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The Newcastle manager isn't typically given to dramatics or grand public pronouncements. So by his usual demeanor, his media briefing after Sunday’s 3-1 defeat counts as a angry outburst. His side scored first but the opposition took the lead by the interval, while also striking the woodwork and having a penalty revoked by VAR, leading Howe to make a three substitutions at the half-time.

“That was the frustrating thing about the first half,” Howe stated. “Virtually any player could have been substituted and I think that was a reflection of where we were at that stage during the match and it's extremely uncommon for me to have that impression. Actually, I cannot recall I have during my tenure as manager of the club, therefore I believed the squad needed a significant change at the break. This explains why I made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and the team managed to steady to an extent in the second half, without ever appearing like they might fight back into the game against a side that had secured just a single victory of their previous nine league matches. Considering the congestion the centre of the standings currently is, with just three points separating third from 11th, and a nine-point margin between second and 17th, a sequence of twelve points from 10 games has not placed the Magpies adrift but, similarly, they must not finish the season 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 when the Saudi fund acquired a majority stake of the team in recent years was that it would bring a transformative effect, similar to the former Chelsea owner had at Chelsea or Sheikh Mansour had at Manchester City. The difference is that those two investors assumed control before the introduction of FFP regulations (and the current charges against City concern whether they violated those regulations once they were implemented).

Financial restrictions restrict the ability of owners, however rich, to spend money on their squads and so in that sense probably would have slowed any Saudi effort to elevate the team to the level of Manchester City. However it wasn't necessary for the club's expenditure to have been quite as cautious as it has; they could have invested further and remained within the threshold – or simply taken a relatively meagre European penalty given their major issue is more with the European than the Premier League regulation.

Infrastructure Spending and Financial Rules

Additionally, infrastructure spending is exempted from PSR calculations; the easiest way to increase revenue to generate additional financial flexibility would be to expand or redevelop the arena. Considering the site of St James’ Park, with protected structures on multiple sides, in reality that likely implies building an entirely new venue. Rumors circulated in spring of potentially undertaking the nearby relocation to Leazes Park – opposition from community organizations might have been surmounted with a promise to build a replacement green space on the existing stadium site – but there has not been no movement on that plan. There has been substantial cutbacks from the PIF on a variety of initiatives as it refocuses on local investments; the attitude to Newcastle seems entirely in alignment with that strategic shift.

Player Sales Saga

The Alexander Isak saga was arose from that conflict. A more confident management could have framed his sale as necessary to release funds for further investment; rather there was a vain effort to keep him. That meant the team started the campaign amid a feeling of frustration even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: a single victory in their initial six games.

Yet it appeared a turning point was reached. They secured five in six before Sunday, a streak that included demolitions of a Belgian side and a Portuguese club in the Champions League. That’s why the performance against the Hammers was so surprising. The problem perhaps is that Newcastle’s approach is extremely intense, high-energy; a minor decrease in intensity can have significant effects. Perhaps the pressure of Premier League, Champions League and cup matches, five games in 15 days, had got to them. Woltemade featured in each of those games and appeared particularly weary.

Reality of Modern Football

That’s the reality of modern the sport. Coaches have to be prepared to rotate. Howe has been unlucky that Wissa’s injury has left him lacking attacking options but, no matter how reasonable the explanations, Sunday’s showing was unacceptable –especially after scoring first at a ground ready to turn on its home team.

The Newcastle boss will wish it was merely a temporary setback, an off-day when everybody is off-colour simultaneously, but if the Magpies are to secure the Champions League in the future, not to mention one day launch an genuine title challenge, they cannot be as unreliable as they have been.