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The Newcastle manager is not given to histrionics or grand media pronouncements. Based on his standards, his press conference following Sunday’s loss to West Ham counts as a angry tirade. Newcastle took an early lead but West Ham took the lead by the interval, while also hitting the post and seeing a spot-kick revoked by VAR, prompting Howe to execute a three substitutions at the break.

“That was the frustrating thing about the first half,” Howe stated. “Virtually any player could have been substituted and I believe this indicated of our performance level at that stage during the match and it's extremely uncommon for me to have that impression. In fact, I don’t think I have since I’ve been manager of the club, so I felt the squad needed some shaking up at half-time. That’s why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and Newcastle managed to steady somewhat in the latter period, without ever really looking like they could get back into the game against a side that had secured just a single victory of their previous nine league matches. Considering the congestion the middle of the standings is, with a mere three-point gap dividing the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a run of 12 points from ten matches has not left Newcastle stranded but, equally, they cannot finish the season in thirteenth place.

The Problem of Expectations

The challenge to an extent is one of perception. With the Saudi PIF, the club possess the richest 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 bring a transformative effect, similar to Roman Abramovich achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The difference is that those two owners assumed control before the introduction of FFP rules (while the ongoing charges against City concern if they violated those regulations once they were implemented).

Financial restrictions restrict the capacity of proprietors, however rich, to spend money on their teams and therefore likely would have hindered any Middle Eastern attempt to raise the team to the level of Manchester City. But it wasn't necessary for the club's expenditure to have been so restrained as it has been; they might have invested further and stayed inside the threshold – or just accepted a relatively meagre European penalty given their major problem is primarily with the European than the Premier League rules.

Infrastructure Investment and Financial Rules

Additionally, infrastructure spending is excluded from PSR assessments; the simplest way to increase revenue to create additional PSR headroom would be to expand or redevelop the stadium. Considering the site of St James’ Park, with listed buildings on two sides, practically that probably means constructing an entirely new venue. Rumors circulated in spring of potentially undertaking the nearby relocation to Leazes Park – resistance from local groups could surely have been overcome with a promise to create a replacement green space on the existing stadium site – but there has been no movement on that proposal. There has occurred significant cutbacks from the PIF on a range of initiatives as it refocuses on domestic affairs; the attitude to Newcastle appears completely in keeping with that strategic shift.

Player Sales Saga

The star striker saga was born of that tension. A more confident leadership could have portrayed his transfer as essential to free up capital for additional spending; instead there was a vain attempt to retain him. That meant the team started the campaign amidst a sense of disappointment even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: a single victory in their initial six games.

But it appeared a turning point had been turned. They had won five in six prior to the weekend, a streak that featured demolitions of a Belgian side and Benfica in the European competition. This explains the display against the Hammers was such a shock. The problem perhaps is that the team's approach is very aggressive, very high-octane; a minor decrease in intensity can have profound consequences. Maybe the strain of domestic, European and cup competition, five games in 15 days, had got to them. Woltemade featured in each of those games and looked particularly weary.

The Nature of Modern Soccer

This is the reality of today's football. Coaches have to be prepared to make changes. Howe has been unfortunate that Wissa’s injury has left him lacking forward choices but, regardless of how valid the explanations, Sunday’s performance was inexcusable –particularly after taking the lead at a ground ready to turn on its own side.

The Newcastle boss will wish it was merely a temporary setback, an off-day when everybody is below par at once, but if Newcastle are to qualify for the Champions League in the future, not to mention eventually mount an actual championship bid, they must not be as inconsistent as they have been.