From Surprise Signings to Public Sagas: What Happened to Celtic’s Transfer Strategy?

Celtic’s transfer strategy once allowed the club to complete signings before supporters had even heard the player’s name. Now, every club in Europe appears to receive several weeks’ notice that Celtic are interested.

During Ange Postecoglou’s first two transfer windows, Celtic often acted with urgency. The recruitment was not flawless, but it rebuilt a broken squad and delivered players who immediately changed the direction of the club.

CELTIC ONCE MOVED WITH PURPOSE

Liel Abada arrived on 14 July 2021, while Kyogo Furuhashi followed on 16 July. Carl Starfelt signed on 21 July, with Joe Hart joining on 3 August. Josip Juranović arrived later that month.

Celtic also completed deadline-day deals for Jota, Cameron Carter-Vickers and Giorgos Giakoumakis. Those moves added quality and depth to a squad that badly needed both.

The following January showed even greater preparation.

Daizen Maeda, Reo Hatate and Yosuke Ideguchi were announced on 31 December 2021, before the transfer window had officially opened. Matt O’Riley then arrived on 20 January.

Celtic had identified their targets and moved before competitors had time to react.

Compare that approach with the present situation.

The Duran negotiations appeared to last around three weeks. The appointments of Martin O’Neill’s new coaches also took weeks to complete. Now the pursuits of Kasper Høgh and Mika Baur appear to be following the same exhausting route.

Every delay gives another club time to make a phone call.

DOM McKAY UNDERSTOOD COMMUNICATION

Dom McKay was Celtic’s chief executive during the opening months of Postecoglou’s rebuild. Ange drove the football vision, while the recruitment and executive teams worked to complete the deals.

McKay’s spell was brief, yet many supporters still remember the sense of energy surrounding the club. Celtic appeared willing to act early rather than wait until every negotiation became public.

He also understood the value of fan media.

McKay engaged with supporter-led outlets and recognised that communication could strengthen the relationship between Celtic and the people who follow the club. He did not treat fan media as an inconvenience.

Celtic could do with someone displaying those qualities now: visible leadership, clear communication and the ability to get important work completed without endless delay.

JUST GET THE DEALS DONE

Nobody expects every transfer to be simple. Selling clubs negotiate, agents push for better terms and players consider several options.

However, Celtic cannot allow almost every target to become a public saga.

The longer negotiations continue, the more leverage the other side gains. Rival clubs become aware of the player’s availability, while supporters receive daily updates without any meaningful progress.

Celtic have already shown that they can recruit quickly and effectively. Postecoglou’s first two windows provide the evidence.

The club does not need another review, explanation or carefully worded excuse.

Identify the targets, agree the terms and complete the signings.

Just do the job.