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Eddie Howe is not given to histrionics or sweeping media statements. So by his standards, his press conference after Sunday’s 3-1 defeat qualifies as a furious outburst. His side took an early lead but West Ham took the lead by half-time, as well as hitting the post and having a penalty overturned by VAR, leading Howe to execute a triple change at the half-time.

“The opening period was particularly irritating,” Howe said. “Virtually any player could have been substituted and I believe that was a reflection of where we were at that stage in the game 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, so I felt the squad required some shaking up at half-time. This explains why I did what I did.”

Three key players all came off at the interval and Newcastle did stabilise to an extent in the second half, but never really looking like they could fight back into the game against an opponent that had won only one of their previous nine league matches. Given how packed the middle of the table is, with just three points dividing third from 11th, and a nine-point margin between second and 17th, a sequence of twelve points from ten matches has not left the Magpies adrift but, similarly, they cannot end the campaign in thirteenth place.

The Issue of Perception

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, the club possess the richest backers in the globe. The assumption at the time the Saudi fund acquired 80% of the club in 2021 was that it would have a game-changing impact, similar to the former Chelsea owner had at Chelsea or Sheikh Mansour had at Manchester City. The distinction is that those two owners assumed control before the introduction of FFP regulations (and the current allegations against Manchester City concern if they violated those regulations once they were implemented).

Profit and sustainability regulations restrict the ability of owners, no matter how wealthy, to spend money on their teams and therefore likely might have slowed every Middle Eastern effort to elevate the team to the level of City. However there is no need for Newcastle’s spending to have been so restrained as it has; they could have spent more and stayed inside the threshold – or simply taken a relatively meagre Uefa fine given their big issue is primarily with the continental than the domestic regulation.

Infrastructure Spending and Financial Regulations

Besides which, stadium development is exempted from Profit and Sustainability calculations; the simplest method to increase revenue to generate more PSR headroom would be to extend or redevelop the arena. Given the location of St James’ Park, with listed buildings on two sides, in reality that likely means constructing an completely new venue. Rumors circulated in spring of possibly making the short move to a local park – resistance from community organizations could surely have been surmounted with a promise to build a new park on the current ground location – but there has not been any progress on that proposal. There has been substantial cutbacks from the Saudi fund on a variety of projects as it shifts focus on local investments; the approach to Newcastle appears completely in alignment with that change of approach.

The Alexander Isak Saga

The star striker saga was arose from that conflict. A more confident management could have portrayed his sale as necessary to free up funds for additional spending; rather there was a unsuccessful effort to retain him. That meant Newcastle began the season amidst a feeling of frustration despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: one win in their first six games.

But it seemed a turning point had been turned. They secured five in six prior to the weekend, a streak that featured demolitions of Union Saint-Gilloise and Benfica in the European competition. That’s why the display against West Ham was so surprising. The issue perhaps is that the team's style is extremely intense, very high-octane; a slight drop-off in intensity can have profound consequences. Perhaps the pressure of Premier League, European and cup matches, five games in 15 days, had taken its toll. Woltemade featured in all five matches and looked particularly weary.

The Nature of Contemporary Soccer

That’s the nature of today's football. Coaches must be ready to rotate. Howe has been unlucky that Wissa’s injury has left him short of forward choices but, regardless of how reasonable the reasons, Sunday’s performance was unacceptable –particularly following scoring first at a ground ready to criticize its own side.

Howe will wish it was just a blip, one of those days when everybody is below par at once, but if Newcastle are to qualify for the European competition next season, let alone one day launch an actual championship bid, they cannot be as inconsistent as they have been.