If we are awarding marks for verbal pyrotechnics, then Matthias Jaissle’s grand unveiling at St James’ Park was a borderline fail.
There was little in the way of overarching vision, no big statements or cringy self-aggrandisement, but when it comes to composure and a zen-like form of confidence, Newcastle United’s new head coach gave a masterful performance.
The football, however, will be different; a case of do as I do, not do as I say.
David Hopkinson, the club’s chief executive, described Jaissle as a “rock star” and “fire” in an interview with The Athletic last week, but this was not a reference to his public speaking which, on Tuesday’s evidence, is easy listening rather than heavy metal. It is a stark contrast to the German’s behaviour on the touchline, where he is part dervish, part wrecking ball and where supporters will get to see a different side of his temperament.
Instead, there was a firmness and a calmness to proceedings.
When the call came from Hopkinson and Ross Wilson, the club’s sporting director, at the end of July, “there was no doubt and no question marks” from Jaissle, who was then gearing up for a new season with Saudi Arabia’s back-to-back Asian Champions League winners Al Ahli. Newcastle, he said, have that “special history, that fanbase, with that DNA, which is so linked to the idea of how I want to play football”.
Which is? “Intense, aggressive and, of course, also successful,” he said. “That’s why I’m sitting here. That is Newcastle’s identity, which makes this a perfect fit in my eyes. It’s going to be exciting.”
The 38-year-old’s formal introduction as Eddie Howe’s replacement was not quite that. It was more quietly impressive than tub-thumping, beginning with a slow tour of the stadium’s press room to shake hands and make eye contact with everyone, but in a moment of change and uncertainty — the shock of the new — Jaissle brought reassurance. He was asked, and spoke about, a range of subjects.
Leadership ‘vacuum’ but ‘optimistic’ on transfers
Newcastle may have made five signings this summer, but none have arrived during the nascent Jaissle era (even if Lukas Hornicek, the new goalkeeper, was green-lit by the German). Another big exit, to follow on from Anthony Gordon and Sandro Tonali, has taken place though, with Bruno Guimaraes, the captain last season, joining Arsenal on Saturday.
Jaissle is keen to bring in at least one full-back and an experienced midfielder, while another attacker may also be sought, and he is “optimistic” additions will be forthcoming, insisting that Wilson is handling that side of things.
“I can honestly not interpret what is ‘busy’ for you,” Jaissle said, when asked if Newcastle would be that in the remaining 22 days of the market.
“Now it’s a job for Ross and the management to find their solutions to provide something. And we are all really optimistic. I said, we have time. Now I’m here for 36 hours in Newcastle (actually 54 hours), I had a bit of time in La Manga already to get better to know. We’re working on it. That’s all I can say here in the press conference. Keep the optimism.”
The minor injury Lewis Hall suffered at the training camp in Spain last week meant that Jaissle did not have a senior full-back to field in Saturday’s friendly against Valencia, with Tino Livramento still recovering from the muscle operation he underwent earlier this summer.
Alex Murphy, the 22-year-old defender who can play left-back, has been allowed to join 2. Bundesliga side Kaiserslautern on loan, with Jaissle seemingly not fancying the Irishman. Newcastle’s need for wide defenders has been evident all summer.
“We are totally aware which positions we might need to strengthen the squad,” Jaissle said when asked directly about full-backs. “We believe in the players. We have now, and we had the chat after the match in Valencia, where you were really happy for the young lads getting the chance. So that’s also the approach from this club. Every minute they’re getting, the better it is. Because then they can grow.
“But there will be adjustments in the squad. We still have time (before the September 1 deadline). Without telling you too much, we are aware of what we need in the squad. Everyone internally is aware of that, and we’re working on solutions.”
Matthias Jaissle during Saturday’s pre-season friendly in Valencia (Clive Brunskill/Getty Images)
The most revealing of Jaissle’s answers concerned the lack of leadership and experience within his squad.
Centre-back Malick Thiaw wore the armband against Valencia, but Jaissle insists he is still yet to select his new permanent captain.
He described a “vacuum” of seniority, something he admitted would partly need to be filled by current players taking on greater responsibility, but also through incomings, with Marseille’s Pierre-Emile Hojbjerg and Joao Palhinha of Bayern Munich among a list of around half-a-dozen experienced midfielders Newcastle are considering moving for.
“We are in that transition phase. Everyone knows the players who left the club, they were great characters, great players, experienced players, and this is now a vacuum, as you call it,” Jaissle said. “But that just means that other players have to step in. Either we have to adjust something in the squad by signing this profile of player, or other players need to step up and fill these positions and these leadership roles.
“I am quite optimistic that we can work with both scenarios, and my job is to do the best out of it all. Without saying too much, we are aware of what we need and the squad that we want. Internally, everyone is aware of that, and we are working on the solutions.”
Targets for the season
Newcastle’s minimum expectation last season was to qualify to play European football in this one.
