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Eddie Howe isn't typically given to histrionics or grand media pronouncements. Based on his standards, his press conference following Sunday’s loss to West Ham counts as a furious tirade. His side took an early lead but West Ham took the lead by the interval, as well as hitting the post and seeing a spot-kick overturned by VAR, leading Howe to make a three substitutions at the half-time.

“The opening period was particularly irritating,” the coach stated. “Virtually any player could have been substituted and I think this indicated of where we were in that moment in the game and it’s very, very rare for me to have that impression. In fact, 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 made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at the interval and the team did stabilise somewhat in the latter period, but never appearing like they might get back into the game against an opponent that had secured just a single victory of their previous nine fixtures. Considering how packed the centre of the standings is, with just three points separating third from 11th, and nine points between the upper and lower ranks, a run of twelve points from 10 games has not placed Newcastle stranded but, similarly, they cannot end the campaign in thirteenth place.

The Problem of Expectations

The challenge partially is one of public view. With the Saudi PIF, the club possess the wealthiest backers in the globe. The expectation at the time the Saudi fund acquired a majority stake of the team in recent years was that it would bring a game-changing impact, similar to Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The difference is that both of those investors assumed control prior to the introduction of FFP regulations (and the ongoing allegations against City relate to if they violated those regulations once they were in place).

Profit and sustainability restrictions restrict the ability of proprietors, however rich, to spend money on their squads and so in that sense likely would have slowed every Saudi attempt to elevate Newcastle to the level of Manchester City. But it wasn't necessary for Newcastle’s expenditure to have been quite as cautious as it has been; they could have invested further and remained within the threshold – or just accepted a fairly minor European penalty since their big problem is primarily with the European than the Premier League regulation.

Infrastructure Investment and PSR Rules

Besides which, infrastructure spending is excluded from Profit and Sustainability calculations; the easiest method to raise income to create more financial flexibility would be to expand or redevelop the arena. Given the site of the home ground, with protected structures on multiple sides, practically that likely means building an completely new venue. Rumors circulated in March of potentially undertaking the nearby relocation to a local park – resistance from community organizations might have been overcome with a commitment to build a replacement green space on the existing ground location – but there has been no movement on that plan. There has occurred significant retrenchment from the Saudi fund on a range of projects as it refocuses on local investments; the approach to the football club appears completely in alignment with that strategic shift.

The Alexander Isak Saga

The star striker episode was arose from that tension. A more confident leadership could have portrayed his transfer as essential to free up funds for additional investment; instead there was a unsuccessful effort to keep him. That meant Newcastle began the season amid a sense of frustration despite the acquisitions of several new players. The opening was mixed: a single victory in their initial six fixtures.

Yet it seemed a turning point was reached. They had won five victories in six matches before Sunday, a run that included convincing wins of a Belgian side and Benfica in the Champions League. That’s why the performance against West Ham was such a shock. The problem maybe is that Newcastle’s style is extremely intense, very high-octane; a slight drop-off in intensity can have profound consequences. Maybe the pressure of Premier League, Champions League and Carabao Cup matches, five fixtures in a fortnight, had got to them. Woltemade featured in all five games and looked especially weary.

Reality of Contemporary Soccer

This is the reality of modern football. Managers have to be ready to make changes. The manager has been unfortunate that the forward's fitness issue has meant he is short of forward choices but, regardless of how valid the reasons, Sunday’s performance was unacceptable –especially following taking the lead at a ground ready to turn on its home team.

Howe will wish it was just a blip, one of those days when all players is below par simultaneously, but if Newcastle are to qualify for the European competition next season, not to mention eventually mount an actual championship bid, they cannot be as inconsistent as they have been.