In the tempestuous world of Scottish football punditry, few voices carry as much weight, and indeed, as much contention, as that of Hugh Keevins. A seasoned columnist and radio personality, Keevins has never shied away from offering blunt assessments, often to the ire of supporters. His recent declaration regarding the new Rangers management under Russell Martin—that the three-word statement “I heard better” had “better be true”—is a quintessential Keevins pronouncement, dripping with skepticism and laying down an immediate challenge to the Ibrox regime. It suggests a deep-seated lack of conviction in the early days of Martin’s tenure and the club’s transfer strategy, implying that any positive whispers about the new direction are, for now, unfounded in the eyes of a cynical observer.
Keevins’ comments, which emerged around early July 2025, highlight a crucial period for Rangers. With Russell Martin recently appointed as head coach following Philippe Clement’s departure, and a new American ownership consortium (49ers Enterprises) taking the reins, there’s an expectation of significant change and immediate impact. However, Keevins, ever the contrarian, appears unimpressed by what he’s seen or heard thus far, particularly concerning the transfer market activity and the perceived momentum generated by the new leadership.
To understand the weight of Keevins’ “I heard better” statement, one must consider the backdrop against which it is made:
- The Pressure Cooker of Ibrox: Rangers operate under immense pressure. The expectation is nothing less than winning every trophy and consistently challenging Celtic. Any period of transition or perceived underperformance is met with intense scrutiny and often, fervent criticism from the fanbase and media alike. Russell Martin is the club’s fourth manager in as many years, highlighting the short leash afforded to Ibrox bosses.
- The Celtic Benchmark: Rangers’ primary measure of success is always against Celtic. Brendan Rodgers’ side continues to be a formidable opponent, having just equalled Rangers’ record of 55 league titles. Keevins has frequently written about the “number 56” and the historical implications of Celtic potentially surpassing Rangers’ record. This relentless competition means any perceived weakness or slow start at Ibrox is immediately magnified. Keevins has openly expressed fears that Martin will be a “slow burner” rather than the “raging inferno fans want to torch Celtic immortality.”
- The New Ownership and Transfer Expectations: The arrival of the 49ers Enterprises consortium generated significant optimism among the Rangers faithful. Many supporters anticipated a substantial influx of cash and a “blowing the bloody doors off” approach to the transfer market, attracting “A-list, Hollywood-sized” signings. Keevins, however, has consistently poured cold water on this notion, suggesting that the new owners are focused on “financial sustainability” and that fans expecting “cash scattered in the transfer market like a man with no arms” are in for a disappointment.
- Russell Martin’s Profile: Martin’s appointment was seen by some as a gamble. While a “deep thinker” with a clear footballing philosophy (possession-based, building from the back), his managerial track record (including a recent relegation with Southampton from the Premier League) doesn’t boast the immediate, trophy-laden success many Ibrox fans crave. Keevins has openly questioned if Martin is “too ‘Nice'” to spearhead the revolution needed to topple Celtic, and has even suggested his three-year contract might be “one year’s wages followed by two years’ compensation when his unsuitability for the role of manager necessitates the termination of his employment.” This scathing pre-judgment sets a high bar for Martin to overcome.
Keevins’ three-word statement is a direct challenge to any positive spin or internal reassurance coming out of Ibrox. It suggests dissatisfaction on several fronts:
- Lack of Marquee Signings (Perceived): While Rangers have made five official signings by July 5 (Lyall Cameron, Max Aarons, Oscar Cortes, Joe Rothwell, and Thelo Aasgaard), Keevins appears to view these as insufficient to bridge the gap with Celtic or to truly excite the fanbase given the new ownership. He highlighted the signings of “two guys from Bournemouth, Max Aarons and Joe Rothwell, one a loanee and the other one now into his 30s, along with Emmanuel Fernandez, late of Peterborough United in the third tier of English football,” implying these aren’t the “blow the bloody doors off” transfers fans were expecting. The potential for more ambitious targets like Jesurun Rak-Sakyi (Crystal Palace, £10m valuation) or Dor Turgeman (Maccabi Tel Aviv, £5m) may be acknowledged, but for Keevins, the concrete deals done so far don’t match the level of ambition he expects from a “new regime.”
- Absence of Immediate, Transformative Change: Keevins seems to be looking for immediate, tangible evidence that Russell Martin’s management is fundamentally different and decisively better than what came before. “I heard better” implies that the early buzz, the strategic plans, and the initial transfer activity haven’t translated into a palpable sense of superiority or an undeniable shift in the club’s fortunes that would truly threaten Celtic’s dominance.
- Concerns about Playing Style and Adaptability: Martin’s possession-based style, while aesthetically pleasing, has sometimes been criticized for being slow and methodical. Keevins has previously mocked this, suggesting “Rangers fans will have time to leave their seats, buy a pie, and sit back down again before the creation of a goal leads to its execution.” The “I heard better” could be a veiled reference to a fear that this style won’t deliver the immediate, high-octane results demanded at Ibrox, particularly in crucial European qualifiers.
- The Weight of History and Expectation: Keevins reminds Martin that “Buddhism doesn’t prepare you for Glasgow,” a sharp jab at the manager’s calm demeanor and reported philosophical leanings, implying that the unique, high-pressure environment of the Old Firm rivalry will be an entirely different test. The “scathing Rangers claim” he reportedly heard—that Martin is a “second-rate manager” and Rangers would be “lucky to finish in the Premiership’s top six”—reflects the extreme end of the negative sentiment Martin will face if he fails to impress immediately.
Hugh Keevins’ three-word challenge encapsulates the immense pressure on Russell Martin and the new Rangers hierarchy. It demands that the “better” he’s heard about this new era—the talk of a cohesive plan, strategic signings, and a clear path to success—must translate into undeniable reality on the pitch. With Champions League qualifiers fast approaching, Martin’s team selection, tactics, and suitability for the job will face immediate and unforgiving judgment. As Keevins himself states, “A win and he’s the new Walter Smith. A defeat and the judgement of those who appointed him in the first place will be called into question.”
For Russell Martin, Hugh Keevins’ skepticism serves as a stark reminder of the unique demands of managing Rangers. The only way to silence the critics, and indeed, to make “I heard better” a genuine truth, is through tangible success on the field, starting with impressive performances in the upcoming pre-season friendlies and, most critically, in the early competitive fixtures. The battle for supremacy in Glasgow is not just on the pitch; it’s a war of narratives, and Keevins has fired an early, potent salvo.
