It was a bad week for Doug Gottlieb.

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

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

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

Publicly calling a team “Nobody U” is certainly one thing. Not supporting it and losing to the team you obviously overlooked takes it to a whole other 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 that Michael Vick is negotiating with Sacramento State for his next head coaching job. While Gottlieb wasn’t entirely wrong with his first point – at best, Schefter misinterpreted the amount of zero money Sacramento State has available – it was Schefter’s incredible response that floored him.

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

Despite his “Nobody U” comments, his feud with one of the biggest names at ESPN, and his loss, Gottlieb’s debut as a head coach hasn’t gotten off to the best start.