One Good Week From Celtic Doesn’t Erase Twenty Years Downsizing.

Kasper Høgh could prove to be one of the most important signings in Celtic’s modern history.

If the deal is completed, he’ll become the club’s record signing. Hassan appears to be edging closer although as I have said before there are so many conflicting stories that who knows really with that one, but I am hopeful.

Mika Baur remains in the picture despite difficult negotiations.

On The Bhoycie Bus last week I stated Celtic have actually UPGRADED their front line with Duran and Høgh from Maeda and Iheanacho.

On the surface, this suddenly looks like it could be a very good transfer window.

There, I said it.

But here’s the problem.

One good week doesn’t erase twenty years downsizing.

Over the last few days, I’ve seen plenty of supporters suggesting the board deserve an apology. That this proves they knew exactly what they were doing all along.

That we are the Bedwetters and effectively to get back in our box.

I can’t agree. Not because I don’t like the signings. Quite the opposite.

I’m delighted Celtic are finally showing the ambition supporters have been demanding.

What I refuse to do, however, is pretend the frustrations of the last six weeks never happened simply because the final fortnight looks much healthier.

For years we’ve watched the same pattern unfold.

From the same people.

Time and time again.

The window opens, Celtic, we think anyway, identify obvious areas needing strengthened.

Negotiations drag.

Talks continue.

Weeks pass.

Frustration grows.

Then, eventually, Celtic spring into life too late for pre season.

7 out of 9 times too late for Champions League qualifiers.

The cycle never seems to change.

That’s why I don’t believe this conversation is really about Kasper Høgh in isolation.

When I wrote recently about Martin O’Neill and the rumours surrounding his future, many supporters understood exactly what I was getting at.

Whether those rumours were true or not almost became secondary.

My old pal Paul John Dykes summed it up on X.

We’ll find out if he’s in the dugout tomorrow Shug.

The fact that it’s totally plausible tells its own story.— Paul John Dykes (@PaulJohnDykes) July 24, 2026

Supporters believed there was enough frustration around the club for them to feel believable.

That should concern everyone at Celtic Park. It’s also why I’ve started using a phrase of my own.

Ultimado.

Not because Martin publicly demanded anything. Not because anyone can claim to know what was said behind closed doors.

But because every football club eventually reaches a point where something has to give.

Pressure builds.

Managers worth their salt turn the screw on their paymasters.

Did Martin O’Neill call their bluff with an Ultimado moment?

Why does it always seem to take reaching that point?

Because here’s where I think the debate changes.

It isn’t even about this one transfer window.

It’s about the regime itself.

Over the last twenty years we’ve had different managers.

Different scouts.

Different recruitment structures.

Different football departments.

Yet us supporters still find themselves asking many of the same questions every single summer.

Why are we waiting?

Why are negotiations taking so long?

Why do we always seem reactive instead of proactive?

I make the same arguments Window after Window.

At some stage you have to stop blaming individuals and start looking at the culture, because one constant has remained throughout virtually all of it.

Dermot Desmond.

Infact we now have 2 for the price of 1 after his son’s disgraceful and idiotic performance at the AGM last year.

Buy 1, Get 1 Free? Celtic think the transfer market should work like that too!

Now before people inevitably accuse me of wanting to tear everything down, let me make something absolutely clear.

Desmond has overseen one of the most successful periods in Celtic’s history.

Domestically.

Multiple league titles. Domestic trebles.

But football clubs don’t stand still. Celtic have.

Success shouldn’t become an excuse to resist evolution.

Remember another warning from Brendan Rodgers to look back on and acknowledge.

“I’m not the type of manager that’s good at maintaining anything. If there’s just something to maintain, I’m not the manager for Celtic. But to build, grow, develop and push, then, of course, I love being at Celtic.”

The greatest businesses in the world constantly reinvent themselves.

You have to modernise at a fast pace, not try to play catch up.

Instead, Celtic often feel like a club comfortable doing things the way they’ve always done them.

That’s why every summer seems to follow the same script.

Maybe that’s why one exciting week suddenly feels revolutionary and get fans falling for these custodians again.

The truth is, it shouldn’t.

Signing players early shouldn’t be remarkable.

Spending over £10m on a player shouldn’t get you giddy, or in some parts actually concerned at such a large outlay.

Backing the Manager should be a constant theme.

Not a reactive one, once a boat has been rocked.

Showing ambition shouldn’t require supporters reaching breaking point first.

It should simply be normal.

I genuinely hope this becomes an outstanding transfer window.

Nothing would make me happier than being able to praise Celtic for getting it right.

But if we’re serious about taking the club to another level, then we also have to ask the uncomfortable questions.

Is this another excellent transfer window?

Or is it simply another reminder that the current regime only seems to move when the pressure becomes impossible to ignore whether that be from the fans… or the Manager?

Because if it’s the latter, then one good week doesn’t erase twenty years of downsizing.

It simply reminds us why, sooner or later, every successful football club needs fresh leadership, fresh thinking and a new direction.

Keep Your Eyes On The Board.