Skepticism is the polite way to describe the reaction of the local media when Ruben Amorim was appointed Sporting boss in 2020. Understandable, considering he was a 35-year-old rookie with just 17 games of professional management on his resume.
To make matters worse, he spent most of his playing career at city rivals Benfica.
So it felt fair for reporters to wonder why this ‘who coached no one’ – as one columnist put it – was seen as the man who would solve Sporting’s problems.
“Madness,” read one headline, quoting Luis Figo’s assessment of the decision to pay the third-highest fee ever paid for a boss.
“What are you going to do if things turn out as badly as your predecessors,” asked one reporter, noting that they had gone through 16 managers in the 19 years since their last league title.
When Ruben Amorim was appointed Sporting Lisbon boss in 2020, reactions were mixed
Amorim was a 35-year-old rookie with just 17 games of professional management on his resume
Where Erik Ten Hag’s style often resembled rabble-rousing, Amorim has a clear football identity
His answer was short and sweet. “And what if things go well?” he said.
With those six words, Amorim set out his message for Sporting fans: confident – some might say arrogant – with dry humor. Above all, a smart communicator whose press duties are often as entertaining as the match.
When you read that last paragraph, you’re probably thinking, “You can’t win anything at a press conference.”
Amorim would disagree. The former midfielder, described as a ‘masterful trash talker’, believes that matches on match day should not start in the stadium, but in the media room.
Sound familiar, Manchester United fans?
“For a manager, whatever the outcome, you have to come out on top at a press conference,” Sir Alex Ferguson once said. “You can commit suicide during a press conference… it’s an important part of your job.”
Another celebrity could be Amorim’s idol Jose Mourinho, who himself described his compatriot as ‘the new Mourinho’. The pair exchange regular text messages and Amorim calls him his “reference” but adds: “There will be no second Mourinho. Mourinho is unique.’
Although they both borrowed tactics from Johan Cruyff’s book – name a coach in Europe who hasn’t been influenced by Cruyff, to be honest – Manchester United’s outgoing boss couldn’t be more different from the man who is being tipped to be his successor at Old City. Trafford.
Portuguese legend Luis Figo was a figure who was particularly critical when Amorin arrived
Like legendary United boss Sir Alex Ferguson, Amorim believes press conferences are crucial
Where Ten Hag’s style often resembled a rabble, Amorim has a clear football identity – more about that later. Where the Dutchman was accused of being a bumbler when he spoke, Amorim is a master orator. While Ten Hag caused friction, Amorim is a specialist in uniting groups.
“The best word to describe Ruben is sincere,” a former colleague who now works elsewhere in Portugal tells Mail Sport. ‘He values relationships, makes sure everyone in the building feels heard, from team captain to office staff, it creates a winning mentality.
‘He is loud, but never aggressive or rude. He is a leader and makes everyone feel like they are working with him and not under him. But his best (trait) is communicating, which makes everyone feel united and trusted.”
An expert on Portuguese football and author of books on the subject, Tom Kundert, adds: ‘He has a remarkably jovial attitude, even when the pressure is on. He is one of those who fosters an excellent spirit among the entire squad, which is the fruit of his communicative approach.
‘I don’t remember him ever criticizing any of his players in public and I don’t remember any news report about an unhappy player. He will say things like, “We lost because I am an inexperienced coach who is learning the trade.” He does a great job of sidestepping any controversies.”
Well then, if you notice that Old Trafford is a carousel of controversies. The round-the-clock debates in the British media means there is always one Premier League club they believe is in crisis. It is usually unified, almost as if magnetically drawn towards chaos.
Of course, Amorim doesn’t have a magic wand. Since Ferguson’s departure, many talented managers have tried to crack it at United. They all walked into the building with confidence, leaving behind a shell of their former selves.
There’s also something to be said about why a man with two Portuguese titles to his name – considering Porto and Benfica had a duopoly in the league for twenty years, which is a bigger achievement than it might sound – is still at Sporting. He must be doing something wrong during job interviews.
Liverpool, for example, were enthusiastic but backed off. Barcelona looked at him this summer but did not follow through, while he has been on Tottenham’s radar in the past. Some insiders suspect that his agent has been playing games with clubs and also with the media by spreading false stories.
Amorim is said to be ‘familiar’ with his 3-4-3 formation, which has a strong defensive core but also scored more than 100 goals last season, and his 29-year-old assistant Carlos Fernandes – described as ‘the Mourinho of Amorim’s team. Bobby Robson’ – is loud on the training pitch.
Amorim’s idol is Jose Mourinho, who himself described his compatriot as ‘the new Mourinho’
If he moves to United, Amorim will have to deal with the enormous scrutiny that United are scrutinizing
He sees his backroom staff as an extension of his principles and his right hands are akin to frantic gestures on the touchline. Amorim is ruthless when it comes to substitutions and is not afraid to call out players for mistakes. He considers passing backwards when vertical options are active to be a mistake.
Mail Sport attended a Derby in Lisbon in April, when Sporting overtook Benfica to almost win the title, and Amorim was asked if he was being called ‘Mourinho 2.0’, to which he replied: ‘I’m just the Sporting coach, that’s all. ‘
He could soon be ‘just’ the coach of the biggest club in the world.