The National Football League engages over 190 million fans across the US — and more than 40% of them plan to order food and drinks while watching the game at home. That’s a massive opportunity for DoorDash to drive orders. The challenge? Our main competitor sponsors the league, legally blocking us from any official NFL association. But just before the 2024–2025 season kicked off, a major shift in the football world gave us a way in. After 24 seasons with the New England Patriots, Bill Belichick — the most decorated coach in football history — parted ways with the team. With eight Super Bowl rings and no job for the first time in decades, speculation exploded about where he’d coach next. So with all the attention on Belichick, we hired him first. As the Fan Coach. He is famous for his deadpan delivery and no-nonsense press conference style — and we used that to our advantage. As the official Fan Coach, he fielded questions from real fans all season long in mock pressers, offering gameday guidance with his signature sarcasm that led to our brand. The strategy: After a “leaked” amateur video and the official announcement film, we launched the campaign with a series of scripted videos, then opened the floor to real fans on social media. Questions ranged from the practical (“What should I order?”) to the philosophical (“What is life?”), and Belichick responded in character, turning DoorDash into a must-follow gameday companion and a 24/7 football assistant. Featured fans’ questions and Belichick’s real-time responses became part of the campaign. These fans were also rewarded with the Fan Coach Hoodie – a sleeveless hoodie (inspired by Belichick’s signature look) featuring an insulated pocket so they could stash their favorite gameday snacks. By turning into the GOAT, we turned a sponsorship gap into a cultural moment, accomplishing outstanding results and proving that, when it comes to gameday, fans can count on DoorDash.