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Chelsea must move beyond football’s tendency to be reactionary if the club hope to create a long-term vision for their future, according to Frank Lampard. Co-owner Todd Boehly has sacked two managers this season in what has been the team’s poorest campaign of the Premier League era, with a record low number of points won and a first bottom-half finish since 1996 now certain. They are one of 11 top-flight clubs to have changed manager at least once this season, with themselves, Leeds and relegated Southampton having dispensed with two, as the average tenure for a Premier League coach has shrunk to just over 18 months. Chelsea’s previously indifferent form has plummeted since Graham Potter was removed on April 2, with one win in 10 games in all competitions. The team has failed to score in six of those matches following Potter’s sacking. Lampard takes his team to face Manchester United at Old Trafford on Thursday looking for only his second win in his 10th game since taking charge, having lost seven of the previous nine. With Mauricio Pochettino expected to be confirmed imminently as the manager for next season, the outgoing interim coach suggested a resistance to modern trends must prevail if Chelsea are to challenge once more. “That stat (11 clubs having sacked their manager) says it, I presume it’s a record,” said Lampard. “There are understandable factors, the Premier League brand and what it means to teams to stay in there. “The first person that receives the blame is the coach, if you understand that going into the job that’s probably a good thing. “Or course there’s lots of other factors. You wonder how successful always it is to changes those things. It’s clear it’s become that kind of a job and a situation and there are many teams that are fighting with expectations that might not be exactly stable. “We’re in a very reactionary world anyway. In years gone by the reaction to one, two, three defeats might have been different. Now we have this explosion very quickly and you just have to understand it when you’re doing this job.” The job of finding Potter’s permanent replacement has been carried out by co-sporting directors Paul Winstanley and Laurence Stewart, who themselves arrived at the club only during the last year. Previously Boehly held the role of temporary sporting director and was hands-on in player recruitment and in the doomed appointment of former Brighton boss Potter. Lampard said he had enjoyed working with Winstanley and Stewart and that the pair have created a working environment around the club to help his successor succeed. The new manager’s first job will be trimming a bloated first-team squad before setting about making up a gap to the top four that could hit 30 points this campaign. We’re in a very reactionary world anyway. In years gone by the reaction to one, two, three defeats might have been different. Now we have this explosion very quickly Frank Lampard “The dialogue has been really good from the moment this opportunity came up for me,” Lampard said. “I’ve been able to get on well with them on a personal and professional level and it’s nice to have that close communication. “Working in this job you understand when you don’t have communication on the footballing side, you miss it. With both of them, Paul and Lawrence, I’ve had that in their own ways and that’s been a good thing and I appreciate that. “Their big job is to bring Chelsea back to where we want to get it to. The responsibility isn’t all theirs but they play an important role in it. I’ve been impressed by how our interactions have been and I wish them well going forward. “There’s a real alignment of thinking through (successful clubs). Where we are at the minute, that would be the work process of trying to see where are we aligned and where do we want to get to and what does it look like? There’s a lot of work in that and in Paul and Laurence we have good people to do that. “It’s hard in the modern world because everything’s very reactionary. If you want to go in a certain direction and you don’t get any joy for a while, people react to that. For Chelsea it has to be a longer picture than that to get us a bit more of a process. People have to stick with that along the way.”

