When UNC hired Bill Belichick to run the football program, the goal was to win football games and possibly drum up national interest in the program.
So far, the plan is working. For better or worse, Belichick has been in the news cycle as much as any college football coach this offseason. And that excitement has translated to the box office, where football tickets are sold out despite a 25% price increase from last season.
The blueprint for this is Colorado. They decided to take the chance on hiring Deion Sanders in 2023 and almost overnight 'Coach Prime' changed the trajectory of the program.