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The Newcastle manager isn't typically prone to dramatics or grand public statements. Based on his standards, his press conference following Sunday’s 3-1 defeat counts as a furious outburst. His side scored first but the opposition were ahead by half-time, as well as hitting the post and seeing a spot-kick revoked by VAR, leading Howe to execute a three substitutions at the half-time.

“The opening period was particularly irritating,” Howe said. “I almost could have taken anyone off and I think that was a reflection of where we were in that moment in the game and it's extremely uncommon for me to feel that way. Actually, I don’t think I have since I’ve been manager of Newcastle, so I felt the squad needed a significant change at the break. That’s why I did those decisions.”

Three key players all came off at the interval and Newcastle did stabilise to an extent in the second half, but never appearing like they could get back into the game against a side that had won only one of their previous nine league matches. Considering the congestion the middle of the table is, with a mere three-point gap separating the top spots from mid-table, and nine points between the upper and lower ranks, a sequence of twelve points from 10 games has not placed Newcastle adrift but, equally, they must not finish the season in thirteenth place.

The Problem of Perception

The problem partially is one of perception. In the Saudi Public Investment Fund, Newcastle have the richest backers in the world. The assumption when the PIF acquired 80% of the team in recent years was that it would bring a game-changing impact, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The difference is that those two investors took over prior to the introduction of FFP rules (while the ongoing allegations against City concern if they breached those regulations once they were implemented).

Profit and sustainability restrictions limit the ability of proprietors, however rich, to invest funds on their teams and therefore likely would have hindered any Middle Eastern effort to elevate Newcastle to the standard of Manchester City. However there is no need for Newcastle’s expenditure to have been so restrained as it has; they might have invested further and stayed inside the limit – or simply taken a fairly minor Uefa fine since their major problem is primarily with the continental than the Premier League rules.

Infrastructure Spending and Financial Regulations

Besides which, stadium development is exempted from Profit and Sustainability assessments; the easiest way to raise income to generate additional PSR flexibility would be to expand or renovate the stadium. Given the location of St James’ Park, with listed buildings on two sides, practically that likely means constructing an completely new stadium. There was talk in March of potentially making the nearby relocation to a local park – opposition from community organizations might have been surmounted with a commitment to build a new park on the current ground location – but there has not been any progress on that proposal. There has been significant cutbacks from the PIF on a range of projects as it shifts focus on local investments; the approach to Newcastle seems entirely in keeping with that change of approach.

Player Sales Situation

The star striker saga was arose from that tension. A more confident leadership might have framed his transfer as essential to free up funds for further spending; rather there was a vain effort to keep him. That meant Newcastle began the season amidst a feeling of disappointment despite the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: a single victory in their first six fixtures.

Yet it seemed a turning point had been turned. They had won five in six before the weekend, a run that featured convincing wins of a Belgian side and Benfica in the Champions League. That’s why the performance 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 profound effects. Perhaps the strain of Premier League, European and cup matches, five fixtures in a fortnight, had taken its toll. Woltemade featured in all five games and looked particularly fatigued.

Reality of Contemporary Soccer

That’s the reality of today's football. Managers have to be prepared to make changes. Howe has been unlucky that the forward's injury has left him lacking attacking options but, no matter how reasonable the explanations, the weekend's performance was unacceptable –especially after taking the lead at a stadium ready to criticize its home team.

The Newcastle boss will hope it was just a blip, one of those days when everybody is below par at once, but if Newcastle are to secure the Champions League in the future, let alone eventually launch an actual title challenge, they cannot be as inconsistent as they have been.