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The Newcastle manager isn't typically given to dramatics or sweeping public pronouncements. So by his usual demeanor, his media briefing following the weekend's loss to West Ham qualifies as a furious outburst. Newcastle scored first but the opposition took the lead by half-time, as well as striking the woodwork and seeing a spot-kick overturned by VAR, prompting Howe to make a three substitutions at the break.

“The opening period was particularly irritating,” the coach said. “Virtually any player could have been substituted and I think that was a reflection of where we were at that stage during the match and it’s very, very rare for me to feel that way. In fact, I cannot recall I have during my tenure as head coach of Newcastle, therefore I believed the squad required a significant change at the break. This explains why I did what I did.”

Three key players were substituted at the interval and Newcastle managed to steady somewhat in the second half, without ever really looking like they might fight back into the game against an opponent that had secured just a single victory of their last nine fixtures. Considering how packed the middle of the table currently is, with a mere three-point gap separating the top spots from mid-table, and a nine-point margin between second and 17th, a run of twelve points from 10 games has not left the Magpies stranded but, similarly, they must not finish the season in 13th.

The Issue of Expectations

The challenge partially is one of public view. With the Saudi PIF, Newcastle possess the richest backers in the globe. The expectation when the PIF bought 80% of the team in recent years was that it would have a game-changing impact, 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 before the introduction of financial fair play regulations (and the current allegations against City concern if they breached those guidelines once they were implemented).

Profit and sustainability restrictions limit the ability of owners, however rich, to invest funds on their squads and so in that sense probably might have slowed every Saudi attempt to elevate the team to the level of Manchester City. But there is no need for Newcastle’s spending to have been quite as cautious as it has; they might have spent more and remained within the threshold – or just accepted a fairly minor European fine since their big problem is more with the European than the Premier League rules.

Stadium Spending and PSR Regulations

Additionally, stadium development is excluded from Profit and Sustainability assessments; the easiest method to raise income to generate additional PSR flexibility would be to extend or redevelop the arena. Considering the site of the home ground, with protected structures on multiple sides, in reality that probably implies building an completely new venue. There was talk in spring of possibly making the short move to a local park – resistance from community organizations could surely have been overcome with a promise to create a new park on the existing stadium site – but there has been no movement on that proposal. There has occurred substantial cutbacks from the PIF on a variety of initiatives as it shifts focus on domestic affairs; the attitude to Newcastle 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 essential to release funds for additional investment; rather there was a vain effort to keep him. That meant Newcastle started the campaign amidst a feeling of frustration despite the signings of several new players. The opening was mixed: one win in their first six games.

But it appeared a corner was reached. They secured five in six before the weekend, a run that featured convincing wins of Union Saint-Gilloise and Benfica in the Champions League. That’s why the performance against West Ham was so surprising. The problem perhaps is that Newcastle’s approach is extremely intense, very high-octane; a minor decrease in intensity can have profound consequences. Perhaps the pressure of domestic, European and Carabao Cup competition, five fixtures in 15 days, had taken its toll. The German forward featured in all five matches and looked especially weary.

Reality of Modern Soccer

That’s the nature of today's football. Managers have to be ready to make changes. The manager has been unlucky that Wissa’s injury has left him short of forward choices but, regardless of how valid the explanations, Sunday’s showing was unacceptable –especially after taking the lead at a stadium ready to turn on its own side.

Howe will wish it was merely a temporary setback, one of those days when all players is off-colour simultaneously, but if Newcastle are to qualify for the European competition next season, not to mention one day launch an actual title challenge, they must not be as inconsistent as this.