"We're trying to do a bit of manoeuvring at this minute. I just think it'll be great for places. If there's proper competition for places, it can only make us better."
That was Martin O'Neill's response when asked about Haissem Hassan's absence from the Celtic matchday squad against Kilmarnock last Sunday.
It was the first time since joining the club in August that Hassan had failed to even make the bench and O'Neill's explanation was as telling as his initial decision.
Celtic paid a fee in the region of £6 million for Hassan, potentially rising to £9m with add-ons. His arrival came as part of a conscious effort to reinforce the frontline following the departures of Daizen Maeda and Kelechi Iheanacho.
The club tracked Hassan for some time and O'Neill even called him before this summer's World Cup, at which the winger impressed with Egypt, chiefly against Argentina in their Round of 16 defeat.
"He presented me the project of Celtic," Hassan said of that first conversation with O'Neill. "He told me a lot about the club, the history, the fans.
"I already knew about the club because they've been in the Champions League a couple of times when I was younger, playing on TV.
"Really, it was mainly about the project, where I would fit. That we are here to win every trophy, like a very ambitious club with values, and it fits perfectly with what I was looking for."
More than three months down the line, and from 17 Celtic appearances, Hassan has no goals and just two assists. Where he fits into that 'project' O'Neill mentioned is unclear at this stage.
The Celtic manager's admiration for wide men – he was one himself – is no secret. He spoke in a recent sit down with the written press about giving 'flair players' license to attack, though Hassan's defensive acumen often leaves much to be desired.
He looks especially flashy going forward, capable of beating most full backs in Scotland. There is a particular air of elegance to Hassan's ball carrying. He hares past opponents with ease.
Celtic knew they were getting that, though. Per Wyscout data from the 2025/26 La Liga season, only Barcelona's Lamine Yamal bettered Hassan's 10.19 dribbles per 90, while his 58.82 per cent dribble success rate ranked in the top quartile of the division.
Hassan's ability to drag his team 70, 80 yards up the pitch is undoubted. Against Celta Vigo last month, he retrieved the ball deep inside his own third before gliding past Marcos Alonso and eventually winning Celtic a corner at the other end.
That same evening, Hassan received possession just beyond the half-way line and once more tormented Alonso, this time advancing forward and whipping a dangerous cross into the box that fell kindly for Mika Baur to convert.
Mika Baur makes Celtic Park roar with a big European goal! https://t.co/U00ehvBTqI
— The Celtic Way (@celticway1888) October 22, 2026
That didn't count as an official assist and in truth, Hassan should have more goal contributions to his name. O'Neill admitted as much last month.
"I honestly think that he would have had, if we had taken advantage of some of the stuff that he has done, more assists than he's had, that's my genuine view," the Celtic manager reasoned.
The numbers add credibility to O'Neill's view. Open play xG assisted measures the expected goal value of the shots a player's open play passes set up for teammates – in other words, the quality of chances they create.
For players in the Scottish Premiership who have played at least 300 minutes this season, Hassan ranks second for open play xG assists with 0.31 per 90, behind only Kieran Tierney, who has 0.34 per 90. It is important to note that Hassan has played a comparatively low number of minutes (573) compared to the majority of the top ten, though.
For open play key passes (the number of passes that lead directly to shots for teammates from open play), Hassan also ranks highly, playing 2.2 per 90. That puts him fifth in the Premiership among those who have played at least 300 minutes this season.
Visualising those passes helps better comprehend Hassan's ingenuity from out wide. Indeed, his key passes have combined to create 2.09 xG in the league, yet he has just one assist in ten Premiership appearances so far.
Hassan offers a creative spark unmatched by many Celtic forwards. Couple that with his innate dribbling ability, and you get a winger who several managers would kill for.
Hassan also isn't afraid to try his luck at goal, averaging almost three non-penalty shots per 90. But most are from low-quality areas – his cumulative xG across 6.4 90s is just 0.81.
On one hand, you could argue O'Neill and his coaches must produce a greater tactical framework to extract more from Hassan's talent and get him in to greater areas. Yet those in the dugout might even be encouraging him to shoot from range.
Hassan also has pitfalls that O'Neill recognises. "Like all players with flair, you have to put up with some of the things that they don't do so well," he said a few weeks back.
Again, data supports the Celtic boss here. The map below sets out all of Hassan's defensive activities – fouls, tackles, challenges, interceptions, blocked passes, blocked shots and pressures – in his 6.4 Premiership 90s this season.
Comparing that with Hyun-jun Yang's map, while considering the South Korean has mustered just 4.8 90s this term, is stark.
What's more, Hassan ranks in just the 18th percentile of Premiership wingers and attacking midfielders for pressure regains (winning the ball back within five seconds of pressuring an opponent) per 90, once more displaying his lack of defensive prowess.
It's also evident on the eye, with right-back Colby Donovan often gesturing towards the Celtic dugout in matches for added support amid Hassan's unwillingness to track back.
Domestically, some may argue Celtic should be able to carry one or two luxury players in Hassan's mould. The reality is the opposition are maximising everything, from tactics to recruitment and beyond, while Celtic seemingly stand still. The gap, then, shrinks.
As a result, in the past year, Celtic have relied on individual brilliance and simply having better players than the other team, rather than real tactical inspiration. While Hassan possesses that crucial natural talent, it has not, so far, proven game changing.
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With Yang returning to fitness and Jota making his first start in 18 months last weekend, competition out wide is increasing.
That said, Hassan should really be getting in matchday squads ahead of Sebastian Tounekti and James Forrest, two men who were on the bench in his absence against Kilmarnock.
The mystery wrapped inside the enigma of Hassan is how to get more out of him. Over to you, Mr O'Neill.
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