Why Hearts' Landmark Championship Challenge Shouldn't Come as a Surprise.

JAMBOS BLAZING

Perhaps the only surprising aspect of Heart of Midlothian's victory over Celtic in the Scottish top flight was the extent to which taken aback observers seemed when news of the outcome and its consequences for the top of the standings circulated. Although this convincing victory at their home ground, which leaves the Jambos leading of the league and eight points ahead of Celtic, was earth-shattering in scale, no one who has been following the progress of either squad this campaign will have been in the least astonished by the final score.

For each of the last 40 seasons, the dominance of two Glasgow clubs of Celtic and Rangers have carved up the Scottish league between them, turning fitba to almost a joke in the process. Several matches into the current campaign it has become clear that Hearts – who number celebrated snooker player, Olympic champion and renowned actor among their celebrity fans – might just be prepared to strike while the Glasgow duo iron is freezing cold.

CELTIC'S SLUMP

Although a lot of the focus in the Scottish game has been on the disastrous season being endured by Rangers, the complete turmoil of the situation at their stadium has meant that the title holders' slightly less terminal decline has been able to fester unnoticed. The defending title winners have so far lost a considerable number from their opening nine fixtures this season under their manager. The team's boss has developed the thousand-yard stare of a individual who constantly checking his schedule to find out how many time are left until his deal expires, and woke up this morning to learn the answer is 246.

"I've never worked harder in my entire tenure here," he informed the media following the defeat, after they had questioned his appetite for any kind of a championship battle. "Therefore the drive is present to attempt to flip the levels that we're at. It's absolutely fine, there is plenty of time."

NEW CHALLENGER

Considering the dreadful start to the season being endured by Rangers, the Celtic boss and his players could typically be anticipated to get away with their own failure to start strongly, but on this occasion an Edinburgh disruptor has joined the fray. In spite of being obliged to operate with a war-chest that is not just a tiny fraction of Celtic's as a minuscule amount in comparison, Hearts have introduced the investment and knowledge of a renowned businessman to the Scottish Premiership mix. As well as investing £10m during the summer, the Brighton owner has provided the club exclusive use of his top secret data-driven Jamestown Analytics player identification system.

In an Irish defender, a Greek talent and a Brazilian prospect it has allowed them to unearth hidden talents from Walsall, the Slovakian top flight and the Norway's second division, among other exotic footballing outposts, for the total price of a mid-range family saloon. Seen at their home venue on Sunday sporting a club colours, the famously shrewd professional gambler could be seen cheering each score with the gusto of a person who had almost certainly noticed the oddsmakers had greatly underestimated his team's chances of defeating the struggling champions, and filled his boots as a result.

MANAGER'S RESPONSE

"I don't think it's a statement win," said bearded team manager Derek McInnes after his side's latest victory, their eighth win in nine outings. "It might be for others on the periphery. It could alter perceptions. It might validate opinions that there's a tightrope. But let's not kid ourselves, we're really pleased with what the players have given us. In terms of skill, we look in a good place, and certainly physically we seem in a good place, so we hope it persists. Naturally, this is not a situation that this club is used to being in." Correct, the manager, it isn't. But the wonderful, data-driven reality is that for the first time in many years, the Scottish game might actually have a title race that a team besides the traditional powers can win.

Cynthia Moses
Cynthia Moses

A branding strategist with over a decade of experience in helping businesses develop memorable and impactful brand identities.