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Eddie Howe is not given to histrionics or grand public pronouncements. So by his usual demeanor, his press conference after Sunday’s loss to West Ham counts as a furious tirade. Newcastle took an early lead but West Ham took the lead by half-time, while also hitting the post and seeing a spot-kick overturned by VAR, leading Howe to execute a triple change at the half-time.

“The opening period was particularly irritating,” Howe stated. “I almost could have taken anyone off and I believe this indicated of our performance level in that moment during the match and it's extremely uncommon for me to feel that way. In fact, I don’t think having done so during my tenure as head coach of Newcastle, therefore I believed the team needed some shaking up at half-time. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and the team did stabilise to an extent in the second half, without ever really looking like they might get back into the contest against a side that had secured just a single victory of their last nine league matches. Considering the congestion the centre of the table is, with just three points separating third from 11th, and nine points between second and 17th, a run of twelve points from ten matches has not left Newcastle adrift but, equally, they must not finish the season in thirteenth place.

The Problem of Expectations

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, the club possess the richest backers in the globe. The expectation when the PIF acquired 80% of the club in 2021 was that it would bring a transformative effect, as the former Chelsea owner had at Chelsea or the City Group had at Manchester City. The distinction is that those two investors took over prior to the introduction of financial fair play rules (and the ongoing charges against City concern whether they breached those guidelines after they were implemented).

Financial regulations restrict the ability of proprietors, however rich, to spend money on their squads and so in that sense likely might have slowed any Saudi effort to elevate the team to the level of Manchester City. But there is no need for Newcastle’s spending to have been so restrained as it has been; they might have invested further and remained within the threshold – or simply taken a relatively meagre Uefa penalty given their major problem is primarily with the European than the Premier League regulation.

Infrastructure Spending and PSR Regulations

Additionally, infrastructure spending is excluded from PSR calculations; the simplest way to increase revenue to create additional PSR flexibility would be to expand or redevelop the stadium. Considering the site of St James’ Park, with listed buildings on two sides, practically that likely implies constructing an completely new venue. Rumors circulated in spring of possibly undertaking the nearby relocation to a local park – opposition from local groups might have been overcome with a promise to build a replacement green space on the current stadium site – but there has not been no movement on that proposal. There has occurred substantial cutbacks from the Saudi fund on a range of initiatives as it shifts focus on domestic affairs; the approach to Newcastle seems entirely in keeping with that change of approach.

Player Sales Situation

The Alexander Isak saga was born of that tension. A more confident leadership might have portrayed his transfer as necessary to free up funds for additional investment; rather there was a vain attempt to keep him. This resulted in Newcastle started the campaign amid a feeling of disappointment despite the acquisitions of several new players. The start was mixed: a single victory in their first six games.

Yet it appeared a turning point had been turned. They secured five victories in six matches prior to the weekend, a run that featured convincing wins of Union Saint-Gilloise and a Portuguese club in the European competition. This explains the performance against the Hammers was such a shock. The issue maybe is that the team's approach is extremely intense, very high-octane; a minor decrease in intensity can have significant consequences. Maybe the strain of domestic, European and Carabao Cup matches, five fixtures in a fortnight, had taken its toll. The German forward started all five games and appeared especially weary.

Reality of Modern Football

That’s the reality of modern football. Coaches have to be prepared to make changes. Howe has been unfortunate that Wissa’s injury has meant he is lacking forward choices but, no matter how reasonable the reasons, Sunday’s showing was inexcusable –especially after taking the lead at a stadium ready to criticize its home team.

The Newcastle boss will wish it was merely a temporary setback, an off-day when everybody is below par simultaneously, but if the Magpies are to secure the Champions League in the future, let alone one day mount an genuine title challenge, they must not be as inconsistent as they have been.