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The Newcastle manager is not given to histrionics or grand media pronouncements. Based on his standards, his media briefing after the weekend's loss to West Ham qualifies as a angry outburst. Newcastle scored first but West Ham took the lead by the interval, as well as hitting the post and seeing a spot-kick revoked by VAR, prompting Howe to make a three substitutions at the break.

“That was the frustrating thing about the first half,” the coach stated. “I almost could have taken anyone off and I believe that was a reflection of where we were in that moment during the match and it’s very, very rare for me to have that impression. Actually, I cannot recall having done so since I’ve been head coach of the club, therefore I believed the team needed a significant change at the break. 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 second half, without ever appearing like they might fight back into the contest against an opponent that had won only one of their previous nine league matches. Given the congestion the middle of the standings currently is, with a mere three-point gap separating third from 11th, and nine points between the upper and lower ranks, a run of 12 points from 10 games has not placed the Magpies stranded but, equally, they cannot finish the season in 13th.

The Problem of Perception

The challenge partially is one of perception. With the Saudi PIF, Newcastle possess the wealthiest owners in the world. The assumption when the Saudi fund bought 80% of the club in 2021 was that it would bring a game-changing impact, similar to Roman Abramovich achieved at Stamford Bridge or the City Group had at Manchester City. The difference is that both of those investors assumed control prior to the advent of FFP regulations (while the ongoing allegations against City concern if they breached those regulations after they were implemented).

Profit and sustainability restrictions restrict the ability of owners, however rich, to invest funds on their teams and so in that sense likely might have slowed any Saudi attempt to elevate Newcastle to the level of Manchester City. However it wasn't necessary for the club's expenditure to have been so restrained as it has; they could have invested further and remained within the limit – or simply taken a relatively meagre Uefa penalty since their major problem is primarily with the continental than the domestic rules.

Infrastructure Spending and Financial Rules

Additionally, stadium development is exempted from PSR assessments; the easiest way to raise income to generate more financial headroom would be to extend or renovate the arena. Given the location of the home ground, with listed buildings on multiple sides, practically that probably implies building an entirely new stadium. Rumors circulated in March of potentially making the short move to a local park – resistance from local groups could surely have been overcome with a promise to create a replacement green space on the current ground location – but there has been any progress on that plan. There has occurred substantial retrenchment from the Saudi fund on a range of projects as it shifts focus on domestic affairs; the attitude to the football club seems entirely in keeping with that change of approach.

The Alexander Isak Saga

The star striker episode was arose from that tension. A bolder management might have framed his transfer as necessary to free up funds for further spending; instead there was a unsuccessful effort to retain him. This resulted in Newcastle started the campaign amid a sense of frustration even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start 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 Sunday, a streak that included demolitions of Union Saint-Gilloise and a Portuguese club in the Champions League. This explains the display against West Ham was so surprising. The problem perhaps is that Newcastle’s style is extremely intense, high-energy; a minor decrease in energy can have significant effects. Maybe the strain of Premier League, Champions League and Carabao Cup matches, five games in 15 days, had got to them. Woltemade featured in each of those matches and looked especially weary.

The Nature of Contemporary Football

That’s the reality of today's football. Coaches must be prepared to make changes. Howe has been unlucky that the forward's injury has left him short of forward choices but, regardless of how reasonable the explanations, the weekend's performance was inexcusable –especially following scoring first at a ground ready to turn on its home team.

The Newcastle boss will hope it was just a blip, an off-day when all players is below par simultaneously, but if Newcastle are to secure the European competition next season, not to mention eventually launch an genuine championship bid, they must not be as inconsistent as this.