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The Newcastle manager isn't typically given to dramatics or grand public statements. Based on his usual demeanor, his media briefing following the weekend's 3-1 defeat qualifies as a furious tirade. His side scored first but the opposition took the lead by half-time, as well as striking the woodwork and having a penalty overturned by VAR, prompting Howe to execute a triple change at the break.

“The opening period was particularly irritating,” the coach stated. “Virtually any player could have been substituted and I think that was a reflection of our performance level in that moment during the match and it's extremely uncommon for me to have that impression. Actually, I don’t think I have 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.”

Anthony Gordon, Nick Woltemade and Emil Krafth 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 an opponent that had secured just a single victory of their last nine fixtures. Given the congestion the middle of the table is, with just three points separating third from 11th, and a nine-point margin between the upper and lower ranks, a sequence of 12 points from 10 games has not placed Newcastle stranded but, equally, they must not end the campaign in thirteenth place.

The Problem of Perception

The challenge to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle possess the richest owners in the world. The expectation when the PIF bought a majority stake of the team in 2021 was that it would bring a game-changing impact, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The difference is that those two owners took over prior to the advent of FFP regulations (and the current allegations against Manchester City concern whether they breached those guidelines once they were implemented).

Financial restrictions restrict the capacity of proprietors, no matter how wealthy, to spend money on their teams and so in that sense probably might have hindered every Saudi attempt to raise Newcastle to the level of Manchester City. But there is no need for the club's spending to have been quite as cautious as it has; they might have spent more and remained within the limit – or simply taken a relatively meagre European penalty given their major issue is primarily with the European than the Premier League rules.

Stadium Spending and PSR Regulations

Besides which, stadium development is excluded from PSR calculations; the easiest method to raise income to generate more PSR headroom would be to expand or redevelop the stadium. Considering the site of the home ground, with protected structures on two sides, practically that likely means constructing an entirely new venue. There was talk in spring of potentially undertaking the nearby relocation to Leazes Park – opposition from local groups might have been surmounted with a commitment to build a new park on the current ground location – but there has not been any progress on that proposal. There has been significant retrenchment from the PIF on a variety of initiatives as it refocuses on local investments; the attitude to Newcastle appears completely in alignment with that change of approach.

Player Sales Saga

The Alexander Isak saga was born of that tension. A bolder leadership might have portrayed his sale as necessary to free up funds for additional investment; rather there was a vain attempt to retain him. This resulted in Newcastle began the season amid a feeling of disappointment even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was indifferent: one win in their initial six games.

But it appeared a turning point was reached. They had won five victories in six matches before Sunday, a run that included demolitions of a Belgian side and Benfica in the European competition. That’s why the performance against West Ham was so surprising. The issue perhaps is that Newcastle’s approach is extremely intense, high-energy; a slight drop-off in energy can have significant consequences. Maybe the pressure of Premier League, European and cup competition, five fixtures in a fortnight, had got to them. Woltemade started each of those games and looked especially weary.

The Nature of Contemporary Football

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 left him short of attacking options but, no matter how reasonable the reasons, the weekend's showing was unacceptable –particularly after scoring first at a stadium primed to turn on its home team.

The Newcastle boss will hope it was just a blip, one of those days when all players is below par at once, but if Newcastle are to qualify for the Champions League next season, not to mention eventually mount an actual championship bid, they cannot be as inconsistent as this.