Why is Newcastle United failing to attract star players?

It is crucial that Newcastle Utd follow up on their EFL Cup success this season to attract the biggest names.

And why this is proof football is more than a business.

After qualifying for UEFA Champions League football for only the second time in their history, Newcastle United entered the summer transfer window brimming with hope and excitement. The club had identified a long list of transfer targets to further strengthen the squad, and with the prospect of UCL football on the horizon, there was no reason whatsoever as to why they would be rejected. Pair an exciting manager, a good core of players and the wealthiest owners on the planet, and the large majority of the time you end up with targets lining up to join. However, this summer transfer window could not have been a darker story than that. Rejected by seven players, abandoned by their best one, and having only signed four second-class players, what is the reason behind this financial debacle?

Liam Delap, Jõao Pedro, Matheus Cunha, Bryan Mbeumo, James Trafford, Benjamin Šesko and Hugo Ekitike all have one trait in common. This summer, they were all sought after by the very best Premier League clubs, and all of them rejected Newcastle to complete their dream move. Take Šesko, for example. Newcastle were reportedly willing to offer him higher wages and guaranteed UCL football, yet despite all this, the Serbian striker chose Manchester United. Matheus Cunha and Bryan Mbeumo both signed for the Red Devils as well, despite the club's disastrous situation on the field. Instead of being guaranteed starters at Newcastle, both James Trafford and Liam Delap chose the Etihad and Stamford Bridge, respectively. There is one common theme that relates through all these failures, each time, players chose the club with the richest history. In their first few press conferences, all three United signings spoke about the fact that signing for the greatest English club of all time is a dream come true. Chelsea signings Pedro and Delap also mentioned the club's rich history in England and Europe. The difference between Newcastle and these teams? The club's importance around the globe, and its history. Chelsea, United, City and Liverpool have some of the largest fanbases around the world, the shiniest collection of trophies, something that Newcastle just doesn't have yet. The choices that these players have made are commendable. In a world where football is becoming more and more business-driven by the season, it's refreshing and reassuring to see players choose a club based on childhood aspirations and history over salary.

But what do these choices mean for the future of Newcastle? Two things. First, success this season is imperative. The club has realized that to truly establish itself in the Premier League's elite, it must continue to consistently secure UCL or UEL football, as well as compete for domestic titles such as the FA Cup. This will be more difficult to do with a depleted squad, but Howe must use the team he has to its full potential, so that in the future, debacles like these can be avoided. If this club fails to achieve anything this season, it will delay by multiple years the moment when it will truly rival Big Six teams. Second, it will be more difficult to attract higher quality managers. Eddie Howe is obviously a good coach, but if he falters over the course of the next few months, due to the importance of this year's results, Newcastle will have to be cutthroat. Convincing a top-quality manager to coach an average squad with low transfer pull is not feasible, meaning that the owners might just have to take who they can. Finally, the Magpies still posses a few top-notch players, such as Sandro Tonali, Bruno Guimaraes or Anthony Gordon, and they must make sure that they are content and don't follow in the footsteps of Alexander Isak, now frozen out of the squad while awaiting a move to Liverpool.

Newcastle United have had a torrid summer, missing out on signings, losing their best player, and going winless in pre-season are all signs of bad things to come. The cause of this disaster? The club's lack of history and trophy cabinet. By performing consistently over the coming season, the black and white might be able to change things around and attract the biggest stars, as we know they have the funds to do so.