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After Texas Christian University (TCU) trounced the North Carolina Tarheels, 48-14, on prime-time national television Labor Day evening, spoiling the much-hyped college debut of six-time Super Bowl champion head coach Bill Belichick, Sam Lazarus was on the TCU team bus, scrolling through bookmarked tweets. In the weeks leading up to the game Lazarus, director of creative media for the TCU football team, took note of the one-sided coverage: Belichick was portrayed as the likely savior of North Carolina football, while TCU—which reached the National Championship game following the 2022 season—was an afterthought. “The good, and bad, of working in social media is that I’m on social media a lot,” says Lazarus, who runs the @TCUFootball account on X. “So I keep receipts.”
At 12:18 a.m. ET Tuesday, Lazarus quote-tweeted, via @TCUFootball, a Monday morning X post from the sports website Deadspin saying, “Babe wake up, Bill Belichick coaches college football today.” Lazarus added: “Babe go back to sleep.” Two minutes later, Lazarus sent out an August 24 tweet from the North Carolina football account promoting an upcoming Hulu documentary on the team. “When does episode one come out?” he wrote.
A GIF of Stephen A. Smith laughing was appended to sports media personality Skip Bayless’ Twitter prediction of a North Carolina blowout moments later. Then, Lazarus posted an August 30 observation from the X account @Boorish_Sports, which made note of the problems Texas quarterback Arch Manning seemed to be having against the defensive schemes designed by Ohio State defensive coordinator Matt Patricia—a former Belichick assistant with the New England Patriots—during Ohio State’s 14-7 win over Texas that afternoon. “If Matt Patricia has Arch Manning in hell what do we think Bill Belichick will do to the…
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