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Eddie Howe is not prone to dramatics or grand media statements. Based on his standards, his press conference after Sunday’s loss to West Ham counts as a angry outburst. His side scored first but the opposition took the lead by half-time, while also striking the woodwork and seeing a spot-kick overturned by VAR, leading Howe to make a triple change at the half-time.

“The opening period was particularly irritating,” the coach stated. “I almost could have taken anyone off and I think that was a reflection of our performance level in that moment in the game and it's extremely uncommon for me to feel that way. In fact, I cannot recall I have during my tenure as manager of Newcastle, therefore I believed the team needed a significant change at the break. This explains why I did what I did.”

Three key players were substituted at the interval and Newcastle managed to steady to an extent in the latter period, without ever appearing like they might get back into the game against an opponent that had secured just a single victory of their last nine fixtures. Given the congestion the middle of the standings currently 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 run of 12 points from 10 games has not left Newcastle stranded but, similarly, they must not end the campaign in 13th.

The Problem of Perception

The challenge partially is one of perception. In the Saudi Public Investment Fund, Newcastle have the richest backers in the globe. The assumption when 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 achieved at Stamford Bridge or the City Group did at the Etihad. The distinction is that both of those owners assumed control before the introduction of FFP rules (while the current allegations against Manchester City concern whether they violated those regulations once they were implemented).

Profit and sustainability restrictions limit the ability of owners, however rich, to spend money on their squads and so in that sense likely might have hindered any Saudi attempt to raise Newcastle to the standard of Manchester City. But it wasn't necessary for the club's spending to have been so restrained as it has; they could have invested further and stayed inside the threshold – or just accepted a relatively meagre Uefa fine since their big problem is more with the European than the Premier League rules.

Stadium Spending and PSR Rules

Additionally, infrastructure spending is excluded from Profit and Sustainability assessments; the simplest method to raise income to generate more financial headroom would be to expand or renovate the stadium. Given the site of St James’ Park, with listed buildings on multiple sides, in reality that likely implies building an entirely new venue. Rumors circulated in March of potentially making the short move to Leazes Park – opposition from local groups might have been surmounted with a promise to create a new park on the current stadium site – but there has not been no movement on that proposal. There has occurred significant cutbacks from the Saudi fund on a range of initiatives as it shifts focus on domestic affairs; the attitude to the football club seems completely in alignment with that change of approach.

The Alexander Isak Situation

The Alexander Isak episode was born of that conflict. A bolder leadership could have framed his transfer as essential to free up funds for further investment; instead there was a unsuccessful attempt to retain him. This resulted in Newcastle started the campaign amid a sense of disappointment despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was indifferent: a single victory in their first six fixtures.

But it appeared a corner had been turned. They had won five victories in six matches prior to Sunday, a streak that featured convincing wins of a Belgian side and a Portuguese club in the Champions League. This explains the display against the Hammers was such a shock. The problem maybe is that the team's approach is extremely intense, high-energy; a slight drop-off in intensity can have significant consequences. Perhaps the pressure of Premier League, European and cup competition, five games in a fortnight, had got to them. Woltemade featured in all five matches and looked particularly weary.

Reality of Contemporary Soccer

This is the nature of today's the sport. Coaches must be prepared to make changes. The manager has been unlucky that Wissa’s injury has meant he is lacking forward choices but, no matter how reasonable the reasons, Sunday’s performance was unacceptable –especially after scoring first at a stadium ready to criticize its home team.

Howe will wish it was merely a temporary setback, an off-day when all players is off-colour at once, but if the Magpies are to secure the European competition in the future, not to mention one day launch an actual title challenge, they cannot be as inconsistent as this.