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Eddie Howe isn't typically given to dramatics or grand media pronouncements. So by his usual demeanor, his media briefing following Sunday’s loss to West Ham counts as a angry outburst. His side scored first but West Ham were ahead 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,” Howe stated. “Virtually any player could have been substituted and I believe that was a reflection of our performance level in that moment during the match and it’s very, very rare for me to feel that way. Actually, I don’t think having done so during my tenure as head coach of the club, so I felt the squad needed some shaking up at the break. That’s why I made what I did.”

Three key players all came off at the interval and the team managed to steady somewhat in the latter period, without ever really looking like they might get back into the game against an opponent that had won only one of their previous nine fixtures. Considering how packed the centre of the table is, with just three points separating the top spots from mid-table, and nine points between second and 17th, a sequence of twelve points from 10 games has not left Newcastle stranded but, similarly, they must not finish the season in 13th.

The Issue of Perception

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, the club have the richest backers in the globe. The expectation at the time the Saudi fund bought a majority stake of the club in recent years was that it would have a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The distinction is that both of those investors assumed control prior to the introduction of financial fair play rules (while the ongoing charges against Manchester City concern whether they violated those guidelines once they were implemented).

Profit and sustainability regulations limit the capacity of owners, however rich, to invest funds on their squads and so in that sense likely might have slowed every Middle Eastern effort to raise Newcastle to the standard of Manchester City. However there is no need for Newcastle’s spending to have been so restrained as it has been; they might have spent more and remained within the limit – or just accepted a relatively meagre European penalty since their major issue is primarily with the European than the Premier League regulation.

Infrastructure Spending and PSR Rules

Additionally, infrastructure spending is excluded from Profit and Sustainability assessments; the easiest way to raise income to create additional PSR headroom would be to expand or redevelop the arena. Given the site of St James’ Park, with protected structures on multiple sides, practically that probably means building an entirely new stadium. Rumors circulated in March of possibly undertaking the nearby relocation to a local park – opposition from local groups could surely have been overcome with a commitment to build a replacement green space on the current ground location – but there has not been no movement on that proposal. There has occurred substantial retrenchment from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the attitude to Newcastle appears entirely in keeping with that strategic shift.

The Alexander Isak Situation

The Alexander Isak episode was born of that tension. A more confident leadership could have framed his transfer as essential to release funds for further investment; instead there was a unsuccessful effort to keep him. This resulted in the team began the season amidst a feeling of frustration 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 corner had been turned. They had won five in six before the weekend, a run that included convincing wins of a Belgian side and Benfica in the Champions League. That’s why the display against the Hammers was such a shock. The issue maybe is that the team's approach is very aggressive, very high-octane; a minor decrease in energy can have significant consequences. Maybe the pressure of Premier League, Champions League and cup competition, five fixtures in 15 days, had taken its toll. The German forward started each of those matches and looked particularly fatigued.

The Nature of Contemporary Football

That’s the reality of modern football. Coaches have to be ready to make changes. The manager has been unlucky that the forward's fitness issue has meant he is short of attacking options but, regardless of how reasonable the reasons, Sunday’s showing was inexcusable –especially following taking the lead at a stadium primed to criticize its own side.

The Newcastle boss will wish it was merely a temporary setback, one of those days when everybody is off-colour at once, but if the Magpies are to secure the Champions League next season, let alone eventually launch an genuine championship bid, they cannot be as unreliable as this.