I get the feeling by some people and
@broccoli can explain better than me because he is a Porto fan, but imo he is that kind of guy who doesn’t have a “normal “ link with football. Simply put, doesn’t need football to survive. He comes more or less from good family background.
Add to that he has that certain playboy good looking type with money on the pocket it’s the perfect reason to be disliked by some.
Must be said he worked with Mourinho but they are totally different, personality or football view, he started as a teenager doing scouting reports for Bobby Robson at Porto.