Evan Ferguson again. The media is obsessed with bad Celtic transfer stories.

If you follow European football, you’ll know there are literally hundreds of strikers out there who could come in and do a job for Celtic. Hundreds of them. Some operate at elite level and we’re never getting near them. Others sit in the “maybe” category.

But here’s the thing: our media only ever focuses on a small handful of names, presumably because those stories sell newspapers—although I’m not entirely sure why.

Which brings me to the obsession with Evan Ferguson.

I found this story tiresome when it first appeared, and it has long since passed the point where it’s anything other than boring.

Ferguson has been linked with this club across the last four transfer windows. Yet, to the best of my knowledge, Celtic have never made a bid for him. The idea that he might arrive in the summer feels so far-fetched, so far outside the realms of possibility, that it barely deserves serious discussion.

So what exactly is it that fascinates the press about Ferguson?

Yes, he played reasonably well against us for Roma and scored at Celtic Park. But at that stage, everyone was scoring against us because of who the manager was and how incoherent the system had become. Beyond that, the record simply doesn’t justify the hype. He had a brief spell in the Premier League and didn’t exactly set the world on fire. In truth, he has never done that anywhere.

Even so, if Celtic tried to sign him, he would cost a fortune. And if we were going to spend that kind of money, there are better players out there.

Perhaps the fascination comes from the Irish angle and the belief that he might be a Celtic supporter. The Irish connection is meaningless. As for the supporter angle, that hasn’t worked out especially well in the past with players like John McGinn.

More importantly, there has never been any clear indication from Ferguson himself that he wants to come here. That’s what separates this situation from someone like Robbie Keane, who openly said long before his arrival that he wanted to play for Celtic.

Ferguson is still young enough that a move here could matter—if he were the player many claim he is. Personally, I have my doubts.

This feels like an easy story for lazy clicks. There has been no breakthrough, no development, nothing to suggest that a deal is imminent or even realistic. In fact, the situation looks exactly as it always has: distant, speculative and unsupported by any evidence that Celtic have shown serious interest.

And even if we had shown interest in the past, that would have been under Brendan Rodgers. We are now well beyond the point where that has any relevance.

That, more than anything else, should matter to the media. If you’re still running stories about players linked when the previous recruitment structure was in place, you might as well stop now. Any list from that era has long since been shredded and thrown in the bin.

After a while, you develop a feel for the stories that have legs and those that don’t. This one has echoes of the Danish lad’s saga all over it—a player linked across multiple windows, with reports suggesting we never made a serious move beyond the earliest stages. Eventually, the club moved on, but the media never did.

That’s exactly what this feels like: a story the press keeps alive for its own reasons, its own ends and its own benefit.

In reality, the only development worth mentioning today is this: Jeff Hendrick, a friend of Ferguson, said he believes the player would jump at the chance to join Celtic.

That’s it. That’s the story.

A throwaway comment. Nothing more.

Yet within hours, Ferguson’s name sat across multiple websites and headlines. The media seized the quote because it allowed them to push the same old material they’ve been pushing for months.

Sometimes it really is that simple.

This isn’t news. It’s recycling.

The media created this story, and now they’re the only ones keeping it alive. There is no concrete interest from Celtic. There is no concrete indication from the player.

It is, in every meaningful sense, a non-story. And yet, because it generates clicks, they’ll keep running it for as long as they possibly can.