn Images)

Colorado Buffaloes head coach Deion Sanders congratulates Colorado Buffaloes quarterback Kaidon Salter following a touchdown pass in the first quarter against the Georgia Tech Yellow Jackets at Folsom Field in Boulder, Colo. on Aug. 29, 2025.
(Ron Chenoy, Imagn Images)

2025: Colorado head coach Deion Sanders and head coach Todd Bowles look on during the 2025 Tampa Bay Buccaneers Training Camp at AdventHealth Training Center on July 23, 2025 in Tampa, Florida.
(Julio Aguilar, Getty Images)

2025: Colorado head coach Deion Sanders speaks with the media during 2025 Big 12 Football Media Days at The Star on July 9, 2025 in Frisco, Texas.
(Raymond Carlin III, Imagn Images)

2025: Head coach Deion Sanders of the Colorado Buffaloes looks on as a field goal drill is attempted in the Black and Gold Spring Game at Folsom Field on April 19, 2025 in Boulder, Colorado.
(Dustin Bradford, Getty Images for ONIT)

2025: Head coach Deion Sanders of the Colorado Buffaloes walks on the field during the Black and Gold Spring Game at Folsom Field on April 19, 2025 in Boulder, Colorado.
(Dustin Bradford, Getty Images for ONIT)

2024: Deion Sanders embraces Travis Hunter after the wide receiver/cornerback won the 2024 Heisman Trophy.
(Todd Van Emst, Heisman Trust via Imagn Images)

2024: Head coach Deion Sanders of the Colorado Buffaloes watches from the sidelines during the second half of the NCAAF game against the Arizona Wildcats at Arizona Stadium on October 19, 2024 in Tucson, Arizona.
(Christian Petersen, Getty Images)

2024: Head coach Deion Sanders of the Colorado Buffaloes watches as his team plays their spring game at Folsom Field on April 27, 2024 in Boulder, Colorado.
(Matthew Stockman, Getty Images)

2024: Shilo Sanders (21), Colorado Buffaloes head coach Deion Sanders, quarterback Shedeur Sanders (2) and social media producer Deion Sanders Jr. following a win against the Oklahoma State Cowboys at Folsom Field.
(Ron Chenoy, Imagn Images)

2023: Colorado football coach Deion Sanders and celebrity guest picker Dwayne "The Rock" Johnson exchange pleasantries on the set of ESPN College GameDay prior to the Buffaloes game against Colorado State at Folsom Field on Boulder, Colorado.
(Andrew Wevers, USA TODAY Sports)

2023: Colorado coach Deion Sanders in attendance before the national championship game.
(Jayne Kamin-Oncea, USA TODAY Sports)

2022: Deion Sanders is introduced as the head coach of the University of Colorado.
(Ron Chenoy, USA TODAY Sports)

2022: Deion Sanders during the Celebration Bowl. Sanders went 27-6 in three seasons leading Jackson State.
(Dale Zanine, USA TODAY Sports)

2021: Deion Sanders coaches during the Celebration Bowl. Sanders required a scooter following blood clot issues that ultimately led to the amputation of some toes.
(Mickey Welsh, USA TODAY NETWORK)

2017: Deion Sanders, working for NFL Network, interviews New England Patriots running back LeGarrette Blount during Super Bowl LI Opening Night at Minute Maid Park.
(Kirby Lee, USA TODAY Sports)

Melissa Stark (left), Deion Sanders (center) and Kurt Warner (right) smile during an NFL Network broadcast at the Super Bowl XLIX NFL Experience at the Phoenix Convention Center on Jan. 26, 2015.
(Kirby Lee, USA TODAY Sports)

Rich Eisen (left), Deion Sanders (center) and Michael Irvin on the NFL Network set before the "Thursday Night Football" game between the Houston Texans and the Jacksonville Jaguars at EverBank Field on Dec. 5, 2013.
(Kirby Lee, USA TODAY Sports)

2013: Deion Sanders as "Leon Sandcastle" of Primetime University arrives on the red carpet prior to the first round of the 2013 NFL Draft at Radio City Music Hall in New York City.
(Al Bello, Getty Images)

NFL network broadcaster Deion Sanders interviews San Francisco 49ers wide receiver Michael Crabtree during media day in preparation for Super Bowl XLVII against the Baltimore Ravens at the Mercedes-Benz Superdome on Jan. 29, 2013.
(Kirby Lee, USA TODAY Sports)

