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Eddie Howe is not given to dramatics or grand public statements. So by his standards, his press conference following Sunday’s loss to West Ham counts as a angry tirade. Newcastle took an early lead but West Ham took the lead by half-time, while also hitting the post and having a penalty revoked by VAR, leading Howe to execute a three substitutions at the break.

“That was the frustrating thing about the first half,” Howe stated. “I almost could have taken anyone off and I think that was a reflection of where we were at that stage during the match and it's extremely uncommon for me to have that impression. Actually, I don’t think having done so during my tenure as head coach of the club, so I felt the team needed a significant change at half-time. This explains why I made those decisions.”

Three key players were substituted at half-time and the team managed to steady somewhat in the latter period, but never appearing like they could get back into the game against an opponent that had won only one of their previous nine league matches. Considering how packed the middle of the standings currently is, with just three points separating third from 11th, and a nine-point margin between the upper and lower ranks, a run of twelve points from 10 games has not placed Newcastle adrift but, similarly, they must not finish the season in 13th.

The Problem of Perception

The problem partially is one of public view. In the Saudi Public Investment Fund, Newcastle possess the richest backers in the globe. The assumption when the PIF bought a majority stake of the club in 2021 was that it would bring a transformative effect, similar to Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The distinction is that those two investors took over before the advent of financial fair play rules (while the ongoing charges against Manchester City relate to whether they breached those guidelines once they were implemented).

Profit and sustainability regulations restrict the capacity of owners, no matter how wealthy, to spend money on their teams and therefore probably might have hindered every Middle Eastern effort to elevate the team to the level of City. But it wasn't necessary for the club's spending to have been quite as cautious as it has; they might have invested further and remained within the limit – or just accepted a relatively meagre Uefa fine since their major problem is more with the continental than the domestic rules.

Infrastructure Investment and Financial Rules

Additionally, stadium development is excluded from Profit and Sustainability assessments; the easiest method to raise income to create additional PSR flexibility would be to extend or redevelop the arena. Considering the site of St James’ Park, with listed buildings on multiple sides, in reality that probably implies constructing an completely new venue. There was talk in spring of possibly making the nearby relocation to Leazes Park – resistance from local groups might have been overcome with a commitment to build a new park on the current stadium site – but there has been any progress on that plan. There has occurred significant retrenchment from the Saudi fund on a range of initiatives as it shifts focus on domestic affairs; the approach to Newcastle seems completely in keeping with that change of approach.

Player Sales Situation

The Alexander Isak saga was born of that tension. A bolder management might have framed his transfer as necessary to release funds for additional spending; instead there was a unsuccessful effort to keep him. That meant the team started the campaign amid a sense of frustration despite the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: a single victory in their first six games.

Yet it appeared a turning point had been turned. They had won five victories in six matches prior to the weekend, a streak that included demolitions of a Belgian side and a Portuguese club in the Champions League. This explains the display against the Hammers was such a shock. The problem maybe is that the team's style is extremely intense, high-energy; a minor decrease in intensity can have significant effects. Perhaps the pressure of domestic, European and Carabao Cup matches, five games in a fortnight, had got to them. The German forward featured in all five matches and appeared especially weary.

The Nature of Contemporary Soccer

This is the nature of modern the sport. Coaches must be ready to make changes. The manager has been unlucky that Wissa’s injury has left him lacking forward choices but, no matter how valid the reasons, Sunday’s showing was inexcusable –particularly following taking the lead at a stadium ready to turn on its own side.

The Newcastle boss will hope it was just a blip, one of those days when all players is below par at once, but if the Magpies are to secure the Champions League next season, not to mention eventually mount an genuine title challenge, they must not be as inconsistent as they have been.