Bill Belichick’s Publicist Assured Focus on His Book was communicated to him just days before his widely-discussed interview on “CBS Sunday Morning,” ensuring that the conversation would primarily revolve around the themes of his new book. TMZ Sports has learned that the intentions behind this interview were to promote Belichick’s latest literary work, which offers insights into his life and career in football.

Sources familiar with the situation revealed that on April 9, the senior director of publicity at Simon & Schuster, David Kass, reached out to Belichick with assurances, stating, “I can guarantee you that the conversation during the interview will focus on the book.” This commitment was intended to keep the dialogue centered around the principles conveyed in Belichick’s writing.

“This is a book segment,” Kass elaborated, “that examines your life in football and what individuals can learn from you to achieve success in their own lives.” This statement underscores the motivational aspects of Belichick’s work, emphasizing personal growth through the lens of his extensive coaching experience.

On April 21, less than two weeks after that reassuring message, Belichick faced no fewer than six inquiries from Tony Dokoupil during the CBS segment. These questions seemed to diverge from the anticipated discussion about his new book “The Art Of Winning: Lessons from My Life in Football,” leading to unexpected topics being brought into the spotlight.

Four of the questions revolved around his relationship with Robert Kraft, who was notably absent in the discussions of Belichick’s book. Other inquiries included Belichick’s portrayal in “The Dynasty: New England Patriots,” a popular 2024 TV miniseries that examined the team’s history. Additionally, at least two questions delved into his personal relationship with his girlfriend, Jordon Hudson, further shifting the focus away from the book.

Sources indicate that Belichick was extremely upset, as he had anticipated that any inquiries concerning Kraft and Hudson would only relate to their roles in his book or, in Kraft’s case, his absence from it. The unexpected personal nature of these questions was a breach of the prior agreement.

Sources further reported that Belichick had previously declined multiple interview opportunities presented by Kass due to concerns that the media outlets would use the book promotion as a gateway to explore unrelated topics. This was a strategic decision aimed at protecting the integrity of his message.

We have been informed that Belichick had at times considered declining the CBS interview altogether. However, Kass was persistent, insisting that he participate, stating in a message to the 73-year-old, “I wouldn’t be this insistent if this wasn’t so important to book sales and without risk.” This pressure ultimately led Belichick to agree to the interview despite his reservations.

Kass, according to our sources, personally traveled to North Carolina on March 20 to persuade Belichick to align with their marketing strategy. Following their in-person meeting, Kass assured Belichick in writing that he had discussed with a CBS producer “about sticking to the book and shared that if they do, they’re going to get a great interview, and he was really open, stating he isn’t interested in going beyond the book.” This was meant to ensure a focused dialogue.

Kass did caution Belichick on March 26 that “there would likely be one question about what you are to this point.” Moreover, on April 8, he indicated that CBS would not provide any questions to them in advance, making it clear to Belichick that there was at least some potential for surprises. Kass also offered on at least one occasion to arrange a call with a current producer so they could “discuss things through” prior to Belichick’s interview.

However, according to sources, Kass ultimately communicated to Belichick that the “CBS Sunday Morning” segment would be a “puff piece” designed to make everyone look good and promote books. This characterization raised further concerns about the interview’s integrity from Belichick’s perspective.

It has been reported that Kass did not accompany Belichick to the interview, which took place at Bill’s former high school, Annapolis H.S. in Maryland. Our sources indicate that Kass chose to stay back, writing to the coach’s team that he “had asked Bill if he wanted me there and he didn’t seem to care, so I thought it best to stay back and not lose all that time in transit.” This decision was indicative of Kass’s understanding of Belichick’s comfort level.

In Kass’s absence, Hudson — who was seated near the producer Gabriel Falcon during filming — took it upon herself to speak out and attempt to redirect the Dokoupil interview back towards book-related subjects. Our sources report that Hudson even attempted to call Kass when things got off track, but she was unable to reach him, highlighting the disconnect during the interview process.

The final cut of the interview aired on April 27 and received significant negative publicity. In response, Belichick released a statement attempting to clarify what he believed led to the interview going so awry. This statement was aimed at addressing the backlash and setting the record straight.

“Prior to this interview,” he stated, “I clearly communicated with my publicist at Simon & Schuster that any promotional interviews I participated in would focus solely on the contents of the book.” This assertion was meant to reinforce the expectations he had set for the interview.

“Unfortunately, that expectation was not honored during the interview. I was surprised when unrelated subjects were introduced, and I repeatedly expressed to the reporter, Tony Dokoupil, and the producers that I preferred to keep the conversation focused on the book. After this occurred several times, Jordon, with whom I share both a personal and professional relationship, stepped in to reiterate that point to help refocus the dialogue.” This comment highlights the frustration experienced during the unexpected turn of events.

He went on to say, “The final eight-minute segment does not reflect the productive 35-minute conversation we had, which covered a range of topics related to my career. Instead, it presents selectively edited clips and stills from only a few minutes of the interview to suggest a false narrative — that Jordon was trying to control the conversation — which is simply not true.” This statement serves to clarify Belichick’s position on the misrepresentation of the interview.

Hudson also attempted to clarify the situation after the show aired, posting on her Instagram page an April 10 email that Belichick had sent to Kass and others. This email confirmed that her boyfriend emphasized the importance of promoting “The Art Of Winning” without addressing “all the current events that do not have anything to do with the book.” She added a Taylor Swift song to the IG post that appeared to be a jab at Kass — “Look What You Made Me Do,” expressing her frustration with how the interview turned out.

CBS ultimately released its own statement regarding the entire situation, stating, “When we agreed to speak with Mr. Belichick, it was for a wide-ranging interview. There were no preconditions or limitations to this conversation. This was confirmed repeatedly with his publisher before the interview took place and after it was completed.” This response aimed to defend the network’s editorial integrity in the face of the criticism.

Kass has yet to publicly address the situation. Meanwhile, Simon & Schuster declined to comment when we reached out on Tuesday, leaving questions about the interview’s preparation unanswered.

Before joining Simon & Schuster, Kass served as the vice president executive director of publicity at Hilsinger Mendelson, where he described himself as “a straight shooter whose word could be relied upon.” This background reflects his commitment to transparent communication within his professional dealings.

In his bio on Simon & Schuster’s website, Kass — who previously helped Jeff Benedict with the Robert Kraft-themed book, “The Dynasty,” achieve New York Times bestseller status — mentioned he has a passion for “orchestrating meaningful publicity campaigns for titles that serve a larger purpose, uncover truths, and tell great stories.” This dedication to impactful storytelling is central to his professional ethos.

“He views book publishing and the accompanying media campaigns as an opportunity to truly change minds,” the bio reads, highlighting his belief in the transformative power of literature and storytelling in society.