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Eddie Howe is not prone to histrionics or grand public statements. Based on his usual demeanor, his media briefing following the weekend's loss to West Ham counts as a angry tirade. Newcastle took an early lead but West Ham took the lead by the interval, while also striking the woodwork and seeing a spot-kick revoked by VAR, leading Howe to execute a three substitutions at the break.

“That was the frustrating thing about the first half,” the coach stated. “Virtually any player could have been substituted and I believe this indicated of where we were in that moment during the match and it's extremely uncommon for me to have that impression. Actually, I cannot recall having done so during my tenure as head coach of Newcastle, so I felt the squad required a significant change at the break. This explains why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and the team did stabilise to an extent in the second half, but never appearing like they might get back into the contest against an opponent that had secured just a single victory of their last nine fixtures. Considering how packed the centre of the table currently is, with a mere three-point gap separating third from 11th, and a nine-point margin between the upper and lower ranks, a run of twelve points from 10 games has not left the Magpies stranded but, equally, they must not end the campaign in 13th.

The Issue of Perception

The challenge partially is one of perception. With the Saudi PIF, Newcastle have the richest owners in the world. The expectation when the Saudi fund bought 80% of the team in 2021 was that it would bring a game-changing impact, similar to the former Chelsea owner achieved at Stamford Bridge or the City Group had at Manchester City. The distinction is that those two owners assumed control prior to the introduction of financial fair play regulations (while the current charges against City relate to whether they breached those guidelines once they were in place).

Profit and sustainability regulations restrict the capacity of proprietors, however rich, to invest funds on their squads and so in that sense probably would have hindered any Saudi attempt to elevate the team to the level of City. But there is no need for the club's expenditure to have been quite as cautious as it has; they might have spent more and stayed inside the threshold – or simply taken a fairly minor Uefa fine given their major problem is primarily with the continental than the domestic regulation.

Infrastructure Investment and Financial Rules

Additionally, infrastructure spending is exempted from Profit and Sustainability assessments; the easiest way to raise income to generate additional financial flexibility would be to expand or redevelop the arena. Considering the site of St James’ Park, with listed buildings on multiple sides, practically that probably implies constructing an completely new stadium. There was talk in March of possibly making the short move to a local park – resistance from local groups could surely have been overcome with a commitment to build a new park on the existing stadium site – but there has not been no movement on that plan. There has occurred significant retrenchment from the Saudi fund on a variety of initiatives as it shifts focus on domestic affairs; the approach to Newcastle seems entirely in alignment with that change of approach.

Player Sales Situation

The star striker episode was born of that conflict. A bolder management might have framed his transfer as necessary to free up funds for further investment; instead there was a vain effort to retain him. This resulted in Newcastle started the campaign amidst a feeling of disappointment even with the signings of several new players. The start was mixed: one win in their first six fixtures.

Yet it appeared a turning point had been turned. They secured five in six prior to the weekend, a run that included demolitions of a Belgian side and Benfica in the European competition. This explains the performance against the Hammers was so surprising. The problem perhaps is that the team's approach is very aggressive, very high-octane; a slight drop-off in energy can have profound consequences. Maybe the strain of Premier League, European and Carabao Cup matches, five fixtures in a fortnight, had got to them. Woltemade started all five games and looked particularly weary.

The Nature of Modern Soccer

That’s the reality of modern football. Coaches must be ready to make changes. The manager has been unfortunate that the forward's injury has meant he is short of forward choices but, regardless of how valid the explanations, the weekend's performance was unacceptable –especially following scoring first at a stadium ready to turn on its own side.

Howe will wish it was just a blip, one of those days when everybody is below par at once, but if the Magpies are to secure the Champions League next season, not to mention one day launch an actual championship bid, they must not be as inconsistent as this.