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Eddie Howe is not prone to dramatics or grand media statements. So by his usual demeanor, his media briefing following the weekend's loss to West Ham qualifies as a angry outburst. His side scored first but West Ham were ahead by half-time, while also striking the woodwork and seeing a spot-kick revoked by VAR, prompting Howe to execute a three substitutions at the break.

“That was the frustrating thing about the first half,” the coach stated. “I almost could have taken anyone off and I believe this indicated of where we were at that stage in the game and it’s very, very rare for me to feel that way. Actually, I cannot recall I have since I’ve been head coach of Newcastle, so I felt the squad needed some shaking up at the break. That’s why I did those decisions.”

Three key players all came off at the interval and Newcastle did stabilise to an extent in the second half, but never really looking like they could fight back into the game against a side that had won only one of their last nine fixtures. Considering the congestion the middle of the table currently is, with just three points separating the top spots from mid-table, and a nine-point margin between second and 17th, a run of 12 points from 10 games has not left Newcastle adrift but, equally, they must not finish the season in thirteenth place.

The Issue of Perception

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, Newcastle possess the richest backers in the globe. The assumption at the time the PIF bought a majority stake of the team in recent years was that it would bring a transformative effect, as the former Chelsea owner achieved at Stamford Bridge or the City Group did at the Etihad. The difference is that those two investors took over before the introduction of financial fair play regulations (while the ongoing allegations against Manchester City relate to if they breached those regulations after they were implemented).

Profit and sustainability restrictions limit the capacity of owners, however rich, to invest funds on their squads and therefore likely would have slowed every Middle Eastern effort to raise Newcastle to the level of Manchester City. But there is no need for Newcastle’s expenditure to have been so restrained as it has been; they could have spent more and remained within the threshold – or simply taken a relatively meagre European fine since their big issue is more with the continental than the Premier League rules.

Infrastructure Spending and Financial Rules

Besides which, stadium development is exempted from PSR calculations; the simplest way to increase revenue to create additional PSR headroom would be to extend or redevelop the arena. Given the location of the home ground, with protected structures on two sides, in reality that probably implies building an completely new stadium. There was talk in March of possibly making the nearby relocation to Leazes Park – opposition from community organizations could surely have been overcome with a promise to build a new park on the current ground location – but there has not been any progress on that proposal. There has occurred significant retrenchment from the PIF on a variety of initiatives as it shifts focus on domestic affairs; the approach to Newcastle seems entirely in alignment with that strategic shift.

The Alexander Isak Situation

The star striker episode was arose from that tension. A bolder management might have framed his sale as essential to release funds for further spending; rather there was a unsuccessful attempt to keep him. This resulted in Newcastle began the season amidst a sense of disappointment despite the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: a single victory in their initial six games.

But it seemed a corner had been turned. They had won five in six prior to Sunday, a run that included convincing wins of a Belgian side and Benfica in the Champions League. That’s why the performance against West Ham was such a shock. The problem maybe is that the team's approach is extremely intense, very high-octane; a slight drop-off in intensity can have profound consequences. Perhaps the strain of domestic, European and cup matches, five games in 15 days, had taken its toll. The German forward featured in all five games and looked particularly weary.

Reality of Modern Soccer

That’s the nature of modern the sport. Managers have to be prepared to rotate. Howe has been unlucky that the forward's injury has left him lacking attacking options but, regardless of how reasonable the explanations, the weekend's showing was unacceptable –especially after scoring first at a stadium primed to turn on its own side.

The Newcastle boss will hope it was merely a temporary setback, an off-day when all players is off-colour simultaneously, but if the Magpies are to secure the European competition in the future, let alone eventually launch an genuine title challenge, they cannot be as inconsistent as this.