1. Feels disrespected by the players and staff for perceived slights due to a lack of confidence

2. Feels disrespected by Ted Lasso for not putting the picture up in visible place (which we see later Ted displayed it at home)

3. Feels like he is a better coach (he isn't) and knows the game better than Ted (which he does) after Richmond struggles in a 2nd tier league meanwhile people are praising him on social media throughout the season.

4. Doesn't get any recognition from his father, who he starts treating mildly disrespectfully (whistling at his parents in the restaurant) due to his growing resentment.

5. Clearly sees Ted as another failed father figure whose faults are obvious, which combined with his self-loathing, creates a spiraling hatred for a man who is easier to hate than his actual father.