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The Newcastle manager is not prone to dramatics or sweeping public pronouncements. Based on his usual demeanor, his media briefing after Sunday’s loss to West Ham counts as a furious outburst. His side 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 execute a triple change 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 at that stage in the game and it’s very, very rare for me to have that impression. Actually, I cannot recall I have since I’ve been head coach of the club, therefore I believed the squad needed a significant change at the break. That’s why I made those decisions.”

Three key players were substituted at the interval and Newcastle managed to steady to an extent in the second half, but never appearing like they might fight back into the contest against an opponent that had won only one of their last nine league matches. Considering how packed the centre of the table currently is, with just three points dividing the top spots from mid-table, and a nine-point margin between second and 17th, a run of 12 points from 10 games has not left the Magpies stranded but, equally, they must not end the campaign in 13th.

The Problem of Expectations

The problem partially is one of perception. In the Saudi Public Investment Fund, Newcastle possess the wealthiest backers in the world. The expectation at the time the Saudi fund bought 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 distinction is that both of those investors assumed control before the advent of financial fair play regulations (and the ongoing charges against Manchester City concern whether they violated those guidelines once they were in place).

Financial regulations restrict the ability of proprietors, no matter how wealthy, to spend money on their teams and therefore likely might have slowed every Middle Eastern attempt to raise the team to the level of Manchester City. But it wasn't necessary for Newcastle’s expenditure to have been so restrained as it has; they might have invested further and stayed inside the limit – or just accepted a relatively meagre European fine since their major issue is more with the European than the domestic regulation.

Stadium Spending and PSR Regulations

Additionally, infrastructure spending is excluded from PSR assessments; the easiest method to increase revenue to generate more financial flexibility would be to expand or redevelop the stadium. Given the site of the home ground, with listed buildings on two sides, in reality that probably means building an completely new stadium. Rumors circulated in spring of possibly undertaking the short move to a local park – opposition from local groups might have been surmounted with a commitment to build a replacement green space on the current ground location – but there has been no movement on that plan. There has occurred significant retrenchment from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the approach to the football club seems completely in keeping with that strategic shift.

The Alexander Isak Saga

The Alexander Isak saga was arose from that tension. A bolder leadership might have portrayed his transfer as necessary to free up capital for additional investment; instead there was a unsuccessful attempt to keep him. This resulted in the team began the season amidst a sense of frustration despite the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: a single victory in their first six games.

Yet it seemed a turning point had been turned. They had won five in six prior to the weekend, a streak that included demolitions of Union Saint-Gilloise and Benfica in the Champions League. This explains the display against West Ham was such a shock. The issue perhaps is that Newcastle’s style is very aggressive, very high-octane; a minor decrease in intensity can have profound consequences. Maybe the pressure of Premier League, European and Carabao Cup matches, five games in a fortnight, had got to them. The German forward featured in all five matches and looked particularly weary.

The Nature of Contemporary Football

This is the nature of today's the sport. Coaches must be prepared to make changes. The manager has been unlucky that the forward's fitness issue has left him lacking attacking options but, regardless of how valid the reasons, the weekend's performance was unacceptable –particularly 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 all players is off-colour simultaneously, but if Newcastle are to qualify for the Champions League in the future, not to mention one day launch an actual championship bid, they must not be as unreliable as they have been.