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The Newcastle manager isn't typically given to histrionics or grand media pronouncements. Based on his usual demeanor, his media briefing after Sunday’s 3-1 defeat qualifies as a furious outburst. Newcastle took an early lead but West Ham were ahead by the interval, while also hitting the post and having a penalty revoked by VAR, prompting Howe to execute a three substitutions at the half-time.

“That was the frustrating thing about the first half,” the coach said. “Virtually any player could have been substituted and I think that was a reflection of where we were in that moment in the game and it’s very, very rare for me to have that impression. Actually, I don’t think I have during my tenure as head coach of the club, therefore I believed the team needed some shaking up at the break. That’s why I made what I did.”

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, but never appearing like they might fight back into the contest against a side that had won only one of their previous nine league matches. Given how packed the centre of the table currently is, with just three points separating the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a run of twelve points from 10 games has not placed the Magpies adrift but, equally, they must not end the campaign in thirteenth place.

The Issue of Perception

The problem to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest owners in the globe. The expectation at the time the PIF acquired 80% of the club in 2021 was that it would bring a transformative effect, similar to Roman Abramovich achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The difference is that those two investors assumed control before the advent of financial fair play rules (while the current allegations against City relate to whether they breached those regulations after they were in place).

Profit and sustainability regulations restrict the capacity of owners, no matter how wealthy, to invest funds on their squads and therefore probably would have hindered every Saudi attempt to elevate Newcastle to the level of Manchester City. However it wasn't necessary for Newcastle’s spending to have been so restrained as it has been; they could have invested further and remained within the limit – or just accepted a fairly minor Uefa penalty given their big issue is primarily with the European than the domestic regulation.

Infrastructure Investment and PSR Rules

Additionally, infrastructure spending is exempted from PSR assessments; the simplest method to increase revenue to create additional PSR flexibility would be to expand or redevelop the stadium. Given the location of St James’ Park, with protected structures on two sides, in reality that likely means constructing an entirely new venue. There was talk in March of possibly undertaking the short move to Leazes Park – opposition from local groups could surely have been overcome with a promise to create a new park on the existing ground location – but there has not been any progress on that plan. There has occurred substantial cutbacks from the Saudi fund on a range of projects as it refocuses on domestic affairs; the approach to the football club appears completely in keeping with that strategic shift.

Player Sales Situation

The Alexander Isak saga was arose from that tension. A bolder leadership could have framed his transfer as essential to release funds for additional spending; rather there was a unsuccessful attempt to keep him. This resulted in Newcastle began the season amid a sense of disappointment even with the acquisitions of several new players. The start was mixed: one win in their initial six games.

Yet it seemed a turning point had been turned. They had won five victories in six matches before the weekend, a run that featured demolitions of a Belgian side and Benfica in the European competition. That’s why the performance against the Hammers was such a shock. The problem perhaps is that the team's style is extremely intense, high-energy; a slight drop-off in energy can have profound consequences. Maybe the strain of Premier League, European and Carabao Cup competition, five games in 15 days, had got to them. The German forward started each of those matches and appeared particularly weary.

Reality of Modern Soccer

This is the reality of modern football. Managers must be prepared to make changes. Howe has been unfortunate that Wissa’s injury has meant he is short of attacking options but, regardless of how valid the reasons, the weekend's showing was inexcusable –especially following taking the lead at a stadium primed to turn on its home team.

The Newcastle boss will hope it was merely a temporary setback, one of those days when everybody is below par simultaneously, but if the Magpies are to qualify for the Champions League next season, let alone eventually mount an actual championship bid, they cannot be as unreliable as this.