Seen it happen elsewhere. I'm a huge Tolkien nerd, and when Amazon announced that they were making a big-budget series about the creation of the rings from LotR, I was ecstatic. Then they picked two showrunners who had apparently convinced them by speaking the elven language during the pitch meeting or something like that, and generally promising all kinds of stuff. These two idiots had essentially no credentials, having barely worked in the industry at all, just some vague writing credits on no-name productions at J.J. Abrams' studio. Big red flag, but I figured Amazon must know what they're doing if they're picking them for the most expensive TV series ever created.
Then the show came out and it was absolute dogshit. Turns out these two charlatans were not in fact diamonds in the rough, but were very much the bumbling industry rookies that the fandom had feared. As time went on, it gradually came out that they had basically conned the studio into giving them the job by talking big game and passing themselves off as passionate Tolkien scholars or some shit. While there are differences between TV and football, there are also similarities, and it seems clear by now that Amorim used fancy talk and a smidgen of success in Portugal to land himself a job that he was not even remotely qualified for, and then his lack of actual competency caused the train wreck, together with his hubris and self-evident personal flaws that led him to refuse to ever change anything despite the fact that none of what he did came even slightly close to working.