Bill Belichick was formally introduced as North Carolina’s new football coach Thursday afternoon, and the six-time Super Bowl–winning head coach made his intentions for the job clear.
“I didn’t come here to leave,” he told the media gathered in Chapel Hill less than 24 hours after his surprising move to college became official.
Belichick was asked whether he would consider returning to the NFL if he had success coaching in college—something he called a “dream come true.” Still, Belichick admitted transitioning from the professional ranks wasn’t initially on his mind. “College kind of came to me this year,” he said. “I didn’t necessarily go and seek it out.”
But despite already spending nearly 50 years in football, Belichick, who will turn 73 before next season begins, reiterated he still loves coaching. “I feel like doing it for a long time,” he said. UNC athletic director Bubba Cunningham said Belichick is an “absolute perfect fit for us at this time.”
Game Time
Belichick said Cunningham and UNC chancellor Lee Roberts “made a great commitment” to the football program. His contract is for five years, reported to be worth $10 million annually, and UNC’s yearly NIL (name, image, and likeness) budget is said to be increasing from $4 million to $20 million, according to multiple reports.
UNC run game coordinator and tight ends coach Freddie Kitchens, who was already set to lead the Tar Heels as interim head coach in the Fenway Bowl against UConn on Dec. 28, will also be the first hire of Belichick’s new staff, which Belichick said will have “a strong presence of NFL people.” Kitchens has coached for four NFL teams, including one year as the Browns head coach. Belichick’s son, Steve, who coached under his father in New England, was Washington’s defensive coordinator this season.
Belichick touted the abilities of Michael Lombardi, who he has worked with in the NFL, and is becoming UNC football’s GM. “He has a great knowledge of the general manager role in this type of position … as well as dealing with some version of the salary cap,” Belichick said.
The Belichick Effect
At UNC, Belichick has a chance to have a Deion Sanders–like impact on the program off the field, too.
In 2024, UNC’s average home game attendance of 47,686 ranked 47th among FBS teams and eighth in the 17-team ACC. Kenan Memorial Stadium has a capacity of 50,500.
Season tickets did not sell out this year as they did in 2023—although it is unclear how many UNC made available. Last season, the Tar Heels nearly averaged a sellout, drawing 50,095 fans per game.
On TV, only one of UNC’s games this season drew more than one million viewers—the season opener against Minnesota, which had an audience of 1.83 million on Fox. The Tar Heels were not sought after by networks this season. No games appeared on ESPN—the ACC’s primary network partner—with just two ending up on ESPN2, three on The CW, and five on ACC Network, which is not Nielsen-rated.
