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The Newcastle manager is not given to histrionics or grand public statements. Based on his standards, his press conference after the weekend's 3-1 defeat counts as a furious tirade. Newcastle scored first but West Ham were ahead by half-time, as well as striking the woodwork and having a penalty revoked by VAR, leading Howe to make a three substitutions at the half-time.

“The opening period was particularly irritating,” Howe said. “I almost could have taken anyone off and I believe that was a reflection of where we were in that moment during the match and it's extremely uncommon for me to feel that way. Actually, I don’t think I have during my tenure as head coach of Newcastle, therefore I believed the team required a significant change at the break. That’s why I made what I did.”

Three key players were substituted at half-time and Newcastle did stabilise to an extent in the second half, but never appearing like they could fight back into the contest against an opponent that had won only one of their previous nine fixtures. Considering how packed the centre of the standings currently is, with just three points separating third from 11th, and nine points between the upper and lower ranks, a sequence of twelve points from ten matches has not left Newcastle stranded but, similarly, they must not finish the season in 13th.

The Problem of Perception

The problem to an extent is one of perception. In the Saudi Public Investment Fund, the club have the richest owners in the globe. The assumption when the PIF bought a majority stake of the club in 2021 was that it would have a game-changing impact, as the former Chelsea owner had at Chelsea or the City Group had at Manchester City. The distinction is that both of those owners assumed control prior to the introduction of financial fair play regulations (and the current allegations against City relate to whether they breached those guidelines after they were in place).

Financial restrictions limit the capacity of proprietors, no matter how wealthy, to invest funds on their squads and so in that sense probably would have slowed any Middle Eastern effort to raise Newcastle to the standard of City. But it wasn't necessary for Newcastle’s expenditure to have been so restrained as it has been; they could have spent more and remained within the limit – or simply taken a fairly minor Uefa penalty since their major issue is more with the continental than the Premier League rules.

Stadium Investment and PSR Rules

Additionally, stadium development is excluded from Profit and Sustainability assessments; the easiest method to increase revenue to create additional financial headroom would be to extend or redevelop the stadium. Considering the location of St James’ Park, with protected structures on two sides, practically that likely means constructing an completely new stadium. There was talk in March of potentially making the short move to Leazes Park – opposition from local groups might have been overcome with a promise to create a replacement green space on the current stadium site – but there has not been any progress on that proposal. There has occurred significant cutbacks from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the attitude to Newcastle appears entirely in alignment with that strategic shift.

Player Sales Saga

The star striker episode was arose from that tension. A bolder management could have portrayed his sale as essential to release capital for further spending; rather there was a unsuccessful attempt to retain him. That meant Newcastle began the season amid a sense of frustration despite the acquisitions of several new players. The opening was mixed: a single victory in their initial six games.

But it seemed a turning point had been turned. They had won five in six before Sunday, a run that included demolitions of Union Saint-Gilloise and a Portuguese club in the European competition. This explains the display against West Ham was such a shock. The issue perhaps is that the team's approach is extremely intense, very high-octane; a slight drop-off in energy can have significant effects. Maybe the pressure of domestic, European and cup competition, five fixtures in a fortnight, had taken its toll. Woltemade started all five matches and appeared especially weary.

The Nature of Modern Football

That’s the nature of today's the sport. Coaches have to be ready to make changes. The manager has been unlucky that Wissa’s fitness issue has left him short of attacking options but, no matter how valid the explanations, the weekend's showing was inexcusable –especially after scoring first at a ground ready to criticize its own side.

The Newcastle boss will wish it was just a blip, one of those days when everybody is below par at once, but if Newcastle are to secure the European competition next season, not to mention eventually mount an actual championship bid, they must not be as unreliable as this.