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Eddie Howe isn't typically given to histrionics or grand media statements. Based on his usual demeanor, his press conference after the weekend's loss to West Ham qualifies as a furious tirade. Newcastle scored first but the opposition were ahead by the interval, while also striking the woodwork and having a penalty overturned by VAR, leading Howe to execute a triple change at the break.

“The opening period was particularly irritating,” the coach said. “Virtually any player could have been substituted 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 I have during my tenure as manager of Newcastle, therefore I believed the team needed some shaking up at the break. This explains why I did those decisions.”

Three key players were substituted at the interval and Newcastle did stabilise to an extent in the second half, without ever really looking like they could fight back into the game against a side that had won only one of their previous nine fixtures. Given the congestion the centre of the standings currently is, with a mere three-point gap separating the top spots from mid-table, and nine points between the upper and lower ranks, a sequence of 12 points from 10 games has not placed the Magpies stranded but, similarly, they cannot end the campaign in 13th.

The Issue of Perception

The problem partially is one of perception. In the Saudi Public Investment Fund, the club have the wealthiest backers in the world. The assumption when the PIF bought 80% of the team in recent years was that it would bring a transformative effect, as Roman Abramovich had at Chelsea or the City Group had at Manchester City. The distinction is that both of those owners assumed control prior to the advent of financial fair play rules (while the current charges against City concern whether they breached those guidelines once they were in place).

Financial restrictions limit the ability of owners, no matter how wealthy, to invest funds on their squads and so in that sense likely might have slowed any Middle Eastern effort to elevate Newcastle to the level of City. However there is no need for Newcastle’s expenditure to have been so restrained as it has been; they could have spent more and remained within the limit – or just accepted a fairly minor European penalty since their big issue is more with the European than the Premier League rules.

Infrastructure Investment and PSR Regulations

Besides which, stadium development is excluded from PSR calculations; the easiest way to increase revenue to create more PSR headroom would be to expand or renovate the arena. Considering the site of St James’ Park, with listed buildings on two sides, in reality that probably implies constructing an entirely new stadium. There was talk in spring of potentially undertaking the short move to a local park – resistance from local groups could surely have been surmounted with a commitment to create a replacement green space on the existing ground location – but there has been any progress on that proposal. There has occurred significant retrenchment from the Saudi fund on a range of projects as it refocuses on local investments; the approach to Newcastle appears entirely in alignment with that strategic shift.

The Alexander Isak Saga

The Alexander Isak saga was arose from that conflict. A bolder management might have framed his sale as necessary to free up funds for further spending; instead there was a vain attempt to retain him. That meant the team began the season amidst a feeling of disappointment even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was indifferent: one win in their first six fixtures.

Yet it seemed a corner was reached. They secured five in six prior to Sunday, a streak that included demolitions of a Belgian side and a Portuguese club in the Champions League. This explains the performance against West Ham was such a shock. The issue perhaps is that Newcastle’s approach is extremely intense, very high-octane; a minor decrease in intensity can have significant effects. Maybe the pressure of domestic, European and cup matches, five fixtures in 15 days, had taken its toll. The German forward started all five games and looked particularly fatigued.

The Nature of Modern Football

That’s the nature of modern football. Managers must be prepared to make changes. Howe has been unlucky that Wissa’s injury has meant he is short of forward choices but, regardless of how reasonable the explanations, Sunday’s showing was unacceptable –especially after scoring first at a stadium primed to turn on its own side.

The Newcastle boss will wish it was just a blip, an off-day when all players is off-colour simultaneously, but if the Magpies are to secure the Champions League in the future, let alone eventually mount an genuine title challenge, they cannot be as inconsistent as this.