Nick Saban has sometimes called overly positive stories about his Alabama football team “rat poison.” He could be rather irritable, especially during his tenure as the Miami Dolphins’ coach. At one point, he declared he wouldn’t coach the Crimson Tide.

“I guess I have to say it,” Saban remarked. “I’m not going to be the Alabama coach.” Spoiler alert!

Bill Belichick, on the other hand, used to treat the media like an annoyance—akin to a plague.

Now, in a comical turn of events, both Saban and Belichick are in the spotlight as media figures. It’s quite astounding to witness.

When Saban appeared on the Paul Finebaum Show last month, the host echoed a sentiment shared by many: “Some people have labeled you as a media guy. Still hard for me to get used to.”

Their transition to media personalities is comparable to Darth Vader joining the Rebel Alliance or Donald Trump taking a role in a Kamala Harris administration. Saban and Belichick must find this situation amusing, as they now earn millions in a field they once often criticized or, in Belichick’s case, outright loathed.

Currently, Saban is working as an analyst for ESPN, while Belichick is so active in media that he’s often more present than anyone else.

As Richard Deitsch and Andrew Marchand from TheAthletic pointed out: “Belichick is everywhere. He’ll be a regular guest on Pat McAfee’s show, has a permanent guest spot on ESPN’s ‘Monday Night Football with Peyton and Eli,’ will have a role on the CW’s ‘Inside the NFL,’ hosts a 30-minute show with Peyton Manning on ESPN+ focused on that week’s ‘Monday Night Football’ matchup, runs ‘Coach with Bill Belichick’—a weekly football analysis show for Underdog Fantasy that streams on YouTube—and will even be contributing to SiriusXM during the NFL season. This man has become Ryan Seacrest in just one offseason.”

Marchand speculated that Belichick could be making around $10 million from his various media activities.

While we’ve witnessed other disaffected figures switch sides to the media (like Darth Vader), nothing compares to this, especially concerning Belichick.

Belichick was methodically old-school in an evolving media landscape. He felt like a character from the past navigating a futuristic world. His success in winning multiple Super Bowls allowed him to operate on his own terms.

His opposition to the media became almost comical at times, giving birth to the famous catchphrase: “We’re on to Cincinnati.”

In 2016, when it came to light that he had written a note to then-President-elect Donald Trump, Belichick had to clarify it at a press conference.

“I’ve received a number of inquiries regarding a note I wrote to Donald on Monday. Our friendship goes back many years,” he explained. “Anyone who has spent more than five minutes with me knows I’m not political. My comments do not stem from political motivations. Friendship and loyalty are just that,” he continued. “It transcends political or religious views. I send hundreds of letters and notes each month. It doesn’t mean I agree with every person’s views on politics or religion. However, I cherish my friendships, and that’s what that letter to Trump represented.”

Remarkably, he responded to all follow-up queries about the letter with just one word: “Seattle.” That referenced New England’s next game.

Interestingly, in one-on-one interviews, Belichick reveals a charming and intelligent side. I interviewed him for a biography about Jim Brown, and it was one of the best discussions I’ve had.

Belichick and Saban share a close friendship, partly because of how they both perceive the media. They have regarded it as a tool to convey messages to their players. Saban explicitly mentioned this during his conversation with Finebaum.

“What message do I want to send,” Saban remarked about his press conferences, “to our fans, to our players, and to reinforce our program’s culture.”

Now, the former insiders are on the outside, appearing less grim and aggressive. They come across as almost friendly and pleasant while performing their media roles.

Welcome aboard, gentlemen. Best of luck!