The strength of this season’s Championship is arguably best illustrated by West Bromwich Albion’s promotion prospects.
The ultimate yo-yo team of the 2000s, the boing boing Baggies have recently lost that spring, last playing in the Premier League in 2021.
And last season, a two-point deduction contributed towards West Brom’s joint-lowest finish since 1993 – 21st in the second tier – and meant they only narrowly escaped relegation. They would have gone down had Leicester City not been deducted six points themselves.
It made for a bleak campaign featuring three permanent managers, with chairman Shilen Patel going on to apologise to supporters in June for a “historically poor” campaign.
But survival was crucial and though promotion appears to be a distant goal, at last there is some hope under head coach James Morrison’s watch.
The state of West Brom’s finances
West Brom are in a “significantly healthier financial position” heading into the new campaign, according to football finance expert Professor Rob Wilson.
The scale of Bilkul’s repair job has been substantial since its takeover in February 2024, and though it was unable to prevent last season’s breach, the outlook is brighter thanks to Patel’s cash injection.
“On another points deduction, I’d regard the risk as substantially lower,” Wilson says.
“The two-point deduction last season related to the three-year period ending June 2025, with Albion saying the breach was less than £2m. Crucially, the £37.6m 2023-24 loss now rolls out of the calculation.”
The Championship, like the Premier League, have switched to squad cost ratio for the upcoming campaign, meaning clubs must operate under a new financial framework.
The 2026-27 allowance means clubs can spend 85 per cent of their income on player and manager-related costs.
“We are comfortable that we can execute our plan within the new regulations,” Patel said.
What West Brom can spend
Fourteen Championship clubs have outspent West Brom this summer transfer window, with the arrivals of Felix Horn Myhre, Barney Stewart, Jimmy-Jay Morgan and Nolan Galves for a combined £6m proof of their search for a bargain (Morgan’s fee could rise from £1m to £4m with add-ons).
They then confirmed the arrival of France U20 midfielder Rabby Nzingoula from Strasbourg on Tuesday for an undisclosed fee.
West Brom’s prospects of suddenly spending big are slim. Wilson estimates there is scope for another £3-6m to be spent but that will depend heavily on wages, deal structures and any further sales.
“They remain a Championship club that needs to be disciplined, but the financial picture is considerably more stable,” Wilson adds.
“There should be room for further recruitment, albeit probably in the low single-digit millions rather than a major spending spree.”
Possible transfer targets
After a loan spell at Wrexham last season, Issa Kabore has been linked with West Brom. Manchester City have loaned the right-back out seven times since he joined in 2020 with the 25-year-old yet to play for the club.
The free agent market is also a treasure trove and with Morrison recently addressing their need for new wingers, there are experienced options available.
Sunderland released Bertrand Traore this summer and for West Brom the forward would be comfortably more attainable than Raheem Sterling and Wilfried Zaha, who are both currently looking for work.
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Adama Traore has become somewhat of a journeyman himself, but West Brom may be reluctant to add the former Wolverhampton Wanderers man to their ranks.
A return to the Hawthorns is also on the cards for goalkeeper Alex Palmer, who had left the club for Ipswich Town in 2025.
The 30-year-old lost the No 1 gloves to Christian Walton at Ipswich early last season, having started the first 10 Championship games before injury ruled him out for two months. Reports suggest Sunderland are also interested in the West Brom academy graduate.
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