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.

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