2011: Former Atlanta Falcons cornerback Deion Sanders poses with his bust at the Enshrinement Ceremony for the Pro Football Hall of Fame on August 6, 2011 in Canton, Ohio.
(Jason Miller, Getty Images)

Deion Sanders makes his return to football with the Baltimore Ravens after a three-year retirement in the 2004 season opener iat Cleveland Browns Stadium on Sept. 12, 2004. The Browns beat the Ravens, 20-3, in the game.
(Matthew Emmons, US PRESSWIRE)

2003: Deion Sanders and family celebrate Kids Day at the New York Knicks vs. New Orleans Hornets NBA game at Madison Square Garden in New York, on Nov. 29, 2003.

(Ray Amati, Getty Images)

2000: Washington's Deion Sanders jukes the Detroit Lions' Brock Olivo at the Silverdome in Pontiac, Michigan, on Sept. 10, 2000.

(JEFF KOWALSKY, AFP via Getty Images)

1999: Dallas Cowboys defensive back Deion Sanders acknowleges the cheering crowd after intercepting his first pass of the game versus the Miami Dolphins at Texas Stadium, November 25,1999 in Irving, Texas.
(Paul Buck, AFP via Getty Images)

The Dallas Cowboys' Deion Sanders outdistances Indianapolis Colts defensive back Tito Wooten to score a touchdown at the RCA Dome on Oct. 31, 1999.
(JOHN RUTHROFF, AFP via Getty Images)

1997: Deion Sanders at the plate for the Cincinnati Reds during the 1997 season. The Reds were among four different MLB teams that Sanders played for during a nine-season career.

(Tony Tomsic, USA TODAY Sports)

On Oct. 11, 1992, Deion Sanders played in a game against the Miami Dolphins, then flew to Pittsburgh for the Atlanta Braves' NLCS game against the Pirates (he did not appear in the game).
(H. DARR BEISER, USA TODAY)

Atlanta Falcons defensive back Deion Sanders (21) on a kick return against the Green Bay Packers at Fulton County Stadium on Dec. 1, 1991.
(Manny Rubio, US PRESSWIRE)

The Atlanta Braves' Deion Sanders bats against the Los Angeles Dodgers at Dodger Stadium on July 7, 1991.
(Stephen Dunn, Getty Images)

The Atlanta Falcons' Deion Sanders in action against the Dallas Cowboys at Fulton County Stadium on Sept. 17, 1989.
(US PRESSWIRE)

Deion Sanders was a two-time All-American, the 1988 Jim Thorpe Award winner and a 2011 College Football Hall of Fame inductee.
(Allen Steele, Getty Images)

Sizing up their prior success

Prior success has built both into football legends. Belichick won six Super Bowls with the New England Patriots . Sanders is a Pro Football Hall of Famer who also played Major League Baseball.

But any failures in college coaching can lead to questions about how good they really are and how they got there.

Belichick is now subject to debate about whether his prior success is due to himself or former Patriots quarterback Tom Brady . Sanders' prior success came mostly from his own athletic ability, in football and baseball. His foray into coaching is perceived as a third act to that, unlike with Belichick, who had to tamp down speculation he wants to bail from his college job already.

"Some of the reports out last week about my looking for a buyout and trying to leave here and all that is categorically false," Belichick said at a news conference Monday.

The story continues in the meantime for both.

North Carolina is coming off a bye week to play at California on Friday night.

Colorado is entering a bye week and next plays at Utah on Oct. 25.

Follow reporter Brent Schrotenboer @Schrotenboer . Email: bschrotenb@usatoday.com

This article originally appeared on USA TODAY: How coach Deion Sanders has succeeded while Bill Belichick has not

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Bringing family to the job

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Who are the highest paid college football coaches? Check out the top 32.

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Super Bowl champion Bill Belichick struggling early on as North Carolina football coach

Girlfriends in the public eye

Their reality shows on campus

Handling the hate-watchers

Their honeymoon phases

Their player 'luggage'

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

Deion Sanders through the years

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

See Deion Sanders' 'Prime Time' career in football, baseball and coaching

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Deion Sanders through the years

Sizing up their prior success