No one's supposed to.
You say that like Newcastle have never competed. Oh wait, they broke the world record for a player. [emoji14]
20 years ago during a 4 year spell as one of the best sides in the country, having spent marginally more than most other sides (in relative terms, compared to these days) after having just been promoted. Stop wilfully missing the point - you're becoming one of the worst WUMs on here, Froggy.