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The Newcastle manager isn't typically given to dramatics or grand media statements. So by his usual demeanor, his media briefing after Sunday’s loss to West Ham counts as a furious outburst. His side scored first but the opposition took the lead by half-time, while also striking the woodwork and having a penalty overturned by VAR, prompting Howe to make a triple change at the half-time.

“That was the frustrating thing about the first half,” Howe stated. “I almost could have taken anyone off and I believe that was a reflection of where we were at that stage in the game and it's extremely uncommon for me to have that impression. Actually, I don’t think having done so during my tenure as head coach of the club, so I felt the squad required a significant change at half-time. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at the interval and the team managed to steady somewhat in the second half, without ever really looking like they might get back into the game against an opponent that had won only one of their previous nine fixtures. Considering how packed the middle of the table currently is, with a mere three-point gap dividing the top spots from mid-table, and nine points between the upper and lower ranks, a sequence of 12 points from ten matches has not placed the Magpies adrift but, similarly, they must not end the campaign in thirteenth place.

The Issue of Perception

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, Newcastle have the wealthiest owners in the world. The expectation at the time the PIF bought 80% of the team in 2021 was that it would have a transformative effect, similar to Roman Abramovich achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The distinction is that both of those investors assumed control before the introduction of FFP rules (and the current allegations against Manchester City relate to whether they breached those regulations after they were implemented).

Profit and sustainability regulations limit the ability of owners, however rich, to spend money on their teams and so in that sense likely might have slowed any Middle Eastern attempt to elevate Newcastle to the standard of Manchester City. But there is no need for Newcastle’s expenditure to have been quite as cautious as it has been; they could have spent more and remained within the threshold – or simply taken a fairly minor European fine since their big issue is primarily with the continental than the domestic rules.

Stadium Investment and Financial Regulations

Additionally, stadium development is exempted from Profit and Sustainability calculations; the simplest method to raise income to create more financial headroom would be to extend or renovate the stadium. Given the location of the home ground, with listed buildings on two sides, in reality that likely means building an entirely new venue. There was talk in March of potentially making the nearby relocation to Leazes Park – resistance from community organizations might have been overcome with a commitment to build a new park on the existing stadium site – but there has been no movement on that plan. There has occurred substantial cutbacks from the PIF on a variety of initiatives as it shifts focus on domestic affairs; the approach to the football club appears completely in keeping with that change of approach.

The Alexander Isak Saga

The star striker episode was born of that conflict. A more confident management might have portrayed his sale as essential to release funds for further investment; rather there was a vain attempt to keep him. That meant the team began the season amid a sense of disappointment even with the signings of several new players. The opening was mixed: one win in their first six fixtures.

Yet it seemed a corner was reached. They secured five victories in six matches before Sunday, a streak that included convincing wins of a Belgian side and a Portuguese club in the European competition. This explains the display against the Hammers was so surprising. The problem perhaps is that Newcastle’s style is extremely intense, high-energy; a slight drop-off in energy can have significant consequences. Perhaps the strain of Premier League, Champions League and cup competition, five fixtures in a fortnight, had got to them. The German forward started each of those games and appeared particularly weary.

The Nature of Contemporary Football

This is the reality of today's the sport. Managers must be ready to rotate. Howe has been unfortunate that Wissa’s fitness issue has meant he is lacking forward choices but, no matter how valid the explanations, Sunday’s performance was inexcusable –particularly after taking the lead at a ground ready to turn on its home team.

Howe will hope it was merely a temporary setback, an off-day when all players is off-colour simultaneously, but if Newcastle are to qualify for the European competition next season, not to mention one day mount an actual title challenge, they cannot be as unreliable as they have been.