Michael Nicholson, Chief Executive of Celtic FC looks on from the stands prior to the William Hill Premiership match between Celtic FC and St Mirren FC at Celtic Park on May 17, 2025. (Photo by Ian MacNicol/Getty Images)
If external professionals can be trusted to sharpen the club’s messaging, why not invite the same calibre of expertise to run football operations?
Why not appoint a fully empowered Director of Football, with an agreed annual budget, backed by modern analytics, and allow them to lead recruitment and squad planning free of boardroom interference?
Why not publish the supporter survey and the Fairhurst Inquiry findings, and engage with the Celtic Fans Collective to create a formal advisory board where fans have a real voice?
Celtic Supporters at Hampden Park during the 2024 Scottish Cup Final between Celtic and theRangers. Photo Vagelis Georgariou for The Celtic Star
These steps cost little compared to another wasted transfer window and would buy more goodwill than any glossy launch video for infrastructure projects we’d love to celebrate, but feel we can’t.
They would also free the chief executive and the board to focus on governance and strategy, not micromanaging football matters they are ill-equipped to handle.
Delivered sincerely, and with the commitment of ongoing dialogue and supporter engagement, these commitments would turn Barrowfield from a PR distraction into what it truly is, an example of a modern, forward-looking football club making progress.
Until then, infrastructure successes like Barrowfield will feel a wee bit hollow. Fans can see the difference between spending and spending wisely, between the impression of communication and actual engagement and, of course, a willingness to change.
The employing of a new PR cohort feels like board still believes the problem is merely one of messaging, like they still think they are a rip-roaring success, somehow cruelly misunderstood by the fans.
Celtic supporters, Kairat Almaty v Celtic, UEFA Champions League, Play-Off Round, Second Leg, Football, Almaty Central Stadium, Almaty, Kazakhstan – 26 Aug 2025Almaty Almaty Central Stadium Kazakhstan Photo Nikita Bassov/Shutterstock
Celtic’s board, it would appear, has already proved it can outsource PR for a quick win. The next, and far more important victory will come when it does the same for its football department, steps back, lets real football people lead the way and starts building bridges, through genuine, sincere, and ongoing communication with a support who could actually help.
Celtic CEO Michael Nicholson during the match between Celtic and Hearts on May 04, 2024. (Photo by Ian MacNicol/Getty Images)
It shouldn’t be difficult. So why the ongoing silence, Michael?
Niall J
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