Football, unlike other sports has always been to love a club and dislike a smattering of others for various reasons.
Chelsea forever there or thereabouts at the top of the tree of dislike. Racist, thuggish, spitting fans, the club of tiny gates who later bought success through the crooked...
Persuading Bruno, Roberts and Macaulay to join him, which did not happen in a second, I think changed quite a few opinions.
Plus Chelsea have always been particularly loathed - racist thugs.