Celtic have made just two signings this summer while 14 players have left the club, a situation that has frustrated former Hoops hero John Collins. The ex-assistant manager, who worked under Ronny Deila at Parkhead, knows the difficulties of the transfer market but insists the board cannot afford to repeat last season's mistakes.
Austrian side LASK stand between Martin O'Neill's men and a £40million Champions League windfall. Record £11m striker Kasper Hogh and £6m signing Camilo Duran are the only new arrivals, leaving Celtic with less than a fortnight to finalise their squad for the crucial European tie.
Collins warns time is running out
Collins has warned chief executive Michael Nicholson that the clock is ticking to get business done. He said: “I would like to think they have learned a lesson after last season. Everybody in the building at Celtic Park from below the directors to the owner to the fans.
“It was obvious the recruitment was not good enough. It wasn't done quickly enough and it left them bare for the Champions League. It cost them dear, not just in terms of qualification, but in atmosphere.
“That's what Celtic Football Club is all about: the atmosphere that makes them unique inside that stadium when the fans are united behind the team.
“No matter what anybody says, it pushes them on and makes them win games. People say the fans cheering and singing gives players energy and they lost that last year. For six months, it was not a great atmosphere.
“So I thought they would've come out all guns blazing in the transfer market and had five players in the building by now, five players that would have made the team better. But it's not happened.
“I've been there, it's not easy to get the players you want at the right price you think is fair. They've got a wage structure that they don't want to break.
“They've got transfer fees that, in reality, they have to break, because what was an £11m player now compared to three, four years ago.
“There's not a huge difference in the quality of the players, but that's just the state of the market. The cost has gone up, it's the same for everybody.
"But the challenge is finding the diamonds in the small teams, in the small leagues that the data hasn't thrown up. It's not all about the data, it's about a trained eye. Can they find a little diamond in a small team that's got a bit of magic?”
Agents use Celtic to spark bidding wars
Collins insists fans don't always appreciate how difficult it is to get deals over the line. He claims agents regularly use Celtic's interest to spark bidding wars and squeeze bigger wages from clubs south of the border.
He said: “Say we're looking for an energetic midfield player that can support and play alongside Callum McGregor.
"We're looking all over Europe, in the leagues where they can afford it. You're not looking at English Premier League because you can't afford them.
"So your Scandinavians, that's a good market for Spanish, Portuguese, lower teams. You'll draw up your list of five players. Number one - he's the best.
"You go for number one, first thing you contact the agents. ‘Did you watch him?’ Yes. ‘Does he want to come?’ Yes. ‘What's his wages?’ Right, okay, we can pay him that. 'How much is the club wanting for him?’ £3m? Okay, the club can afford that.
"You go for him, the agents say he's keen, he's coming. The next thing the agent’s all over England saying Celtic are coming in for him.
"The next thing he's away to Germany, he's away to England. You spend a month on that, you've watched him three times, you went to Holland - boom, played like a fiddle. You've lost your number one.
"On to number two, on to number three. So the players that come in are usually not the ones at the top of their list.
"So that's how it works. It's the same for every club, it's not just Celtic. But what happens is the agents use Celtic, and often do, to get more money, more transfer fee. So you've got to move quickly.
"My theory is you've got to move quick and give ultimatums to agents and players.
"Here's the offer, it's 24 hours, come back and say yes or no, that's how that would work out. So you're not using this to go elsewhere.”
McGregor demands ambition
Celtic captain Callum McGregor unfurled the League flag and demanded the hierarchy show more ambition this season. Collins suspects the captain won't be the only one keeping a close eye on what business is done before the window slams shut.
He added: "Well, I think Callum said that in his interview about the need for reinforcement around him. Obviously, you've got to be careful how you say it. But the board and the owner make the final decisions. They've got to get it right.
"This is a big season for Celtic. They got out of jail last year and used all their cards last season. The cards fell for them. Martin coming back, last minute goals, penalties, handballs - a lot of things fell in Celtic's favour.
"Anybody will tell you that. But you take it, they worked hard and they kept going to the 98th minute every week.
"That was the strength and that's what Martin O'Neill brought to the equation: pushing players to keep going, keep going.
"But there was a lot of good fortune along the way. Anybody will tell you that won't last and last. You've got to get the quality on the door and build reinforcements. It's a constant theme for Celtic. They buy, they sell and they buy, they sell.
"The board gets criticised, the recruitment department gets criticised, but there's lots of positives amongst the criticism that doesn't often get talked about. So you've got to remember this is success.
"When English teams are coming to buy your best players, it means you're doing something right. And at the same time they'll be winning trophies, doubles, trebles, league titles.
"They get stick often from their own fans because the fans are demanding but there's always got to be a bit of reality as well."
*John Collins was promoting Premier Sports’ coverage of Scottish football including over 80 matches from the Scottish Premiership, Premier Sports Cup and Scottish Cup. Fans can watch an entire season of football for only £99 using promo code FITBA26.
