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The Newcastle manager isn't typically given to histrionics or sweeping public pronouncements. So by his usual demeanor, his press conference following Sunday’s loss to West Ham counts as a angry tirade. Newcastle took an early lead but West Ham were ahead by half-time, while also striking the woodwork and seeing a spot-kick overturned by VAR, leading Howe to execute a three substitutions at the half-time.

“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 in that moment during the match 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, so I felt the team required some shaking up at the break. That’s why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at the interval and Newcastle did stabilise somewhat in the second half, without ever really looking like they could get back into the game against a side that had won only one of their last nine league matches. Considering how packed the centre of the standings is, with just three points dividing the top spots from mid-table, and nine points between the upper and lower ranks, a sequence of twelve points from 10 games has not placed the Magpies stranded but, similarly, they cannot end the campaign in thirteenth place.

The Issue of Perception

The problem partially is one of public view. In the Saudi Public Investment Fund, Newcastle possess the richest owners in the world. The expectation when the PIF acquired 80% of the club in 2021 was that it would have a transformative effect, similar to Roman Abramovich achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The distinction is that those two investors assumed control before the introduction of financial fair play rules (while the current charges against Manchester City concern if they breached those guidelines after they were in place).

Financial regulations restrict the capacity of owners, no matter how wealthy, to invest funds on their squads and so in that sense probably would have hindered any Middle Eastern attempt to elevate Newcastle to the level of City. But it wasn't necessary for Newcastle’s spending to have been quite as cautious as it has; they might have spent more and remained within the limit – or just accepted a relatively meagre Uefa penalty given their big issue is primarily with the continental than the domestic regulation.

Infrastructure Investment and Financial Regulations

Besides which, infrastructure spending is excluded from PSR assessments; the simplest method to increase revenue to generate more PSR flexibility would be to extend or redevelop the arena. Considering the location of the home ground, with protected structures on multiple sides, practically that likely means building an completely new venue. Rumors circulated in March of potentially undertaking the short move to Leazes Park – resistance from community organizations might 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 proposal. There has been significant retrenchment from the PIF on a variety of projects as it shifts focus on local investments; the attitude to the football club seems entirely in alignment with that change of approach.

Player Sales Saga

The star striker saga was born of that tension. A bolder management might have portrayed his transfer as essential to free up capital for additional investment; instead there was a vain attempt to keep him. That meant Newcastle started the campaign amid a feeling of disappointment even with the acquisitions of several new players. The opening was mixed: a single victory in their initial six fixtures.

Yet it appeared a turning point had been turned. They had won five victories in six matches prior to the weekend, a streak that featured convincing wins of a Belgian side and a Portuguese club in the European competition. That’s why the performance against the Hammers was so surprising. The issue maybe is that Newcastle’s style is very aggressive, high-energy; a slight drop-off in energy can have significant effects. Maybe the pressure of domestic, Champions League and Carabao Cup matches, five games in 15 days, had taken its toll. Woltemade featured in all five games and looked especially fatigued.

The Nature of Modern Soccer

That’s the nature of modern football. Managers have to be ready to make changes. Howe has been unlucky that the forward's injury has meant he is lacking attacking options but, no matter how reasonable the explanations, Sunday’s showing was inexcusable –particularly following scoring first at a ground ready to turn on its own side.

The Newcastle boss will hope it was merely a temporary setback, one of those days when all players is off-colour at once, but if the Magpies are to secure the European competition in the future, let alone one day mount an actual championship bid, they cannot be as inconsistent as this.