They hate him because of the propaganda campaign ESPN started shortly after Manziel won the Heisman. During his Heisman season he was pretty well liked and everyone was saying he should be the first overall draft pick. Then around January of 2013 ESPN started playing up how much of a "bad boy partier" Manziel is. They talked about it all the time. We started seeing pictures like these all the time
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There was the so called autograph scandal which ESPN sensationalized(even though Manziel was cleared from the beginning), they talked about him showing up late for Manning's qb camp, him getting kicked out of a frat party at the the University of Texas, him a driving a Mercedes C-class (30k car), the money symbol he made during the Rice game, etc. They painted a portrait of him as being this spoiled,"privileged", punk, white kid and everyone ate it up. He fits right along with the frat boy stereotype that everyone's been conditioned to hate. In the span of 8 months Manziel went from someone universally loved and predicted to be drafted 1st overall to someone universally despised and predicted to get drafted in the 4th round(even though he hadn't played any football in those 8 months).