It’s been a bad week for Doug Gottlieb.

After getting into a social media spat with ESPN’s Adam Schefter, Gottlieb then led UW-Green Bay to a 72-70 loss to Michigan Tech, a Division-II school, on Wednesday afternoon.

While one loss during a college basketball season isn’t the end of the world, it’s what Gottlieb said before the game that makes the defeat so much worse.

Gottlieb, the former media analyst who is in his first season leading the Phoenix, ripped Michigan Tech and called it “Nobody U” while complaining about its schedule.

Publicly calling a team “Nobody U” is certainly one thing. Not backing it up and losing to the team you clearly overlooked takes it to a completely different level.

Gottlieb tried to play it off after the loss and didn’t apologize.

Wednesday’s loss came just days after Gottlieb’s back-and-forth with Schefter on social media. Gottlieb called out a Schefter report about Michael Vick being in discussions with Sacramento State for its next head coaching job. Though Gottlieb wasn’t totally wrong in his first point — Schefter at best misinterpreted the amount of NIL money that Sacramento State has available to it — it was Schefter’s incredible response that crushed him.

Wednesday’s loss dropped the Phoenix to 2-11, and extended their losing streak to eight games.

Between his “Nobody U” comments, his feud with one of the biggest names at ESPN and his losing skid, Gottlieb’s head coaching debut isn’t off to the best start.