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Eddie Howe isn't typically given to dramatics or grand media statements. So by his usual demeanor, his press conference after Sunday’s loss to West Ham counts as a furious tirade. Newcastle took an early lead but the opposition were ahead by the interval, as well as hitting the post and having a penalty revoked by VAR, leading Howe to make a three substitutions at the break.

“That was the frustrating thing about the first half,” the coach stated. “Virtually any player could have been substituted and I believe this indicated of our performance level in that moment in the game and it’s very, very rare for me to feel that way. Actually, I don’t think I have since I’ve been head coach of the club, therefore I believed the team required some shaking up at half-time. That’s why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and Newcastle did stabilise somewhat in the second half, without ever really looking like they could get back into the contest against an opponent that had secured just a single victory of their last nine fixtures. Considering how packed the centre of the standings is, with a mere three-point gap dividing the top spots from mid-table, and nine points between the upper and lower ranks, a sequence of 12 points from ten matches has not placed Newcastle stranded but, equally, they must not end the campaign in thirteenth place.

The Problem of Expectations

The challenge to an extent is one of perception. In the Saudi Public Investment Fund, the club have the wealthiest owners in the globe. The assumption at the time the Saudi fund bought a majority stake of the team in recent years was that it would bring a game-changing impact, as the former Chelsea owner had at Chelsea or the City Group did at the Etihad. The distinction is that those two investors took over prior to the introduction of FFP regulations (while the current allegations against Manchester City concern whether they breached those regulations once they were in place).

Financial restrictions limit the ability of proprietors, no matter how wealthy, to invest funds on their teams and therefore likely would have slowed any Middle Eastern effort to raise the team to the level of Manchester City. However it wasn't necessary for Newcastle’s expenditure to have been so restrained as it has been; they might have spent more and remained within the threshold – or just accepted a fairly minor European fine since their major problem is primarily with the European than the domestic rules.

Infrastructure Spending and Financial Rules

Besides which, stadium development is exempted from Profit and Sustainability assessments; the easiest method to raise income to create more financial headroom would be to expand or redevelop the arena. Considering the site of St James’ Park, with protected structures on multiple sides, in reality that likely implies building an entirely new venue. Rumors circulated in March of possibly undertaking the short move to a local park – resistance from local groups might have been surmounted with a promise to build a replacement green space on the existing stadium site – but there has been no movement on that proposal. There has been significant retrenchment from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the approach to the football club seems entirely in keeping with that strategic shift.

Player Sales Saga

The Alexander Isak saga was arose from that tension. A more confident management might have framed his sale as essential to free up funds for additional investment; instead there was a vain attempt to retain him. This resulted in the team began the season amid 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.

But it appeared a turning point was reached. They had won five victories in six matches prior to the weekend, a streak that included demolitions of Union Saint-Gilloise and Benfica in the European competition. That’s why the display against the Hammers was so surprising. The issue maybe is that Newcastle’s style is very aggressive, high-energy; a slight drop-off in energy can have significant consequences. Perhaps the pressure of Premier League, Champions League and cup competition, five games in a fortnight, had taken its toll. The German forward started each of those matches and looked particularly fatigued.

Reality of Contemporary Football

That’s the nature of today's the sport. Coaches must be prepared to rotate. Howe has been unfortunate that Wissa’s fitness issue has left him lacking forward choices but, regardless of how valid the reasons, Sunday’s performance was unacceptable –particularly after scoring first at a ground ready to criticize its home team.

The Newcastle boss will wish it was just a blip, one of those days when all players is below par at once, but if Newcastle are to secure the European competition in the future, let alone one day launch an actual title challenge, they cannot be as inconsistent as this.