From ridicule to reality: Joe Savage on Celtic fans’ response to Hearts title ambition

Hearts’ sporting director Joe Savage has revealed that the club’s current push for the Scottish Premiership title is not a sudden development, but the result of ambitions he openly expressed several years ago—ambitions that were widely mocked at the time, particularly by supporters of Celtic and other rival clubs.

This season, Hearts find themselves in an unfamiliar but exciting position at the top of the Premiership table. They currently lead the standings, with Celtic six points behind, although the Glasgow side do have a game in hand. As speculation grows across Scottish football about the possibility of Hearts breaking the long-standing dominance of Celtic and Rangers, Savage has reflected on how this moment was envisioned long before the present campaign.

Speaking to Off The Ball, Savage explained that three years ago, after Hearts finished third in the league, he was asked during a Sky Sports interview about his personal goals. His response was straightforward and unapologetically ambitious. He stated that his aim was to win the league, stressing that every day he came into work, his focus was on building a squad capable of becoming champions. At the time, his comments were met with disbelief, and his body language, he recalled, suggested he was fully aware people found the idea unrealistic.

The reaction was swift and largely dismissive. Savage said he was heavily criticised across the Scottish football spectrum, not just by Celtic fans but also by supporters of Rangers, Hibernian, and Aberdeen. Many viewed his comments as naïve or delusional, given Hearts’ position and resources at that stage. However, Savage insists that even then, the club was competitive and consistently finishing near the top end of the table.

He acknowledged that, at the time of those remarks, Hearts had not yet benefited from the Jamestown Analytics model or the increased investment that later helped reshape the club’s recruitment and long-term strategy. Despite that, the foundations were already in place. Several key players from that earlier period remain central figures in the current squad, including Lawrence Shankland, Frankie Kent, Craig Halkett, Stephen Kingsley, and others. Their continuity, combined with smarter recruitment and structural improvements, has played a major role in Hearts’ rise.

Savage credits Jamestown Analytics in particular for elevating the club to a higher level. The data-driven approach has helped Hearts make more effective decisions in the transfer market and create a squad capable of sustaining a title challenge. In contrast, Savage suggested that both Celtic and Rangers are not operating at the same level of strength they once enjoyed, creating an opportunity for clubs like Hearts to close the gap.

The wider context of the season has also contributed to Hearts’ position. While Hearts have grown steadily, Celtic have endured a difficult period marked by off-field issues and inconsistent performances. That instability has allowed Hearts to capitalise and establish themselves as genuine contenders rather than outside hopefuls.

However, the title race is far from settled. There are still 20 matches remaining, and Celtic are scheduled to face Hearts twice more before the season ends. With a game in hand and a squad still packed with quality, Celtic remain very much in the hunt. Much will depend on whether Celtic head coach Wilfried Nancy can build on recent improvements, particularly following a more convincing performance against Aberdeen, which hinted at a return to form.

If Celtic can maintain that level of play, the gap at the top could narrow quickly. Even so, Hearts’ current standing represents a remarkable turnaround given their recent history, which includes relegation during the COVID-affected 2021 season and struggles after returning to the top flight. What was once ridiculed as an unrealistic dream is now a tangible possibility, underlining how long-term vision and patience can reshape a club’s fortunes.