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Aug 5 2008 by Stuart Rayner, The Journal

NEWCASTLE’S motivation next season will be to avoid a repeat of last season’s embarrassing failure, according to midfielder Nicky Butt.

The former Manchester United and England player had grown use to competing for the top honours at home and abroad but last term was a very different experience as the Magpies were dragged slowly into a relegation battle until belatedly finding their form under new manager Kevin Keegan.

Butt (pictured, right) admitted being part of such an under-performing squad hurt him badly, and is determined to ensure it does not happen again.

“Last season was embarrassing for us and it wasn’t nice,” he said. “Last year was a failure. We didn’t perform well and we finished right down the bottom (end) of the table. This year we have to improve and get back up the table where we should be.

“Going off last year’s finish it is not something to be proud of. Finishing down there hurts. It hurt me and the rest of the lads, they feel that as much as me. We were thinking, ‘What if we had done this or won that game’. It could happen to anyone.

“However, Butt conceded that even bettering last season’s dismal showing will not be easy with so many clubs spending big to improve.

“It will be a tough year because every club is improving, everyone is throwing money at it and getting better, buying better players. We have to keep up with that. If you stand still you can go backwards.”

Having off-loaded Emre, David Rozehnal, Stephen Carr, Peter Ramage and Lamine Diatta from an already-thin squad, United have so far signed only Jonás Gutiérrez, David Guthrie and Sébastien Bassong in return, although the arrival of Argentina defender Fabio Coloccini appears to be edging closer.

Regardless of the new faces, however, Butt believes Newcastle’s biggest asset will be their manager, Kevin Keegan. The 32-year-old feels Keegan’s enthusiastic approach has made pre-season more bearable for his players.

“The manager is obviously very upbeat around the place,” he said. “Fitness-wise it (pre-season) is pretty much the same year in, year out. It is not nice but you have to do it. He tried to keep a smile on our faces while we did it and it worked out well.

“This year’s was very difficult. He wants the fittest camp he’s every

had and that was the emphasis. The fitter we are the better we will be so it was harder. Now we are getting into the games so that is better.

“He is bubbly, he knows the club inside out and knows what he wants and what the team needs. Everyone has admiration for him. You listen to him when he speaks.

“He has been there and done it as a player and manager and when you have that it is only good for the club. It is important to get the right man in charge of such a big club with such high expectations.”

While being brutally honest about last season’s shortcomings, Butt was more coy about what might constitute success this term. “We have not put a target on it, but I am sure the coaching staff have,” he said. “Success has to be firstly to do better than last year. But success would be to be in the mix for the European places.”

Meanwhile, both parties linked with buying Newcastle on Sunday have issued statements denying the reports. Reliance Communications (RCom) and Profitable Group were said to be rivals to purchase Mike Ashley’s stake for £260m, but both insist this is not the case.

“The news report is completely false and baseless. There are no such plans,” said an RCom statement, following Profitable’s lead.

Ashley said last month he was looking for potential investors but he would want to work with them rather than stand aside for them.