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The Newcastle manager is not prone to dramatics or sweeping public pronouncements. Based on his usual demeanor, his press conference following the weekend's loss to West Ham qualifies as a angry outburst. His side scored first but the opposition were ahead by half-time, as well as striking the woodwork and seeing a spot-kick overturned by VAR, prompting Howe to execute a three substitutions at the half-time.

“The opening period was particularly irritating,” the coach said. “I almost could have taken anyone off and I think this indicated of our performance level in that moment during the match and it’s very, very rare for me to have that impression. Actually, I cannot recall having done so since I’ve been head coach of the club, therefore I believed the team required a significant change at the break. This explains why I did what I did.”

Three key players all came off at the interval and the team did stabilise to an extent in the second half, without ever appearing like they might get back into the game against a side that had secured just a single victory of their last nine league matches. Given the congestion the centre of the table is, with a mere three-point gap separating the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a sequence of 12 points from 10 games has not placed Newcastle adrift but, equally, they cannot end the campaign in thirteenth place.

The Problem of Perception

The problem partially is one of public view. In the Saudi Public Investment Fund, Newcastle have the richest owners in the world. The expectation when the PIF acquired a majority stake of the club in recent years was that it would have a game-changing impact, similar to the former Chelsea owner had at Chelsea or Sheikh Mansour did at the Etihad. The distinction is that those two investors took over prior to the advent of financial fair play rules (and the current charges against Manchester City concern whether they violated those regulations after they were in place).

Financial restrictions restrict the ability of proprietors, however rich, to invest funds on their squads and so in that sense likely might have slowed every Middle Eastern effort to elevate the team to the standard of Manchester City. However 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 limit – or simply taken a relatively meagre Uefa fine given their major issue is primarily with the European than the domestic rules.

Infrastructure Investment and Financial Rules

Additionally, infrastructure spending is exempted from Profit and Sustainability assessments; the easiest method to increase revenue to create more PSR flexibility would be to extend or redevelop the stadium. Given the site of the home ground, with listed buildings on multiple sides, in reality that likely means constructing an completely new stadium. There was talk in spring of possibly making the nearby relocation to a local park – opposition from community organizations could surely have been overcome with a promise to create a replacement green space on the current ground location – but there has not been no movement on that plan. There has been significant retrenchment from the Saudi fund on a range of projects as it shifts focus on local investments; the attitude to the football club appears entirely in alignment with that strategic shift.

Player Sales Situation

The Alexander Isak episode was arose from that tension. A more confident management could have framed his transfer as essential to release funds for further spending; rather there was a vain attempt to retain him. This resulted in the team began the season amid a feeling of disappointment despite the acquisitions of several new players. The start was mixed: one win in their initial six games.

Yet it appeared a turning point was reached. They had won five victories in six matches before Sunday, a streak that included convincing wins of Union Saint-Gilloise and Benfica in the European competition. That’s why the performance against the Hammers was so surprising. The problem perhaps is that Newcastle’s approach is very aggressive, very high-octane; a slight drop-off in intensity can have profound effects. Perhaps the pressure of Premier League, Champions League and cup matches, five fixtures in a fortnight, had taken its toll. The German forward featured in each of those matches and looked particularly weary.

The Nature of Modern Soccer

That’s the reality of modern football. Coaches must be ready to make changes. Howe has been unfortunate that Wissa’s injury has left him short of attacking options but, regardless of how reasonable the reasons, Sunday’s performance was inexcusable –particularly following taking the lead at a stadium primed to criticize its own side.

The Newcastle boss will hope it was just a blip, an off-day when all players is below par at once, but if the Magpies are to qualify for the Champions League in the future, let alone eventually launch an genuine championship bid, they must not be as inconsistent as they have been.