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The Newcastle manager isn't typically given to histrionics or grand public pronouncements. So by his standards, his media briefing after Sunday’s loss to West Ham qualifies as a furious outburst. Newcastle scored first but West Ham were ahead by half-time, while also striking the woodwork and having a penalty overturned by VAR, prompting Howe to execute a three substitutions at the break.

“The opening period was particularly irritating,” Howe stated. “I almost could have taken anyone off and I think this indicated of where we were in that moment during the match and it’s very, very rare for me to feel that way. In fact, I don’t think I have during my tenure as head coach of the club, so I felt the squad needed a significant change at half-time. This explains why I made what I did.”

Three key players all came off at half-time and the team did stabilise to an extent in the latter period, without ever really looking like they could get back into the game against an opponent that had secured just a single victory of their last nine fixtures. Given 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 sequence of 12 points from ten matches has not placed the Magpies stranded but, equally, they cannot end the campaign in 13th.

The Problem of Perception

The challenge to an extent is one of perception. With the Saudi PIF, the club have the richest backers in the world. The assumption when the Saudi fund acquired 80% of the club in recent years was that it would bring a transformative effect, as Roman Abramovich achieved at Stamford Bridge or the City Group had at Manchester City. The distinction is that those two investors assumed control before the advent of FFP regulations (while the ongoing charges against Manchester City relate to whether they violated those guidelines after they were implemented).

Financial restrictions restrict the ability of owners, no matter how wealthy, to invest funds on their squads and therefore likely would have hindered any Saudi attempt to raise Newcastle to the standard of City. However there is no need for Newcastle’s spending to have been quite as cautious as it has been; they might have invested further and stayed inside the threshold – or simply taken a fairly minor Uefa fine since their major issue is primarily with the continental than the domestic regulation.

Infrastructure Investment and PSR Rules

Additionally, stadium development is excluded from Profit and Sustainability assessments; the simplest way to increase revenue to create additional PSR headroom would be to expand or redevelop the stadium. Considering the location of St James’ Park, with protected structures on two sides, practically that probably means constructing an entirely new venue. Rumors circulated in March of possibly making the nearby relocation to Leazes Park – opposition from community organizations could surely have been surmounted with a commitment to build a replacement green space on the current stadium site – but there has not been no movement on that plan. There has been significant cutbacks from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the approach to Newcastle appears entirely in keeping with that strategic shift.

The Alexander Isak Situation

The Alexander Isak saga was arose from that conflict. A bolder leadership could have portrayed his transfer as necessary to release capital for additional investment; rather there was a unsuccessful effort to retain him. This resulted in Newcastle began the season amid a feeling of frustration even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: one win in their first six games.

Yet it seemed a turning point was reached. They had won five victories in six matches prior to Sunday, a streak 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 problem perhaps is that the team's style is very aggressive, high-energy; a minor decrease in intensity can have profound effects. Perhaps the strain of Premier League, Champions League and cup competition, five games in a fortnight, had taken its toll. The German forward started each of those matches and looked especially weary.

Reality of Modern Football

This is the reality of modern the sport. Coaches have to be ready to make changes. The manager has been unfortunate that the forward's injury has meant he is lacking attacking options but, regardless of how reasonable the reasons, Sunday’s performance was unacceptable –especially following taking the lead at a ground primed to criticize its home team.

The Newcastle boss will hope it was merely a temporary setback, an off-day when everybody is below par simultaneously, but if the Magpies are to qualify for the Champions League in the future, not to mention one day launch an actual championship bid, they cannot be as inconsistent as this.