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The Newcastle manager is not prone to histrionics or grand public pronouncements. Based on his usual demeanor, his press conference following Sunday’s 3-1 defeat counts as a furious tirade. Newcastle took an early lead but the opposition took the lead by the interval, while also hitting the post and seeing a spot-kick overturned by VAR, leading Howe to execute a triple change 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 in that moment during the match and it's extremely uncommon for me to have that impression. In fact, I cannot recall having done so since I’ve been manager of the club, therefore I believed the squad needed a significant change at the break. That’s why I did what I did.”

Three key players were substituted at the interval and the team did stabilise to an extent in the latter period, but never appearing like they might get back into the contest against a side that had secured just a single victory of their last nine league matches. Given how packed the centre of the table currently is, with just three points dividing the top spots from mid-table, and nine points between second and 17th, a sequence of 12 points from ten matches has not placed the Magpies stranded but, similarly, they cannot end the campaign in thirteenth place.

The Issue of Expectations

The challenge partially is one of public view. With the Saudi PIF, 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 game-changing impact, as the former Chelsea owner achieved at Stamford Bridge or the City Group had at Manchester City. The distinction is that both of those owners assumed control prior to the advent of financial fair play rules (and the current charges against City concern if they breached those guidelines once they were in place).

Profit and sustainability regulations limit the ability of proprietors, no matter how wealthy, to spend money on their squads and so in that sense probably might have hindered every Saudi effort to elevate Newcastle to the standard of City. However there is no need for Newcastle’s expenditure to have been quite as cautious as it has been; they could have invested further and remained within the limit – or just accepted a fairly minor European fine given their major issue is more with the continental than the Premier League rules.

Infrastructure Spending and PSR Rules

Additionally, infrastructure spending is excluded from Profit and Sustainability assessments; the simplest way to increase revenue to create additional financial flexibility would be to expand or redevelop the stadium. Considering the location of St James’ Park, with protected structures on multiple sides, in reality that likely implies building an completely new stadium. Rumors circulated in spring of possibly undertaking the nearby relocation to Leazes Park – resistance from community organizations could surely have been surmounted with a promise to create a new park on the current stadium site – but there has been no movement on that plan. There has occurred significant cutbacks from the Saudi fund on a range of initiatives as it refocuses on local investments; the attitude to the football club seems entirely in alignment with that strategic shift.

The Alexander Isak Situation

The star striker saga was born of that conflict. A more confident management might have portrayed his transfer as necessary to free up capital for additional spending; rather there was a unsuccessful attempt to keep him. This resulted in Newcastle began the season amid a sense of frustration despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: one win in their first six fixtures.

But it seemed a corner was reached. They secured five victories in six matches before Sunday, a run that included demolitions of Union Saint-Gilloise and Benfica in the Champions League. That’s why the performance against West Ham was so surprising. The problem perhaps is that the team's style is extremely intense, high-energy; a minor decrease in intensity can have significant consequences. Maybe the strain of domestic, European and cup matches, five fixtures in 15 days, had taken its toll. Woltemade started each of those matches and appeared particularly weary.

Reality of Modern Football

That’s the nature of today's the sport. Managers must be ready to rotate. Howe has been unlucky that the forward's injury has meant he is lacking attacking options but, regardless of how reasonable the reasons, the weekend's performance was unacceptable –especially following scoring first at a ground ready to turn on its own side.

The Newcastle boss 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 Champions League in the future, let alone eventually mount an genuine championship bid, they cannot be as inconsistent as this.