Now, with one game left, Hearts are 90 minutes from rewriting history.
The Jambos travel to Celtic Park, two points clear at the top of the table. Celtic, champions in 13 of the last 14 seasons, must win. Hearts need only a point to secure a first league title since 1960.
For Loïs Guzukian, co-owner of Hearts and founder of Scottish football media platform Scottish_fr, the prospect is almost surreal.
His own journey with the Edinburgh club began not in Gorgie but through a FIFA tournament.
“A friend of my brother was a Celtic supporter and had created a competition using smaller clubs,” he recalls. “The colours, the heart-shaped badge... I liked it straight away. It made me want to find out more and then I was hooked.”
Guzukian then launched Scottish_fr in 2016, first on Twitter and later on other social media platforms and through podcasts dedicated to Scottish football. Eventually, the relationship became ownership.
He is now one of almost 10,000 Hearts supporters who collectively own Scotland’s largest fan-owned club.
The transformation began in 2014 when Ann Budge rescued Hearts through BIDCO 1874 and aligned with the Foundation of Hearts initiative.
“It’s a system where supporters contribute whatever they can every month and the money goes directly into the club,” Guzukian says. “She put everything on the table and set the right course. The final transition happened in 2022.”
The model means elected representatives oversee daily operations, while major decisions require approval from supporters themselves.
“That was the case with Tony Bloom,” Guzukian explains. The Brighton owner invested £10m for a 25% stake, but without control over sporting decisions.
The recruitment revolution
Bloom’s influence has extended beyond capital. Through his data consultancy, Jamestown Analytics, Hearts have pursued an unconventional recruitment strategy that has reshaped the squad.
“Hearts targeted players nobody knew,” says Guzukian. “Take Claudio Braga -- he was in Norway’s second division and ended up being voted player of the season. Alexandros Kyziridis came from Slovakia. Others arrived from Estonia, North Macedonia, Serie C in Italy, et cetera.
“There was real work behind the scenes. The analytics are useful, but you still need people to assess character and potential. That’s how you find bargains.”
Meanwhile, this season, Celtic have lurched through instability.
After a humiliating Champions League qualifying exit to Kairat Almaty, Brendan Rodgers departed. Martin O’Neill returned before giving way to Wilfried Nancy, whose reign lasted only 33 days before being replaced by O'Neill.
“All the warning signs were there,” Guzukian says of Nancy. “His footballing philosophy didn’t fit this Celtic. He was thrown to the lions, even though he isn’t a bad coach.
“This isn’t a great Celtic side, especially defensively,” Guzukian says. “But O’Neill understood he didn’t have a flamboyant team. He didn’t try to reinvent anything. He reminded everyone this was Celtic and that winning was all that mattered.”
O'Neill's return resulted in six consecutive victories and a title race salvaged, yet Celtic’s resurgence owes as much to Hearts' stumbling as their own improvement.
“There was the draw away at the bottom club, which is embarrassing if you’re chasing a title,” Guzukian says. “Then, conceding late against Kilmarnock after a rare goalkeeping mistake. Losing the derby to Hibernian because they only started playing after 70 minutes. Also, St Mirren became a real bogey side.”
The burden of expectation
Even if Hearts complete the job, a harder challenge may be ahead.
“Season two will be fascinating,” Guzukian says. “We’ve benefited from poor campaigns by Celtic and Rangers. The stars aligned this year.”
He pauses before adding a warning.
“After that, the pressure changes. Players will leave. Recruitment has to remain strong.”
Preparations have already begun. Josh McPake has arrived after reviving his career with St Johnstone, while Tom Renaud joins from Versailles.
“Names are being discussed,” Guzukian says. “That’s reassuring.”
When Bloom arrived, he wanted to establish Hearts as Scotland’s third force and deliver a title within a decade.
“They’re already thinking beyond this season,” Guzukian says. “European football. Long-term rivals. Building something sustainable.”
Paradise regained
For all Hearts’ advantages this season, including two wins and a draw against Celtic, the context has shifted dramatically.
Celtic Park has rediscovered its intensity.
Relations between the club hierarchy and the Green Brigade ultras deteriorated earlier in the season amid frustration over recruitment and perceived complacency.
“The ultras had enough,” says Guzukian. “They saw poor decisions, poor investment and a lack of squad renewal despite the money available.”
The fallout led to bans and public confrontation.
“But an agreement has now been reached because the directors realised something important... having a full stadium, with atmosphere, for a title decider matters.”
His expectation for Sunday is vivid.
“It’s going to make for a crazy finale. It’ll be tougher for Hearts.”
So, how does a supporter-owner envision the most important game in decades?
He laughs before answering.
“It won’t be a good match. It’ll be dreadful, something awful.
“Celtic have to win, so they’ll have to open up. Hearts have quick players who can hurt teams on the counter. If Hearts score first, that changes everything.”
Then comes the thought hanging over Scottish football.
“Since Alex Ferguson’s Aberdeen in 1985, only the Glasgow clubs have won the title. That’s a 41-year dominance that could end.
“After leading for almost the entire season, now you have to play to be champions.”