However, an unfortunate hashtag appeared on the digital billboard behind the Super Bowl-winning coach.
#Flexball appeared numerous times while Belichick said he was "shocked" to hear reports balls used in their 45-7 win over the Indianapolis Colts were under-inflated.
The flexball hashtag is actually an ad for a Gillette razor. Gillette also has the naming rights for the Patriots' stadium in Foxborough, Massachusetts.
Maybe it wasn't the best advertisement to show for a Patriots news conference.