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The Newcastle manager isn't typically prone to dramatics or grand public statements. So by his usual demeanor, his press conference following Sunday’s 3-1 defeat qualifies as a furious tirade. His side scored first but the opposition took the lead by half-time, while also hitting the post and having a penalty overturned by VAR, leading Howe to execute a three substitutions at the half-time.

“That was the frustrating thing about the first half,” the coach said. “I almost could have taken anyone off and I believe that was a reflection of where we were at that stage 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 head coach of Newcastle, therefore I believed the team needed a significant change at the break. That’s why I made those decisions.”

Three key players all came off at the interval and the team did stabilise somewhat in the second half, but never really looking like they could get back into the game against a side that had secured just a single victory of their last nine league matches. Considering how packed the centre of the table currently is, with just three points dividing the top spots from mid-table, and a nine-point margin between second and 17th, a run of twelve points from ten matches has not left the Magpies adrift but, similarly, they must not end the campaign in thirteenth place.

The Problem of Perception

The problem to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest backers in the globe. The expectation when the PIF bought 80% of the club in recent years was that it would bring a transformative effect, as Roman Abramovich achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The difference is that both of those investors took over prior to the advent of FFP rules (and the ongoing charges against Manchester City relate to if they breached those guidelines after they were in place).

Profit and sustainability restrictions restrict the capacity of owners, however rich, to invest funds on their squads and so in that sense likely might have hindered every Saudi effort to raise Newcastle to the standard of City. However there is no need for Newcastle’s spending to have been quite as cautious as it has been; they could have invested further and remained within the threshold – or simply taken a fairly minor European penalty since their big problem is primarily with the continental than the Premier League rules.

Stadium Spending and PSR Regulations

Additionally, infrastructure spending is excluded from PSR calculations; the easiest way to increase revenue to create more financial headroom would be to expand or renovate the arena. Given the site of St James’ Park, with listed buildings on multiple sides, practically that likely means constructing an entirely new venue. There was talk in March of potentially making the nearby relocation to Leazes Park – resistance from local groups could surely have been overcome with a commitment to create a new park on the current ground location – but there has not been no movement on that proposal. There has occurred substantial retrenchment from the PIF on a variety of projects as it shifts focus on local investments; the attitude to the football club appears entirely in keeping with that strategic shift.

The Alexander Isak Situation

The star striker episode was arose from that tension. A more confident leadership might have portrayed his transfer as necessary to free up funds for additional spending; rather there was a unsuccessful effort to retain him. That meant the team started the campaign amidst a sense of frustration despite the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: one win in their first six fixtures.

Yet it seemed a turning point had been turned. They secured five in six before Sunday, a streak that included demolitions of a Belgian side and a Portuguese club in the Champions League. This explains the display against West Ham was such a shock. The problem maybe is that the team's style is extremely intense, very high-octane; a minor decrease in intensity can have profound consequences. Maybe the pressure of domestic, Champions League and cup competition, five games in 15 days, had got to them. Woltemade featured in all five games and looked particularly fatigued.

The Nature of Contemporary Football

That’s the reality of modern the sport. Coaches must be prepared to rotate. The manager has been unfortunate that Wissa’s injury has meant he is short of forward choices but, no matter how reasonable the explanations, the weekend's showing was unacceptable –particularly following scoring first at a stadium primed to criticize its home team.

The Newcastle boss will wish it was merely a temporary setback, an off-day when all players is below par simultaneously, but if Newcastle are to qualify for the Champions League in the future, not to mention one day mount an actual championship bid, they must not be as unreliable as they have been.