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The Newcastle manager isn't typically prone to dramatics or grand media pronouncements. So by his usual demeanor, his media briefing after the weekend's 3-1 defeat counts as a furious outburst. Newcastle took an early lead but West Ham took the lead by half-time, while also hitting the post and having a penalty overturned by VAR, leading Howe to execute a triple change at the half-time.

“The opening period was particularly irritating,” Howe said. “Virtually any player could have been substituted and I think this indicated of where we were at that stage during the match and it’s very, very rare for me to feel that way. Actually, I don’t think I have during my tenure as manager of Newcastle, therefore I believed the squad needed a significant change at the break. That’s why I did those decisions.”

Three key players were substituted at half-time and the team managed to steady somewhat in the second half, but never really looking like they might fight back into the contest against a side that had won only one of their last nine league matches. Considering how packed the middle of the table currently is, with a mere three-point gap separating the top spots from mid-table, and nine points between second and 17th, a sequence of 12 points from 10 games has not placed Newcastle stranded but, similarly, they must not end the campaign in thirteenth place.

The Problem of Perception

The challenge to an extent is one of public view. With the Saudi PIF, Newcastle have the wealthiest owners in the globe. The assumption when the Saudi fund acquired a majority stake of the team in recent years was that it would have a game-changing impact, similar to Roman Abramovich achieved at Stamford Bridge or the City Group had at Manchester City. The distinction is that both of those investors took over before the introduction of financial fair play rules (while the ongoing allegations against City concern whether they breached those regulations after they were implemented).

Financial regulations restrict the capacity of owners, no matter how wealthy, to spend money on their squads and therefore likely would have hindered every Saudi attempt to elevate Newcastle to the standard of City. But there is no need for the club's spending to have been so restrained as it has; they might have spent more and stayed inside the limit – or simply taken a fairly minor European fine given their major problem is primarily with the continental than the domestic rules.

Stadium Spending and PSR Rules

Additionally, infrastructure spending is excluded from Profit and Sustainability calculations; the easiest method to increase revenue to create additional financial 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 implies building an completely new stadium. Rumors circulated in spring of potentially undertaking the nearby relocation to a local park – resistance from community organizations could surely have been surmounted with a commitment to create a replacement green space on the current ground location – but there has been no movement on that plan. There has occurred significant cutbacks from the Saudi fund on a variety of projects as it shifts focus on local investments; the attitude to the football club appears entirely in alignment with that change of approach.

Player Sales Situation

The Alexander Isak saga was born of that tension. A more confident management might have portrayed his sale as essential to release funds for additional spending; instead there was a vain effort to retain him. This resulted in Newcastle started the campaign amidst a feeling of disappointment even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: a single victory in their initial six fixtures.

Yet it appeared a corner had been turned. They had won five in six before the weekend, a streak that included convincing wins of a Belgian side and Benfica in the European competition. That’s why the performance against the Hammers was so surprising. The problem maybe is that Newcastle’s approach is very aggressive, very high-octane; a slight drop-off in intensity can have profound effects. Maybe the strain of domestic, Champions League and cup competition, five fixtures in 15 days, had taken its toll. The German forward featured in all five games and appeared especially weary.

The Nature of Modern Football

This is the nature of modern the sport. Managers must be ready to rotate. Howe has been unfortunate that Wissa’s fitness issue has left him lacking attacking options but, no matter how reasonable the reasons, Sunday’s performance was inexcusable –especially after scoring first at a ground ready to criticize its home team.

The Newcastle boss will hope it was just a blip, one of those days when all players is off-colour at once, but if the Magpies are to qualify for the European competition next season, not to mention one day launch an genuine championship bid, they must not be as unreliable as they have been.