The Portuguese manager insists he is not arrogant and would never demand to be the centre of attention, as had been reported in the press this weekAndre Villas-Boas has insisted he did not ask Chelsea players to involve him in their goal celebrations, contrary to media reports this week.
It had been suggested Villas-Boas held a meeting where he instructed his players to celebrate any goals with him and his staff on the touchline to illustrate the unity that exists in the squad.
This was denied by the Portuguese in the aftermath of Chelsea's 2-1 Premier League win over Manchester City at Stamford Bridge.
The manager said: "I am not arrogant. I would never ask the players to celebrate with me. Celebrations are for the players to express themselves.
"This story is incorrect, untrue and unfair. I already told them (The Sun) that if they pay an informant they should get their money back. They have produced two false stories in as many weeks."
However, Villas-Boas did not deny that he had spoken to the Chelsea squad about about the effect that goals had on the backroom staff.
He explained: "I told the players that when we score a goal, the bench lives through the same emotions and we celebrate with them, with the same desire.
"We are there for them and we cannot play. We want to die with them with the effort they put in and that is what I said in that conversation that we had, so it was an unfortunate story.
"It is a pity because I would never do that and I think the world has got to know me - I will never be an individual person to say something so extraordinary as that."