Kev's given a wake-up call - But owner puts shirt on Keegan revival plan

By Saturday, Megson was in charge of Bolton, Keegan had somehow found himself back in the dug-out having said he would never work in football again, and Allardyce was being blamed for everything.

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"You know why it's such a terrible game?" observed one member of a less than enthralled audience. "Because Big Sam built both teams."

Someone then declared they would rather go to the theatre and the slightly muted response to Keegan's pre-match appearance on the pitch suggested we may have done the Geordies a disservice. Like the rest of us, they do not appear entirely convinced that appointing Keegan as manager for a second time is such a good idea.

They tried to get into the spirit of things, donning their 'Return Of The King' paper crowns and giving Keegan a warm, heartfelt welcome. But it was noticeable how quickly it tailed off and how reluctant they then were to burst into song with the occasional chorus of 'Keegan wonderland'.

For Keegan, it all amounted to something of a wake-up call after three years in sporting hibernation, a measure of the challenge ahead and just how far Newcastle have fallen since he left 11 years ago.

In 1997 they finished second to Manchester United with their special brand of attacking football. On Saturday they were shackled by a lack of ambition, a loss of confidence and a squad on its last legs.

"We had nine first-team players missing today," said Keegan, reflecting on a performance that did not even produce a shot on target in the first half against a determined Bolton.

Not that Mike Ashley seemed to mind too much. If anyone seems to be totally Keegan-daft, it is the club's billionaire owner and the new manager's biggest fan.

On Saturday he traded his 'Smith 17' shirt for one that read 'King Kev 1' and superseded Mohamed Al Fayed as the most eccentric owner in English football.

Even for Keegan, after those spells serving under Fayed and Sir John Hall, such adoration is unusual. "He asked me to sign his shirt and I refused," said Keegan.

"I'm only kidding. We've got a fantastic owner here. He's not a chairman, he doesn't want that. He's given us a lot of responsibility now and we've got to make sure we encourage him to stay in this for the real long haul.

"If we're successful, he will and we don't want to do anything that makes him despondent.

"That's the challenge for us. People like him don't turn up at a football club every day of the week and twice on Sundays. He's incredible. He's got no ego. He wants to go in with the fans and that's fantastic that he trusts you to get on with it.

"I've never met anyone like Mike, he's definitely different, but I really like him. Even if I didn't meet him again, I would say the same thing.

"He's very unassuming and if we get this place going, we will have the best owner in this country. I say that: the best. That's what he'll be. But it's an "if" until we get it going."

The more you listen to Keegan, the more you want him to succeed. Not least because of how much it means to him; how much he cares. For Keegan, it has become a very personal crusade.

"The last three days have a been a bit surreal," said Keegan. "But what I know is that I can help put the smile back on people's faces. That comes from the fact that they trust me, that I've been here as a player and they've seen that I care.

"I don't have to kiss the badge for them to know I care. That's something you can't manufacture, that's a trust built up. They know I'll look after their club. I did last time as a player and a manager and I will this time.

"Anything I do will be in the best interests of the club. That's what they like. It's no further than that. It's a trust, that's something that's been built up, not something that's been created overnight."

Whether Alan Shearer now joins Keegan in putting a smile back on Geordie faces remains to be seen. He seems to be suggesting that he might, even if there are echoes of 18 months ago when Steve McClaren invited him to join his England coaching set-up.

Perhaps, like 18 months ago, one suspects, he is not too keen to be associated with a regime that he fears could prove unsuccessful.

The arrival of the 'three players' Keegan wants to bring in could ease any such concerns.

Until, that is, Keegan shows him the list. Arsenal's Thierry Henry, Manchester City's Shaun Wright- Phillips . . .