Celtic got the messaging of Ajer exit and Starfelt arrival absolutely spot on

By John McGinley

July 22, 2021

The Celtic communications strategy has come under fire in recent seasons. I’ve been as critical as anyone in various articles and on podcasts.

However, credit where it’s due, they delighted the support yesterday with the timing and structure of two major transfer deals.

Kristoffer Ajer left the building first, completing a move to Brentford for a fee of at least £13.5m. [Sky Sports] In isolation it was a nice bit of business considering he had less than a year left on his contract and already admitted he wanted to leave.

However, in conjunction with the announcement of Carl Starfelt’s arrival less than an hour later, it looks like excellent strategy in the market.

Of course, we’ve yet to know whether Starfelt will be a success in Scotland. However, he has the profile of someone who can make a big impact at Celtic. He certainly looks like a direct first-team replacement for Ajer.

Celtic take some positive first steps under Ange Postecoglou

As we discussed yesterday, he could well end up being an absolute bargain for the Bhoys.

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So, supporters barely got a chance to miss the Norwegian international before welcoming a Swedish international to the club. That’s how to do it.

Clearly, the club will have known for a while the situation of both players, lining it up like last night was not by accident.

Celtic approach on Starfelt and Ajer delighted fans

It hopefully signals that Celtic are well aware of the perception of what’s needed this summer and that they are eager to deliver for supporters.

Lots more signings need to follow Starfelt. I don’t think there’s a fan in the land who disagrees with that.

Photo by Sergei SavostyanovTASS via Getty Images

However, this announcement, as well as the surprise arrival of Kyogo Furuhashi is earning the club a bit of credit, finally. That’s what we want. We don’t enjoy being critical. It’s nice just being a fan.

These supporters were delighted with the Starfelt announcement, taking to Twitter to share their thoughts on it all…

In other news, Scottish Health Secretary confirms Celtic Park will host Covid-19 vaccinations.