A digital strategist with over 10 years of experience in media planning and consumer analytics, passionate about data-driven marketing.
Maybe the sole surprising element of Hearts' victory over the Glasgow giants in the Scottish Premiership was just how taken aback people appeared when news of the result and its consequences for the top of the standings emerged. While this convincing victory at their home ground, which puts the Edinburgh side leading of the table and a significant margin ahead of Celtic, was seismic in nature, no one who has been following the progress of both team this season will have been even remotely shocked by the result.
For each of the past four decades, the dominance of two Glasgow clubs of Celtic and Rangers have carved up the Scottish football between them, reducing the beautiful game to something of a joke in the process. Nine games into the current season it has become apparent that Hearts – who number celebrated snooker player, Olympic champion and renowned actor among their celebrity fans – could be prepared to make their move while the Glasgow duo influence is at its weakest.
While a lot of the attention in the Scottish game has been on the absolute bin-fire being suffered by Rangers, the full-spectrum nightmare of the circumstances at Ibrox has meant that Celtic's comparatively less severe decay has been able to worsen unnoticed. The reigning champions have so far dropped 10 points from nine fixtures this season under Brendan Rodgers. The Celtic manager has developed the thousand-yard stare of a man who constantly consulting his schedule to see how many time are left until his deal expires, and woke up this day to learn the number is 246.
"I've never worked harder in all my time at the club," he informed reporters following the defeat, after they had questioned his appetite for anything resembling a title fight. "Therefore the drive is present to attempt to reverse the levels that we're at. Everything is under control, there is plenty of time."
Given the dreadful beginning to the season being endured by the other Glasgow side, Rodgers and his players could typically be expected to escape scrutiny for their own failure to start strongly, but this year an Edinburgh disruptor has entered the fray. In spite of being forced to function with a budget that is not just a small portion of Celtic's as a minuscule amount in comparison, the Tynecastle outfit have added the investment and expertise of a renowned businessman to the Scottish Premiership mix. As well as investing £10m during the summer, the Premier League figurehead has granted Hearts sole use of his highly confidential analytics-based proprietary scouting player identification system.
In Oisin McEntee, Alexandros Kyziridis and a Brazilian prospect it has allowed them to discover hidden talents from Walsall, the Slovakian top flight and the Norwegian second tier, among other lesser-known leagues, for the total price of a modest car. Seen at their home venue on matchday sporting a club colours, the famously shrewd professional gambler could be observed cheering each score with the enthusiasm of a man who had likely noticed the bookies had greatly underestimated his side's chances of defeating the out-of-sorts champions, and placed large bets as a result.
"I don't think it's a message-sending victory," said bearded Hearts gaffer the head coach after his team's most recent success, their eighth in nine league matches. "It might be for those on the outside looking in. It could alter perceptions. It might validate opinions that there's a tightrope. But let's not kid ourselves, we are delighted with what the players have provided us. Technically, we look in a good place, and definitely physically we seem in a good place, so we hope it persists. Of course, this is not a situation that the team is used to being in." No, Derek, it isn't. But the wonderful, data-driven truth is that for the initial occasion in ages, the Scottish game might genuinely have a championship battle that somebody other than Celtic or Rangers can claim.
A digital strategist with over 10 years of experience in media planning and consumer analytics, passionate about data-driven marketing.