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Eddie Howe isn't typically prone to histrionics or grand public statements. So by his standards, his media briefing after Sunday’s 3-1 defeat qualifies as a angry outburst. His side scored first but the opposition took the lead by half-time, as well as striking the woodwork and having a penalty revoked by VAR, prompting Howe to execute a three substitutions at the break.

“The opening period was particularly irritating,” Howe stated. “I almost could have taken anyone off and I believe this indicated of where we were in that moment in the game and it’s very, very rare for me to feel that way. In fact, I cannot recall having done so since I’ve been manager of the club, so I felt the team needed a significant change at half-time. This explains why I did what I did.”

Three key players were substituted at the interval and Newcastle managed to steady to an extent in the second half, but never really looking like they could fight back into the game against an opponent that had secured just a single victory of their previous nine fixtures. Considering how packed the middle of the standings is, with just three points dividing third from 11th, and a nine-point margin between second and 17th, a run of 12 points from 10 games has not placed Newcastle stranded but, similarly, they must not end the campaign in 13th.

The Problem of Perception

The problem to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest owners in the globe. The expectation at the time the Saudi fund acquired a majority stake of the team in 2021 was that it would have a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The distinction is that those two investors assumed control before the introduction of FFP rules (and the current charges against Manchester City relate to whether they breached those regulations after they were in place).

Financial regulations restrict the ability of proprietors, however rich, to invest funds on their squads and so in that sense probably would have hindered every Saudi attempt to elevate Newcastle to the standard of Manchester City. But there is no need for the club's expenditure to have been quite as cautious as it has been; they might have spent more and remained within the limit – or just accepted a fairly minor European penalty given their big issue is more with the European than the domestic regulation.

Infrastructure Investment and PSR Rules

Besides which, stadium development is exempted from Profit and Sustainability calculations; the simplest way to raise income to generate additional PSR flexibility would be to extend or renovate the arena. Given the site of the home ground, with protected structures on two sides, practically that probably means constructing an entirely new venue. There was talk in March of possibly undertaking the nearby relocation to Leazes Park – resistance from community organizations could surely have been surmounted with a commitment to create a replacement green space on the current ground location – but there has not been any progress on that proposal. There has been significant cutbacks from the PIF on a variety of projects as it refocuses on domestic affairs; the approach to the football club seems entirely in keeping with that strategic shift.

The Alexander Isak Saga

The Alexander Isak saga was arose from that conflict. A bolder management might have portrayed his transfer as necessary to release capital for further spending; instead there was a vain effort to retain him. This resulted in the team started the campaign amidst a feeling of disappointment even with the signings of several new players. The opening was indifferent: a single victory in their initial six games.

Yet it appeared a turning point had been turned. They had won five victories in six matches prior to Sunday, a streak that featured convincing wins of Union Saint-Gilloise and a Portuguese club in the European competition. That’s why the display against West Ham was so surprising. The problem maybe is that the team's approach is very aggressive, high-energy; a slight drop-off in energy can have significant consequences. Maybe the pressure of Premier League, Champions League and Carabao Cup matches, five fixtures in a fortnight, had taken its toll. Woltemade started each of those matches and looked especially weary.

The Nature of Modern Football

That’s the nature of today's the sport. Managers must be prepared to make changes. The manager has been unfortunate that the forward's fitness issue has left him short of forward choices but, regardless of how valid the explanations, Sunday’s performance was unacceptable –particularly following scoring first at a ground primed to criticize its own side.

Howe will hope it was just a blip, an off-day when all players is below par at once, but if the Magpies are to qualify for the Champions League next season, not to mention eventually launch an genuine title challenge, they cannot be as inconsistent as they have been.