They budgeted for finishing seventh in the Premier League and, after a sapping campaign, ultimately came 12th, which largely forced the decision to sell Gordon to Barcelona. Moving forward, they need to be in a UEFA competition every season, yet Jaissle batted away questions about what, if anything, a new team would be expected to achieve in 2026-27.
He was short on detail, but there was a nod towards patience.
“We are ambitious,” he said. “That’s the most important thing and also why I decided to come here. But this will not happen overnight, especially when you have such a big transition phase now. You need to have a clear goal, a clear vision of where we want to go, and that starts from the decision-makers: from the management, from the board. Then if you have that synergy with the fans, with the players, with the staff, everyone included, to go there, then I’m pretty sure it will be a successful story. But we need time now.
“We can only do our best day-by-day, breaking it down with a goal long ahead. ‘What is the most important thing today? What is the most important thing tomorrow?’ And if we have that approach, I’m really optimistic that we’re going in the right direction.”
He was asked again. What is the long-term goal?
“What I said: ambitions,” he replied. “It’s something you cannot plan in football. I’m long enough now in the industry that you can’t promise anything, and it makes no sense to promise you anything now, because I don’t know how things look in half a year or in one year. What we can control, we will control.”
What he’s told Nick Woltemade
After a glorious scoring start to his Newcastle career, with six goals from his first six shots on target, Nick Woltemade then struggled during his 2025-26 debut season.
Howe permitted the club-record £64million ($86.5m) acquisition of Woltemade, partly out of desperation, given Alexander Isak’s desire to depart and the club’s failure to land multiple striker targets, but Newcastle’s then head coach simply did not know where best to integrate the Germany international into his side.
A poor World Cup followed for Woltemade, who was barely used as Germany were embarrassingly eliminated at the round-of-32 stage, yet there is a keenness within the club for more to be extracted from the 24-year-old. In Jaissle’s opening friendly against Valencia, he was used as a No 10, rather than as an out-and-out striker.
“I saw that he also had a difficult period,” Jaissle said of Woltemade. “From the first day, we talked a lot. He should leave the past behind, because it’s something he cannot change. We’re just looking forward. We find solutions. We do the best.
“Not only with Nick, but with all the other players as well, to improve them, to find positions where they feel comfortable, to work with the principles in our idea of how we want to play football, and then there’s the development to see. I’m really optimistic, but that counts not only for Nick, but also for the other players.”
Woltemade played as a No 10 against Valencia (Clive Brunskill/Getty Images)
Jaissle worked under Sebastian Hoeness, the current Stuttgart head coach, during his early coaching days. He revealed that he has already been tapping into his old boss’s knowledge of Woltemade, with the forward enjoying his breakthrough season in 2024-25 at Stuttgart.
“As I’m in touch with them anyway, he (Hoeness) is a close friend of mine, so of course you will be also chatting about the player,” Jaissle said. “But it’s also important that you build your own opinion, because every coach and human being has their players or their opinions, and sometimes you are stuck in a box. So it’s important for us to bring that new energy and also these new and neutral opinions about players.”
Why he’s ‘a bit scared’ about his ‘emotional’ touchline behaviour
For all his equanimity off the pitch, Jaissle is known for his volatility in front of the dugout, getting in the face of fourth officials and regularly haring down the margins of the pitch to follow the match action. While his passion is likely to sit well with Newcastle fans, the Premier League may take a dimmer view. Its technical areas will struggle to contain him.
“I will not change my style, because that’s my personality,” he said. “On the touchline, I’m emotional, but I need to respect the box (technical area) a bit more. I’m a bit scared. I hope, in the beginning, the referees can close their eyes maybe here and there a little. I need to learn. In Saudi Arabia, I had a long (touch)line. I think my GPS (measurements) were quite high!”
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Getting “goosebumps” over St James’ Park
“Two days ago, when I entered the pitch here with my assistant coaches, we were just looking at each other and with a big smile, like I have right now,” Jaissle said. “It was goosebumps. Just really special.”
St James’ looked resplendent in the August sun.
“It’s an amazing stadium, and I can’t wait to see it full with our fans,” he said. “I’m really happy now to be ‘home’ in Newcastle, and the focus is only now on (building) the day-to-day base. We want to develop. We want to improve. We have a short amount of time, so we want to use every minute, every day.”
Coming in so close to the start of the season is “a challenge, a big challenge,” he said, “but it’s not the time to complain. It doesn’t make sense to see the negative things. We’re here to do our best job.”
Supporters are already singing about him, changing the lyrics to Baccara’s Yes Sir, I Can Boogie to Jaissle, I Can Boogie.
“I heard it once and I was smiling,” he said. “My staff members say they’re looking forward to sitting in a bar after the match and listening to the song. Let’s see about that, but I’m really happy the fans already appreciate me. My welcome has been unbelievable.”
It was an unassuming start, respectful and quiet. The noise can wait for Liverpool’s visit to kick off the new season on Sunday, August 23.
