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Eddie Howe is not prone to dramatics or grand public statements. Based on his usual demeanor, his media briefing following the weekend's loss to West Ham counts as a furious outburst. Newcastle scored first but the opposition took the lead by the interval, while also hitting the post and seeing a spot-kick revoked by VAR, prompting Howe to execute a triple change at the half-time.

“That was the frustrating thing about the first half,” the coach said. “I almost could have taken anyone off and I believe that was a reflection of our performance level in that moment during the match and it’s very, very rare for me to have that impression. Actually, I cannot recall having done so since I’ve been manager of the club, so I felt the team required some shaking up at the break. That’s why I did those decisions.”

Three key players were substituted at the interval and Newcastle managed to steady somewhat in the second half, without ever really looking like they might get back into the game against a side that had secured just a single victory of their last nine fixtures. Considering the congestion 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 12 points from 10 games has not left the Magpies adrift but, equally, they must not end the campaign in thirteenth place.

The Issue of Expectations

The challenge partially is one of perception. In the Saudi Public Investment Fund, Newcastle possess the wealthiest owners in the globe. The expectation at the time the PIF bought 80% of the club in recent years was that it would bring a game-changing impact, as Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The difference is that both of those owners took over prior to the advent of financial fair play regulations (and the current charges against Manchester City relate to if they breached those guidelines after they were implemented).

Financial regulations limit the ability of proprietors, however rich, to spend money on their teams and so in that sense likely might have slowed any Saudi effort to raise Newcastle to the level of City. But it wasn't necessary for the club's expenditure to have been quite as cautious as it has been; they could have spent more and stayed inside the threshold – or just accepted a fairly minor European penalty given their big problem is more with the continental than the Premier League rules.

Infrastructure Investment and Financial Regulations

Additionally, stadium development is excluded from Profit and Sustainability assessments; the easiest way to raise income to create more financial flexibility would be to expand or redevelop the stadium. Given the location of the home ground, with listed buildings on two sides, in reality that probably implies constructing an entirely new venue. There was talk in March of possibly undertaking the nearby relocation to Leazes Park – resistance from local groups might have been overcome with a commitment to create a new park on the current stadium site – but there has not been any progress on that proposal. There has been significant retrenchment from the PIF on a range of projects as it refocuses on domestic affairs; the attitude to the football club seems entirely in keeping with that strategic shift.

The Alexander Isak Situation

The star striker episode was arose from that conflict. A more confident management might have framed his transfer as essential to free up funds for additional investment; rather there was a unsuccessful attempt to keep him. This resulted in the team 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 indifferent: one win in their initial six games.

Yet it appeared a corner had been turned. They had won five in six before the weekend, a streak that included convincing wins of Union Saint-Gilloise and a Portuguese club in the European competition. This explains the display against West Ham was so surprising. The issue perhaps is that Newcastle’s style is extremely intense, very high-octane; a minor decrease in energy can have profound effects. Maybe the pressure of domestic, European and Carabao Cup competition, five games in a fortnight, had taken its toll. Woltemade started each of those matches and appeared particularly weary.

Reality of Contemporary Soccer

This is the nature of modern the sport. Managers have to be ready to make changes. Howe has been unlucky that the forward's injury has left him lacking forward choices but, no matter how valid the reasons, the weekend's performance was inexcusable –especially after taking the lead at a stadium primed to criticize its own side.

Howe will hope it was just a blip, an off-day when all players is below par at once, but if the Magpies are to secure the European competition in the future, let alone one day mount an actual title challenge, they cannot be as unreliable as this.