Maguire: Celtic Rival Ajax and Porto in Stats — But Fall Short Where It Matters Most

Football finance expert Kieran Maguire has delivered a scathing assessment of Celtic’s summer approach, accusing the club’s hierarchy of “selling fans short” at a time when their financial strength should have fueled greater ambition in Europe. In an interview with *CeltsAreHere*, Maguire compared Celtic’s resources to those of similarly placed European clubs, and the results painted an uncomfortable picture for those running the club.

“There’s certainly no clubs comparable to Celtic as far as the finances of Scottish football are concerned,” Maguire explained. “Rangers would be the closest one, but their revenues are significantly lower, and their financial management hasn’t been as strong. Celtic, by contrast, have consistently turned profits from player sales year after year, something Rangers have struggled to match.”

According to Maguire, Celtic’s financial performance is not the issue—it’s their lack of sporting ambition. He noted that the club’s revenue figures and financial control are on par with respected European names like Ajax and Porto, yet the difference lies in what those clubs have achieved on the pitch. “If you look at teams from countries outside the top five leagues—Portugal or the Netherlands, for example—Celtic’s numbers hold up very well next to clubs like Ajax and Porto,” he said.

However, Maguire pointed out that while Ajax and Porto have made real progress in European competitions, Celtic have stagnated. “It’s easy to see why fans are frustrated,” he added. “If Celtic aren’t consistently among Europe’s top 36 teams, which effectively means being part of the Champions League group stage, it’s a poor reflection on the board’s strategy.”

His remarks echo the growing sentiment among supporters that Celtic’s leadership lacks ambition. Domestically dominant, the club continues to act cautiously on the European stage. Many fans feel the board’s primary objective seems to be finishing just one point ahead of Rangers, rather than competing with clubs like Ajax and Porto.

With yet another Champions League campaign likely to end in disappointment, pressure is mounting on the club’s decision-makers to rethink their long-term vision. Both the data and the supporters are sending the same message—Celtic have the financial foundation to aim higher; it’s time the ambition matched the numbers.