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It hasn't taken long for Alexander Isak to tumble from hero to zero in the eyes of Newcastle fans.
The Swedish forward is now at the center of an intensifying tug-of-war between the Magpies and Liverpool, with a huge $202 million transfer hanging in the balance.
Not long ago, Isak was regarded as the crown jewel of St James' Park. Today, his relationship with Newcastle supporters appears irreparably broken. Reports claim he is refusing to play for the club again - even if a transfer fails to go through. So, how did things unravel to this point?
With three years left on his contract and a massive asking price meant to deter away all but the boldest of bidders, his short-term future at Newcastle looked secure. But Liverpool's relentless persistence changed all of that.
Even after spending big on Hugo Ekitike, the Reds kept pushing. They submitted a $148M bid earlier in the summer that Newcastle turned down flat, yet they still didn't walk away.
Isak's desire to join Liverpool hardened, with Newcastle's determination to hold firm pushing him to extreme measures. With the September 1 transfer deadline coming fast, the stalemate has thrown Newcastle's summer into chaos, disrupted preseason preparations, and left fans stunned by the apparent betrayal of a player they once worshipped.
His unwillingness to rejoin the squad could be the beginning of the end in a saga already brimming with broken promises, bruised egos, and sky-high bids. Here's how it all began and why it has escalated so sharply.
The broken promise: Summer 2024
The first spark came in March 2024, when then-co-owners Amanda Staveley and Mehrdad Ghodoussi met with Isak and his representatives. They painted a picture of a glittering future for Newcastle and assured him that improved contract terms were coming, both as recognition for his performances and as a signal that the club planned to build around him.
By July, that vision had collapsed. Staveley and Ghodoussi were out, replaced by a new leadership team headed by sporting director Paul Mitchell.
Mitchell, keeping a close eye on the Premier League's Profit and Sustainability Rules, immediately halted discussions of a new deal. With Isak tied down until 2028 and earning about $202,000 (£150,000) per week - already one of the club's top salaries - Mitchell decided there was no need for upgrades and no reason to renegotiate.
Isak took it as a slap in the face. To him, the message was clear: loyalty wasn't a given, and the club's ambition might not match his own.
Betrayal in black and white: October 2024
Isak's 2024/25 season began slowly, with just one goal in his first seven matches. But the bigger concern was his body language, which at times looked tense and withdrawn, hinting at frustrations beyond mere goal droughts. Then came the moment that solidified his resentment.
In October, Anthony Gordon signed a lucrative long-term extension, keeping him at Newcastle until 2030 and raising his wages substantially. Liverpool had been chasing Gordon for months, so Newcastle's urgency to lock him down made sense. Still, in Isak's eyes, it was a sign of where he ranked in their list of priorities.
Glory and grievances: Spring 2025
On the field, Isak turned frustration into fuel. He finished the season with 27 goals in all competitions, including the decisive strike in a 2-1 Carabao Cup victory over Liverpool, ending Newcastle's 70-year domestic trophy drought and cementing his place in club history.
But beneath the surface, the rift deepened. By late spring, Newcastle's stance softened, and the club began preparing a deal that would make Isak one of the Premier League's highest-paid players. However, by then, the striker was already dreaming of Liverpool.
By early summer, reports emerged that Isak wanted $404,000 per week to sign a new deal. Newcastle's offer could go no higher than $270,000 - still a raise of at least $67,000 from his current deal, but well short of his demand. The club never formally put the deal on the table, and talks stalled completely.
Preseason powder keg: July 2025
When Newcastle's preseason tour of Asia kicked off, Isak was nowhere to be found. Officially, the reason given was a "minor thigh injury," but insiders quickly revealed the real story - Isak had refused to join the traveling squad.
By this stage, Liverpool had identified him as their number one striker target. When Newcastle told them he wasn't for sale, they shifted their focus to Ekitike, who was then deep in talks to sign with Newcastle. Liverpool responded with an ultimatum: sell us Isak, or we'll hijack your Ekitike move.
Newcastle stood their ground, but the situation flipped within days. Ekitike signed with Liverpool, and almost immediately, Isak informed Newcastle that he wanted to "explore his options" - the polite way of saying he wanted to leave for Anfield.
Losing Ekitike was a gut punch, made worse by earlier failed attempts to sign Liam Delap and Joao Pedro. Now, Newcastle faced the possibility of losing their top striker without a clear replacement lined up.
Exile and escalation: August 2025
On August 1, Liverpool submitted a formal offer of $148M, with add-ons bringing it up to $162M. Newcastle rejected it, insisting again they wouldn't sell for less than $202M (£150M).
Liverpool made it clear they wouldn't come back with a bigger bid unless Newcastle moved on their valuation - effectively putting the ball in Isak's court. In the meantime, he was removed from full training and worked alone.e His photos were taken down from the club store, and during Newcastle's trip to South Korea, Adidas staff reported a sharp drop in shirt sales with his name and number.
Manager Eddie Howe even excluded him from a family barbecue at the training facility, knowing how volatile the atmosphere had become. Howe later said it was unlikely Isak would play in the Premier League opener against Aston Villa, though he insisted the door was still open for a resolution.
Nuclear fallout: August 2025
Then came the bombshell: on Tuesday, it emerged that Isak is "adamant" he has played his final game for Newcastle and will refuse to play even if the club chooses not to sell him.
From Isak's point of view, the relationship broke down when Newcastle backed out of its promise for a new contract in 2024 and he made clear from then that the 2024/25 season would be his last at St James' Park. Many at the club, however, deny he ever made this clear.
As the transfer deadline races toward September 1, the Isak standoff has become a harsh lesson in the fragility of loyalty in modern soccer. In just months, a beloved star has become a determined exile.
Whether Newcastle eventually gives in or Liverpool walks away, the fallout from this saga is bound to linger on Tyneside for years, a warning tale of unfulfilled promises and clashing ambitions.
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