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The Newcastle manager is not prone to histrionics or grand public statements. So by his usual demeanor, his press conference following Sunday’s loss to West Ham qualifies as a furious tirade. Newcastle scored first but the opposition were ahead by half-time, while also hitting the post and having a penalty revoked by VAR, leading Howe to execute a triple change at the break.

“The opening period was particularly irritating,” the coach stated. “I almost could have taken anyone off and I think this indicated of our performance level at that stage during the match and it’s very, very rare for me to feel that way. In fact, I don’t think having done so during my tenure as head coach of the club, so I felt the squad needed some shaking up at half-time. This explains why I did what I did.”

Three key players all came off at half-time and the team managed to steady somewhat in the second half, but never really looking like they could get back into the contest against a side that had won only one of their last nine league matches. Considering the congestion the middle of the table currently is, with just three points dividing third from 11th, and nine points between the upper and lower ranks, a run of 12 points from 10 games has not left the Magpies stranded but, similarly, they must not end the campaign in thirteenth place.

The Issue of Perception

The problem to an extent is one of public view. With the Saudi PIF, the club have the richest backers in the globe. The expectation when the PIF bought a majority stake of the team in recent years was that it would have a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or the City Group did at the Etihad. The difference is that both of those owners took over before the advent of financial fair play regulations (and the ongoing charges against City concern if they breached those guidelines once they were in place).

Financial regulations restrict the capacity of owners, no matter how wealthy, to spend money on their teams and therefore probably might have slowed every Saudi attempt to raise Newcastle to the standard of City. However it wasn't necessary for the club's spending to have been so restrained as it has; they might have spent more and remained within the threshold – or simply taken a fairly minor Uefa penalty given their major issue is primarily with the continental than the domestic rules.

Infrastructure Investment and Financial Rules

Besides which, stadium development is excluded from PSR calculations; the simplest way to raise income to generate additional PSR headroom would be to extend or redevelop the arena. Given the site of the home ground, with protected structures on multiple sides, practically that probably implies building an completely new stadium. Rumors circulated in spring of potentially making the short move to a local park – resistance from local groups might have been overcome 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 substantial retrenchment from the Saudi fund on a variety of projects as it shifts focus on domestic affairs; the approach to Newcastle appears completely in keeping with that strategic shift.

Player Sales Saga

The star striker episode was arose from that conflict. A more confident leadership could have framed his sale as essential to release funds for additional spending; instead there was a vain attempt to keep him. That meant the team started the campaign amidst a feeling of frustration 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 West Ham was such a shock. The issue perhaps is that the team's approach is very aggressive, high-energy; a minor decrease in energy can have profound consequences. Perhaps the strain of Premier League, Champions League and cup matches, five games in 15 days, had got to them. The German forward featured in all five games and looked especially weary.

The Nature of Modern Football

That’s the reality of today's football. Managers have to be ready to make changes. Howe has been unlucky that Wissa’s fitness issue has left him short of forward choices but, regardless of how reasonable the reasons, Sunday’s showing was inexcusable –particularly following scoring first at a stadium primed to turn on its own side.

The Newcastle boss will hope it was merely a temporary setback, an off-day when everybody is off-colour at once, but if the Magpies are to secure the European competition next season, not to mention one day launch an actual championship bid, they cannot be as unreliable as this.