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The Newcastle manager is not given to histrionics or sweeping public statements. Based on his usual demeanor, his press conference after Sunday’s loss to West Ham counts as a angry tirade. Newcastle scored first but West Ham took the lead by half-time, as well as hitting the post and having a penalty revoked by VAR, prompting Howe to make a triple change at the break.

“The opening period was particularly irritating,” the coach said. “I almost could have taken anyone off and I believe this indicated of where we were at that stage during the match and it’s very, very rare for me to feel that way. In fact, I don’t think I have since I’ve been head coach of Newcastle, therefore I believed the squad required a significant change at the break. This explains why I did what I did.”

Three key players were substituted at the interval and Newcastle did stabilise somewhat in the latter period, but never really looking like they might fight back into the contest against an opponent that had won only one of their last nine league matches. Given how packed the middle of the table is, with a mere three-point gap dividing third from 11th, and a nine-point margin between second and 17th, a sequence of twelve points from ten matches has not placed the Magpies adrift but, equally, they cannot 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 have the wealthiest backers in the world. The expectation at the time the PIF acquired 80% of the team in recent years was that it would have a transformative effect, as the former Chelsea owner achieved at Stamford Bridge or the City Group did at the Etihad. The distinction is that both of those investors took over prior to the advent of financial fair play rules (while the current charges against Manchester City concern whether they breached those regulations once they were in place).

Financial restrictions restrict the ability of owners, however rich, to invest funds on their squads and so in that sense likely would have slowed every Middle Eastern effort to raise the team to the standard of Manchester City. But it wasn't necessary for the club's expenditure to have been so restrained as it has; they might have spent more and remained within the limit – or just accepted a fairly minor Uefa fine given their major issue is more with the continental than the domestic regulation.

Infrastructure Spending and Financial Regulations

Besides which, infrastructure spending is exempted from Profit and Sustainability assessments; the easiest method to increase revenue to generate more financial flexibility would be to expand or redevelop the stadium. Considering the site of St James’ Park, with protected structures on two sides, in reality that likely implies building an completely new venue. There was talk in spring of potentially undertaking the short move to a local park – resistance from community organizations might have been overcome with a promise to build a new park on the existing ground location – but there has not been any progress on that plan. There has occurred significant retrenchment from the PIF on a variety of projects as it refocuses on domestic affairs; the approach to the football club appears completely in alignment with that change of approach.

The Alexander Isak Saga

The Alexander Isak episode was born of that conflict. A bolder leadership could have portrayed his transfer as essential to free up capital for additional investment; rather there was a unsuccessful attempt to retain him. This resulted in Newcastle began the season amidst a feeling of frustration even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: a single victory in their initial six fixtures.

But it seemed a turning point had been turned. They secured five in six prior to the weekend, a streak that included convincing wins of Union Saint-Gilloise and Benfica in the Champions League. This explains the display against the Hammers was such a shock. The issue perhaps is that Newcastle’s approach is very aggressive, high-energy; a slight drop-off in intensity can have profound effects. Perhaps the strain of domestic, European and cup matches, five games in a fortnight, had got to them. Woltemade featured in each of those matches and looked especially weary.

The Nature of Contemporary Football

This is the nature of modern the sport. Managers have to be ready to rotate. The manager has been unfortunate that Wissa’s fitness issue has left him short of attacking options but, regardless of how reasonable the reasons, Sunday’s performance was unacceptable –particularly after scoring first at a ground ready to turn on its own side.

Howe will hope it was just a blip, an off-day when everybody is off-colour simultaneously, but if Newcastle are to secure the European competition in the future, not to mention one day launch an genuine championship bid, they cannot be as inconsistent as this.