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Eddie Howe isn't typically given to histrionics or sweeping public pronouncements. Based on his usual demeanor, his media briefing following Sunday’s loss to West Ham qualifies as a furious outburst. His side took an early lead but the opposition were ahead by the interval, while also striking the woodwork and seeing a spot-kick overturned by VAR, leading Howe to make a three substitutions at the break.

“The opening period was particularly irritating,” Howe stated. “I almost could have taken anyone off and I believe this indicated of where we were in that moment in the game and it’s very, very rare for me to feel that way. In fact, I don’t think having done so during my tenure as head coach of Newcastle, therefore I believed the team required a significant change at the break. This explains why I made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and Newcastle did stabilise to an extent in the latter period, but never really looking like they could fight back into the contest against an opponent that had secured just a single victory of their previous nine fixtures. Considering the congestion the centre of the standings is, with a mere three-point gap separating the top spots from mid-table, and a nine-point margin between second and 17th, a sequence of 12 points from 10 games has not placed Newcastle adrift but, equally, they cannot finish the season in thirteenth place.

The Problem of Expectations

The challenge to an extent is one of perception. With the Saudi PIF, Newcastle possess the richest owners in the globe. The assumption when the Saudi fund acquired 80% of the team in recent years was that it would bring a transformative effect, similar to Roman Abramovich had at Chelsea or the City Group had at Manchester City. The difference is that those two owners assumed control prior to the introduction of FFP regulations (while the ongoing charges against City concern whether they violated those guidelines once they were in place).

Profit and sustainability restrictions limit the ability of owners, however rich, to invest funds on their teams and therefore likely might have hindered every Middle Eastern attempt to elevate the team to the standard of Manchester City. However there is no need for the club's spending to have been so restrained as it has; they might have invested further and remained within the threshold – or simply taken a relatively meagre Uefa fine since their major problem is more with the continental than the Premier League regulation.

Stadium Investment and PSR Rules

Besides which, infrastructure spending is exempted from PSR assessments; the simplest method to increase revenue to create more PSR flexibility would be to extend or redevelop the arena. Considering the site of St James’ Park, with listed buildings on two sides, practically that likely means constructing an entirely new stadium. Rumors circulated in spring of potentially undertaking the nearby relocation to a local park – resistance from local groups could surely have been overcome with a promise to create a new park on the existing stadium site – but there has not been no movement on that plan. There has been substantial cutbacks from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the attitude to the football club appears completely in alignment with that strategic shift.

Player Sales Situation

The Alexander Isak saga was arose from that conflict. A bolder management might have portrayed his transfer as essential to free up funds for additional investment; rather there was a unsuccessful effort to retain him. This resulted in Newcastle started the campaign amid a sense of disappointment despite the signings of several new players. The start was mixed: one win in their first six games.

Yet it appeared a corner was reached. They secured five in six before the weekend, a streak that featured demolitions of a Belgian side and Benfica in the European competition. That’s why the performance against the Hammers was such a shock. The issue maybe is that Newcastle’s approach is extremely intense, high-energy; a minor decrease in intensity can have profound consequences. Perhaps the pressure of domestic, Champions League and cup competition, five games in a fortnight, had got to them. The German forward started each of those games and appeared particularly weary.

Reality of Contemporary Football

That’s the reality of today's the sport. Coaches must be prepared to make changes. The manager has been unfortunate that Wissa’s injury has left him short of forward choices but, regardless of how valid the reasons, Sunday’s performance was unacceptable –especially after taking the lead at a ground primed to criticize its own side.

The Newcastle boss will hope it was just a blip, an off-day when all players is below par at once, but if Newcastle are to secure the Champions League next season, let alone one day mount an actual title challenge, they must not be as inconsistent as they have been.