Newcastle United approached 1193 companies. They had an initial meeting with 65 of them. They were whittled down to nine, and then four and eventually two. And when they find a new shirt sponsor, it is Sela, a Saudi Arabian sports events and hospitality company. Which can seem a little convenient to some. Newcastle’s income has been inflated this summer and a commercial deal has come from the homeland of their owners, while Allan Saint-Maximin has been sold to the Saudi Pro-League. As Newcastle’s various powerbrokers discuss the Sela contract, Amanda Staveley asks if they can defend it, if it is fair market value. The answer comes in the affirmative. Some outsiders might be sceptical. We Are Newcastle United, the new Prime Video documentary, may be the first of a new genre: the Financial Fair Play drama. It is more about the boardroom than the dressing room; less is revealed about the guarded Eddie Howe than in the deluxe settings of Alnwick Castle, where his employers discuss the bottom line more than the forward line. There is, admittedly, little suspense in discovering that Newcastle do, after all, find a shirt sponsor but its importance is underlined. The underlying issue is how to create enough revenue within the rules for the world’s richest club to be able to compete with the Premier League’s wealthiest. It is not as simple as just pumping money in. “We are not going to overspend otherwise we will be in big trouble on Fair Play,” says Yasir Al-Rumayyan, the Newcastle chairman. Staveley reflects on the Carabao Cup final defeat by referencing Manchester United’s vast commercial income. At another point, she frets: “If we can only spend a certain amount we have to assume we are not going to get Champions League next season.” It is no spoiler to say they do and no surprise their sights are set higher again. “We want to be a Real Madrid, a Barcelona. To get ourselves to that point we need to spend money,” says Mehrdad Ghodoussi, Staveley’s husband and another co-owner. Al-Rumayyan adds: “We want to compete not only for the third or fourth position, we want to be No 1.” There is no lack of ambition: Al-Rumayyan wants the worth of the Saudi Public Investment Fund to reach $2 trillion and Newcastle’s value to increase tenfold. If it suggests he is no mere benefactor, there is a sense Newcastle feel themselves the bogeymen for the rest of the division. Their version of events is broadcast, their adversaries – apart from a couple of press-conference clips of Jurgen Klopp – are usually off-screen. But there is pushback to their takeover. “I think there was a fear we would have an unfair advantage,” complains Staveley. “They said it was the Saudi state, which is absolute rubbish. It is not Saudi Arabia, it is the Public Investment Fund.” There is the sense from her that the goalposts were moved to hamstring Newcastle, with a short-lived ban on sponsorship deals from companies linked to their owners. “I was shocked we could buy a club, pay a full price and then rules just changed,” she says. “I think that’s what pissed me off.” The other villain of the piece is Mike Ashley, whose years of neglect left Newcastle a long way behind. Peter Silverstone, the Chief Commercial Officer, compares the size of their commercial team with his former club Arsenal’s. “We don’t have time to make mistakes,” he notes, while suggesting he was made an offer he could not refuse: “When you are offered a seat on a rocket ship, you don’t ask which seat, you just get on board.” Silverstone argues that the Sela deal will help Newcastle become “the most followed, most supported club in Saudi Arabia”. If Bruno Guimaraes is the likeable Sean Longstaff’s favourite player – and has no objection when a classroom of school children nominate his midfield sidekick, not him – he is also Silverstone’s. “From a commercial perspective, he ticks every box,” he says. “He will attract more fans to Newcastle.” A theme is that Newcastle have to look after pounds and pennies; not because of the Saudi PIF’s bank balance, but due to FFP. The January negotiations for Anthony Gordon are prolonged, Everton’s initial demands for £60 million excessive. “They are bluffing,” says the negotiator in Staveley after a bid is rejected. They eventually get Gordon with an instructive tribute. “Anthony is going to be one of the best players in the league and Eddie just adores him,” says Staveley. All such shows are an attempt to humanise. Staveley comes across as caring and involved, saying she fell in love with Newcastle, going into the dressing room after the Carabao Cup semi-final win to address the team: “You’re going to get the Champions bloody League this year, I am telling you.” She gives Gordon her and Ghodoussi’s phone numbers and tells the newcomer to call if he ever needs anything. She has a tendency to refer to everyone from Callum Wilson to an agent she phones as “my angel”; for Staveley, the Angel of the North is not a statue by the A1 as much as everyone she encounters. Al-Rumayyan invites the players to his house during their World Cup training camp in Saudi Arabia. Earlier, asked about the appointment of Howe, who was relegated with Burnley, he replies dryly: “That’s even better, he knows what not to do.” Howe, though, proves an inspired choice by decision-makers who have shown a sure touch so far. Staveley claims that, at one stage in 2021, there was a 96 percent chance United would have gone down. “That would be a disaster,” she says. Disaster was averted, success fast-tracked. Newcastle start this season in the Champions League, not the Championship. Money has played a part in the transformation and money is the constant concern. They have the flagship signing Sandro Tonali this summer, and this week’s acquisition, Tino Livramento, but the only other buy is Harvey Barnes, whose arrival from Leicester was in effect paid for by the sale of Saint-Maximin. They are Newcastle United; not as they were in 2021 or perhaps as they will be in 2025, but a club with Saudi money in an ongoing battle with the balance sheet. ::The original documentary series WE ARE NEWCASTLE UNITED, which will launch on Prime Video with the first episode on Friday 11th August, followed by new episodes every Friday through to September 1st. Read More Newcastle sign Southampton defender Tino Livramento on five-year deal Allan Saint-Maximin the latest Premier League star to leave for Saudi Arabia Saudi transfers reveal difference between Premier League and European rivals Valtteri Bottas goes for a ride with Lance Armstrong – Wednesday’s sporting social Allan Saint-Maximin the latest Premier League star to leave for Saudi Arabia Women’s World Cup LIVE: Latest England news ahead of quarter-finals

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