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Eddie Howe isn't typically given to dramatics or grand media statements. So by his usual demeanor, his media briefing following Sunday’s 3-1 defeat qualifies as a furious outburst. Newcastle took an early lead but West Ham were ahead by the interval, as well as striking the woodwork and having a penalty revoked by VAR, leading Howe to execute a three substitutions at the half-time.

“That was the frustrating thing about the first half,” the coach stated. “Virtually any player could have been substituted and I believe that was a reflection of our performance level in that moment in the game and it's extremely uncommon for me to have that impression. Actually, I cannot recall I have since I’ve been head coach of Newcastle, so I felt the team required some shaking up at the break. This explains why I did what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and Newcastle managed to steady somewhat in the latter period, but never really looking like they could fight back into the game against an opponent that had won only one of their previous nine league matches. Considering the congestion the centre of the standings is, with a mere three-point gap separating the top spots from mid-table, and a nine-point margin between second and 17th, a run of twelve points from 10 games has not left the Magpies adrift but, equally, they cannot finish the season in thirteenth place.

The Issue of Perception

The challenge to an extent is one of perception. With the Saudi PIF, the club have the richest backers in the globe. The expectation at the time the Saudi fund acquired 80% of the team in 2021 was that it would have a game-changing impact, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The difference is that both of those owners assumed control before the advent of financial fair play rules (while the current charges against Manchester City concern if they breached those guidelines once they were implemented).

Financial regulations limit the ability of proprietors, no matter how wealthy, to spend money on their teams and so in that sense likely would have hindered any Saudi effort to raise Newcastle to the standard of Manchester City. However there is no need for the club's spending to have been so restrained as it has been; they could have spent more and remained within the limit – or simply taken a relatively meagre Uefa fine given their big problem is more with the continental than the Premier League regulation.

Infrastructure Investment and PSR Regulations

Besides which, infrastructure spending is exempted from Profit and Sustainability assessments; the easiest way to raise income to generate additional PSR headroom would be to extend or renovate the stadium. Considering the site of the home ground, with listed buildings on multiple sides, in reality that probably implies constructing an completely new stadium. Rumors circulated in spring of possibly undertaking the nearby relocation to a local park – resistance from local groups might have been overcome with a promise to build a replacement green space on the current ground location – but there has been any progress on that plan. There has occurred substantial retrenchment from the Saudi fund on a variety of initiatives as it refocuses on local investments; the attitude to the football club seems entirely in keeping with that strategic shift.

The Alexander Isak Situation

The Alexander Isak saga was arose from that tension. A bolder leadership could have portrayed his transfer as essential to release capital for additional spending; rather there was a vain effort to retain him. That meant the team began the season amid a sense of disappointment despite the signings of several new players. The opening was indifferent: a single victory in their first six fixtures.

Yet it seemed a corner had been turned. They had won five in six before the weekend, a run that included demolitions of Union Saint-Gilloise and Benfica in the European competition. This explains the display against the Hammers was such a shock. The issue perhaps is that the team's style is extremely intense, very high-octane; a slight drop-off in energy can have significant consequences. Maybe the pressure of Premier League, European and Carabao Cup matches, five games in 15 days, had got to them. The German forward started each of those matches and appeared especially weary.

Reality of Modern Soccer

That’s the reality of today's football. Managers have to be ready to rotate. Howe has been unlucky that Wissa’s fitness issue has meant he is lacking forward choices but, regardless of how reasonable the reasons, Sunday’s performance was unacceptable –especially after taking the lead at a stadium ready to turn on its own side.

Howe will wish it was merely a temporary setback, an off-day when all players is off-colour simultaneously, but if Newcastle are to secure the European competition next season, let alone one day launch an genuine championship bid, they must not be as unreliable as they have been.