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Eddie Howe is not given to histrionics or grand media statements. So by his usual demeanor, his media briefing after the weekend's 3-1 defeat qualifies as a angry outburst. His side scored first but West Ham were ahead by half-time, while also hitting the post and having a penalty overturned by VAR, prompting Howe to make a triple change at the break.

“The opening period was particularly irritating,” Howe said. “Virtually any player could have been substituted and I believe that was a reflection of our performance level in that moment in the game and it's extremely uncommon for me to have that impression. In fact, I cannot recall I have during my tenure as head coach of Newcastle, so I felt the squad required a significant change at the break. That’s why I made those decisions.”

Three key players all came off at half-time and the team managed to steady to an extent in the latter period, but never really looking like they could fight back into the contest against a side that had secured just a single victory of their previous nine league matches. Considering how packed the middle of the table is, with a mere three-point gap dividing the top spots from mid-table, and nine points between the upper and lower ranks, a run of twelve points from 10 games has not placed the Magpies adrift but, similarly, they must not end the campaign in 13th.

The Issue of Perception

The problem partially is one of perception. In the Saudi Public Investment Fund, Newcastle possess the richest owners in the world. The assumption when the PIF bought a majority stake of the club in recent years was that it would bring a transformative effect, as the former Chelsea owner achieved at Stamford Bridge or the City Group did at the Etihad. The difference is that those two owners took over prior to the advent of FFP rules (while the ongoing charges against City relate to if they violated those guidelines after they were implemented).

Financial restrictions restrict the ability of proprietors, no matter how wealthy, to invest funds on their squads and so in that sense likely would have slowed every Saudi effort to raise Newcastle to the standard of City. But it wasn't necessary for Newcastle’s spending to have been so restrained as it has been; they might have invested further and remained within the limit – or just accepted a fairly minor Uefa fine since their big problem is primarily with the continental than the domestic regulation.

Stadium Investment and Financial Regulations

Additionally, infrastructure spending is excluded from PSR calculations; the easiest way to raise income to generate more PSR flexibility would be to extend or redevelop the stadium. Given the site of St James’ Park, with listed buildings on two sides, practically that likely means building an entirely new stadium. There was talk in spring of potentially undertaking the nearby relocation to Leazes Park – opposition from local groups could surely have been overcome with a commitment to create a replacement green space on the current stadium site – but there has been any progress on that plan. There has occurred significant retrenchment from the Saudi fund on a range of projects as it refocuses on local investments; the attitude to the football club appears completely in alignment with that change of approach.

The Alexander Isak Situation

The star striker episode was arose from that conflict. A bolder leadership could have framed his sale as essential to free up funds for further spending; rather there was a vain effort to keep him. That meant the team started the campaign amidst a sense of frustration despite the signings of several new players. The start was indifferent: a single victory in their initial six fixtures.

Yet it seemed a corner had been turned. They secured five in six prior to the weekend, a run that featured demolitions of Union Saint-Gilloise and Benfica in the Champions League. This explains the display against the Hammers was so surprising. The problem perhaps is that the team's style is extremely intense, very high-octane; a slight drop-off in energy can have significant effects. Maybe the strain of Premier League, Champions League and Carabao Cup competition, five games in 15 days, had taken its toll. The German forward started all five games and looked especially weary.

Reality of Contemporary Soccer

That’s the reality of modern football. Managers have to be prepared to make changes. Howe has been unfortunate that Wissa’s injury has left him short of attacking options but, no matter how valid the explanations, the weekend's showing was unacceptable –particularly after taking the lead at a stadium ready to turn on its home team.

Howe will hope it was merely a temporary setback, one of those days when everybody is below par at once, but if Newcastle are to secure the Champions League in the future, not to mention one day mount an actual championship bid, they must not be as inconsistent as this.