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The Newcastle manager is not prone to dramatics or grand public statements. Based on his standards, his media briefing following Sunday’s loss to West Ham counts as a furious tirade. His side took an early lead but West Ham took the lead by half-time, as well as hitting the post and having a penalty revoked by VAR, prompting Howe to execute a three substitutions at the half-time.

“The opening period was particularly irritating,” the coach stated. “Virtually any player could have been substituted and I think that was a reflection of our performance level in that moment in the game and it's extremely uncommon for me to feel that way. In fact, I don’t think I have since I’ve been head coach of the club, so I felt the squad required some shaking up at half-time. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at the interval and the team did stabilise to an extent in the second half, without ever really looking like they could fight back into the game against an opponent 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 third from 11th, and nine points between the upper and lower ranks, a run of twelve points from 10 games has not left the Magpies stranded but, equally, they must not finish the season in thirteenth place.

The Problem of Expectations

The problem partially is one of public view. With the Saudi PIF, Newcastle have the richest owners in the globe. The assumption at the time the PIF 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 the City Group did at the Etihad. The difference is that both of those investors assumed control prior to the advent of FFP regulations (while the current allegations against Manchester City relate to whether they breached those regulations once they were implemented).

Financial restrictions restrict the capacity of owners, no matter how wealthy, to invest funds on their teams and so in that sense likely would have hindered any Saudi attempt to raise the team to the level of City. But there is no need for the club's expenditure to have been quite as cautious as it has; they could have spent more and stayed inside the threshold – or simply taken a fairly minor Uefa fine since their big issue is primarily with the European than the Premier League regulation.

Infrastructure Spending and PSR Rules

Besides which, stadium development is excluded from PSR assessments; the easiest way to increase revenue to create additional PSR flexibility would be to expand or redevelop the arena. Given the location of the home ground, with protected structures on two sides, in reality that likely means building an entirely new stadium. Rumors circulated in March of potentially making the nearby relocation to a local park – opposition from community organizations could surely have been surmounted with a promise to build a replacement green space on the existing ground location – but there has been any progress on that plan. There has been substantial retrenchment from the Saudi fund on a variety of projects as it refocuses on domestic affairs; the approach to Newcastle appears entirely in keeping with that strategic shift.

Player Sales Saga

The Alexander Isak episode was arose from that tension. A bolder leadership could have portrayed his sale as essential to free up funds for additional investment; instead there was a unsuccessful attempt to retain him. That meant the team began the season amid a feeling of disappointment despite the acquisitions of several new players. The opening was mixed: a single victory in their first six fixtures.

Yet it seemed a corner had been turned. They had won five in six prior to Sunday, a streak that included convincing wins of Union Saint-Gilloise and Benfica in the European competition. This explains the display against the Hammers was such a shock. The issue perhaps is that the team's style is extremely intense, high-energy; a slight drop-off in intensity can have profound consequences. Perhaps the pressure of domestic, Champions League and cup competition, five fixtures in 15 days, had taken its toll. Woltemade featured in all five games and appeared especially weary.

The Nature of Modern Football

That’s the nature of modern football. Coaches must be ready to make changes. The manager has been unfortunate that the forward's injury has meant he is short of forward choices but, no matter how reasonable the explanations, Sunday’s performance was inexcusable –especially following taking the lead at a ground ready to criticize its own side.

The Newcastle boss will wish it was just a blip, one of those days when all players is below par at once, but if Newcastle are to secure the European competition in the future, let alone eventually launch an genuine title challenge, they must not be as inconsistent as they have been.