There was a famous banner that summed it all up during Newcastle United's fall from grace under Mike Ashley. After another FA Cup exit, it was unfurled away to Leicester City in 2015 and it read: "We don't demand a team that wins, we demand a club that tries."
Nobody can argue that the Magpies - under Saudi backing - are still the unambitious club that tried to save money, but were also happy to hoover up the rewards that the Premier League and world broadcast units offer these days. So the answer to the question our Big Newcastle United Forum question: 'What level of ambition do you believe the club shows in 2022?' I will say 90 out of 100.
Quite simply, Newcastle have made the decision to go from annual relegation strugglers to a team capable of a top 10 position in the English top-flight. True, Newcastle are not showing the type of ambition that would see them turn into Champions League contenders or title winners, but we are still very early into the journey under the new ownership model of Amanda Staveley, Saudi Arabia's Public Investment Fund and the Reuben family.
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The 2022/23 season is a massive one for the Newcastle United fanbase. Finishing 11th last season was deemed a big bonus with many fans resigned to either relegation or just scraping into the top division at the end of the campaign.
However, that wasn't the case under Eddie Howe and he made it clear what his expectations are on his watch. Howe said last season: "I want to win every game whether that's the Premier League, FA Cup, League Cup or even a friendly match. The mentality is to win every game."
That has been backed up by Howe playing 4-3-3 in most of his matches in charge and he has the win ratio to back that up. Incredibly, Howe has a better win ratio than Sir Bobby Robson with 48.1% compared to the former England manager's number of 44.1%.
Howe isn't quite at that Kevin Keegan level yet with the legendary former manager sitting on 54.5% in the Premier League. But Howe could be on his way if the powers that be continue to splash the cash at St James' Park.
The Magpies have spent an incredible £140million so far in 2022 and that will be an even higher figure by the end of the current transfer window. For Howe, it is now all about building team chemistry and style as well as entertaining supporters along the way at St James' Park.
Yet rest assured, if there are injuries and bumps in the road along the way, Howe will almost certainly be backed by the rich owners above him. It's been a great start for Howe and co and there have been comparisons to those Keegan and Robson eras.
Ambition at St James' Park is no longer in question.
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