Mourinho’s Real Madrid return brings a softer image – but the old test is still to come

Jose Mourinho has begun his latest spell at Real Madrid with a noticeably calmer public image, prompting debate over whether the change reflects a genuine shift in character or another carefully managed media strategy.

The Portuguese manager is presenting himself as more conciliatory and empathetic than the animated, confrontational figure who transformed the atmosphere around the club and Spanish football during his previous tenure around 15 years ago.

According to Mundo Deportivo, Mourinho appears to have moved away from the “either you are with me or against me” approach that divided Real Madrid supporters into two almost hostile camps. Instead, he is promoting a more united message as he begins work on his new project.

The question is whether this version of Mourinho will remain in place throughout the season, or whether it is simply the latest communication strategy from a manager who has frequently used the media as part of his wider approach to football.

At his first appearances before the press, Mourinho has adopted a friendly manner and consistently placed his players at the centre of attention. He has focused on footballing matters, avoided direct controversy and limited himself to the occasional striking headline, while giving his answers a meaning that extends beyond the immediate questions from reporters.

After only four news conferences, Mourinho has yet to become involved in a public dispute. His tone has been conciliatory towards the media, referees, institutions and players – the same areas that became central to the battles of his first spell at Santiago Bernabeu.

Those conflicts eventually contributed to the strain of that period and ended with Mourinho leaving Real Madrid in 2013, despite still having time remaining on his contract.

The contrast with his earlier image is stark. During his first stint as Real Madrid manager 16 years ago, Mourinho was widely portrayed as the villain of Spanish football. Newspaper archives and the collective memory of supporters still recall his clashes with journalists and opponents, including Pep Guardiola and Manuel Preciado.

He also fell out with members of his own squad, notably Iker Casillas and Pedro Leon, while his confrontations with referees became another defining feature of his time in Madrid. His confidence, forceful personality and emotional reactions had already helped make him one of football’s most recognisable figures during spells in charge of Chelsea and Inter Milan.

Before his return to Santiago Bernabeu for the match against Real Sociedad, Mourinho said: “For years, and not only now, I have felt calmer and more in control of my emotions.”

The current circumstances at Real Madrid are favourable. Consecutive victories, the enthusiasm surrounding the team and the players’ commitment have helped maintain a remarkably peaceful environment, keeping the more combative Mourinho out of view.

However, many observers believe the real test will come when results turn against the team or problems emerge within the dressing room.

“We will see what happens when the bad times come, because they will come, and frustration will come,” Mourinho said at his first news conference of the season. “The players help me not to face problems.”

For now, Real Madrid’s positive momentum is allowing Mourinho to sustain his new public persona. Whether it is a lasting transformation or a temporary strategy will become clearer when the pressure of the season begins to increase.