Keegan's Bluffs: What It Didn't Say on Kevin's Newcastle Tin

Six instances in which Kevin Keegan has found it not quite like it said in the brochure.

1Spending and Pulling Power: Shortly after Keegan's return in January, Terry McDermott, his sidekick, gave an interview predicting a "major re-launch" and squad overhaul this summer. Meanwhile boardroom sources said that the only limit on Keegan's transfer ambitions would be imposed by "his own imagination." These days though money seems too tight to mention and he may have to sell James Milner and Alan Smith before buying again. Moreover Keegan's 'pulling power' is diminished by the fact that Newcastle no longer offer 'Hollywood wages' and, more than one potential deal this summer has collapsed over 'failure to agree personal terms.'

2The Owner: Back in January Keegan claimed that Ashley was probably "the best owner" in the Premier League but come the end of the season he was complaining they "never spoke" and breaking into the top four would be an impossibility. Cue a summons to London for a ticking off by the billionaire owner of Sports Direct.

3Dennis Wise: When Keegan took the job he knew Ashley wanted to introduce a new continental style management structure with devolved responsibility for scouting, transfers and the academy but he didn't know that the man in charge of it would be Wise. By all accounts it is not a marriage made in heaven and there is a distinct lack of frank communication. Tellingly Keegan has been heard to lament: "Don't ask me, I'm just the coach."

4 Backroom Staff: One of Keegan's first appointments as Newcastle's manager was to give Arthur Cox a key role in his boot room. Earlier this month Cox left the club apparently disillusioned by the way it was being run from above. Similarly Keegan is a coach light after Steve Round was poached by Everton to become David Moyes' assistant. The word is that the highly rated Round will not be replaced.

5 Transfer market philosophy: Wheras Keegan wanted to sign established, experienced Premier League players on the fringe of the England side Wise and his associate 'deals' man Tony Jiminez, have targeted young, principally foreign players often from South America. Disagreements about who to buy perhaps partly explain the lack of signings.

6 Michael Owen's contract: Since the spring Keegan has been urging his board to sign Owen up on a new, extended contract. Although preliminary talks have begun they appear to be stuttering and a fresh agreement still looks a long way from being struck. Meanwhile Owen, who will be entitled to leave on a free transfer when his current deal expires next June, will be able to speak to potential new employers in January.