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Eddie Howe isn't typically prone to dramatics or grand public statements. So by his usual demeanor, his press conference following the weekend's loss to West Ham qualifies as a furious tirade. Newcastle took an early lead but West Ham took the lead by half-time, while also striking the woodwork and seeing a spot-kick overturned by VAR, prompting Howe to execute a three substitutions at the break.

“That was the frustrating thing about the first half,” the coach said. “I almost could have taken anyone off and I believe this indicated of our performance level at that stage during the match and it's extremely uncommon for me to feel that way. Actually, I cannot recall having done so during my tenure as head coach of Newcastle, so I felt the team required some shaking up at the break. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at the interval and Newcastle managed to steady to an extent in the second half, without ever appearing like they could fight back into the contest against a side that had secured just a single victory of their previous nine league matches. Considering how packed the centre of the standings currently is, with just three points dividing third from 11th, and a nine-point margin between the upper and lower ranks, a sequence of 12 points from 10 games has not placed the Magpies adrift but, equally, they must not end the campaign in 13th.

The Problem of Perception

The challenge partially is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest owners in the globe. The assumption when the Saudi fund bought 80% of the team in 2021 was that it would bring a transformative effect, similar to Roman Abramovich had at Chelsea or the City Group did at the Etihad. The difference is that those two owners assumed control before the advent of FFP regulations (while the current charges against City concern if they breached those guidelines once they were in place).

Profit and sustainability restrictions limit the capacity of proprietors, however rich, to invest funds on their squads and therefore likely would have hindered any Middle Eastern attempt to raise Newcastle to the standard of City. But there is no need for the club's spending to have been so restrained as it has; they might have spent more and remained within the limit – or simply taken a relatively meagre European penalty since their major issue is primarily with the European than the domestic rules.

Infrastructure Spending and Financial Regulations

Additionally, stadium development is exempted from Profit and Sustainability calculations; the simplest way to increase revenue to generate more financial headroom would be to extend or renovate the stadium. Given the location of St James’ Park, with listed buildings on multiple sides, in reality that probably implies building an completely new stadium. There was talk in spring of possibly undertaking the short move to a local park – resistance from community organizations could surely have been overcome with a commitment to build a new park on the current stadium site – but there has been no movement on that plan. There has been substantial cutbacks from the PIF on a range of projects as it shifts focus on local investments; the approach to Newcastle seems completely in alignment with that strategic shift.

The Alexander Isak Saga

The Alexander Isak episode was arose from that conflict. A more confident management might have portrayed his sale as necessary to release capital for further spending; instead there was a unsuccessful attempt to keep him. This resulted in Newcastle began the season amidst a sense of disappointment despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was indifferent: one win in their first six fixtures.

Yet it appeared a corner had been turned. They secured five in six prior to the weekend, a streak that included convincing wins of Union Saint-Gilloise and Benfica in the Champions League. This explains the display against West Ham was such a shock. The issue perhaps is that Newcastle’s style is very aggressive, very high-octane; a minor decrease in intensity can have profound effects. Perhaps the pressure of Premier League, Champions League and Carabao Cup competition, five games in 15 days, had taken its toll. Woltemade started all five matches and looked particularly weary.

Reality of Modern Football

This is the nature of modern the sport. Coaches have to be prepared to make changes. Howe has been unlucky that Wissa’s fitness issue has meant he is short of forward choices but, regardless of how valid the reasons, the weekend's showing was unacceptable –particularly after taking the lead at a stadium ready to criticize its home team.

Howe will hope it was just a blip, an off-day when all players is off-colour simultaneously, but if the Magpies are to secure the European competition in the future, let alone eventually launch an actual title challenge, they must not be as unreliable as they have been.