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The Newcastle manager isn't typically given to histrionics or grand public pronouncements. So by his standards, his media briefing after Sunday’s loss to West Ham qualifies as a furious outburst. Newcastle scored first but West Ham took the lead by half-time, as well as striking the woodwork and having a penalty overturned by VAR, prompting Howe to execute a triple change at the half-time.

“The opening period was particularly irritating,” the coach said. “I almost could have taken anyone off and I believe that was a reflection of our performance level at that stage in the game and it's extremely uncommon for me to have that impression. In fact, I cannot recall having done so during my tenure as head coach of the club, so I felt the team needed a significant change at half-time. This explains why I made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and Newcastle managed to steady to an extent in the latter period, without ever appearing like they could get back into the game against a side that had secured just a single victory of their last nine league matches. Considering the congestion the middle of the table is, with a mere three-point gap dividing the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a sequence of twelve points from ten matches has not left Newcastle stranded but, equally, they must not end the campaign in 13th.

The Problem of Expectations

The problem to an extent is one of public view. With the Saudi PIF, the club possess the richest owners in the globe. The expectation at the time the PIF acquired 80% of the team in recent years was that it would have a transformative effect, similar to the former Chelsea owner had at Chelsea or Sheikh Mansour did at the Etihad. The difference is that those two owners assumed control before the introduction of financial fair play rules (while the current allegations against City concern whether they violated those guidelines after they were in place).

Profit and sustainability restrictions limit 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 raise Newcastle to the level of Manchester City. But it wasn't necessary for the club's spending to have been quite as cautious as it has; they might have spent more and stayed inside the limit – or just accepted a fairly minor European penalty given their major issue is primarily with the continental than the domestic regulation.

Stadium Investment and PSR Rules

Additionally, stadium development is excluded from Profit and Sustainability calculations; the simplest method to raise income to generate more financial headroom would be to extend or redevelop the arena. Considering the location of St James’ Park, with protected structures on two sides, in reality that likely implies constructing an completely new venue. Rumors circulated in spring of possibly undertaking the nearby relocation to a local park – opposition from community organizations could surely have been overcome with a commitment to build a new park on the existing ground location – but there has not been no movement on that plan. There has been 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 keeping with that strategic shift.

Player Sales Situation

The star striker episode was arose from that conflict. A more confident leadership could have framed his transfer as necessary to free up funds for additional spending; instead there was a vain effort to retain him. This resulted in Newcastle began the season amid a feeling of frustration even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: a single victory in their initial six fixtures.

Yet it appeared a corner had been turned. They secured five victories in six matches before the weekend, a run that included 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 perhaps is that Newcastle’s approach is extremely intense, high-energy; a slight drop-off in energy can have profound effects. Maybe the pressure of domestic, Champions League and Carabao Cup matches, five games in 15 days, had taken its toll. Woltemade started all five matches and looked particularly fatigued.

The Nature of Modern Soccer

This is the reality of modern football. Managers have to be prepared to rotate. The manager has been unlucky that the forward's injury has meant he is short of forward choices but, regardless of how valid the reasons, the weekend's performance was inexcusable –especially following taking the lead at a ground ready to turn on its home team.

The Newcastle boss will wish it was merely a temporary setback, one of those days when all players is below par simultaneously, but if the Magpies are to secure the Champions League next season, let alone one day launch an actual title challenge, they must not be as inconsistent as they have been.