West Bromwich Albion didn’t just make moves this summer—they made a statement. With West Bromwich Albion signing Aune Heggebo for £4.7 million and securing Samuel Iling-Junior on loan from Aston Villa, the club has laid its cards on the table: promotion isn’t a dream anymore, it’s the plan. The deals, finalized on July 7 and September 1, 2025, respectively, mark the most aggressive offensive overhaul in the club’s recent history—and they come just weeks after Ryan Mason signed a three-year deal as head coach, signaling a new era under his leadership.
Building an Attack from Scratch
For years, West Brom’s biggest weakness wasn’t defense—it was goals. Last season, they finished 12th in the Championship, scoring fewer than one goal per game. The departure of Tom Fellows—sold to Southampton for £8 million—left a gaping hole. So did the exits of Grady Diangana and John Swift. Enter Heggebo: a 23-year-old Norwegian striker who scored 18 goals for SK Brann in the 2024/25 Eliteserien. His transfer fee? £4.7 million, or nearly half of West Brom’s documented £9.75 million summer spend. That’s not a gamble. That’s a declaration.
Then came Iling-Junior. The 21-year-old English winger, once a Chelsea academy gem, spent 2024/25 at Villa, making 29 appearances with 3 goals and 5 assists. He’s quick, intelligent, and knows the Championship. His loan deal—finalized on Deadline Day—wasn’t just about filling a gap. It was about adding pace, width, and a direct threat to counter the physicality of teams like Leeds and Sheffield Wednesday. "He’s the type of player who can turn a 1-1 draw into a 3-1 win with one moment of magic," said one scout who watched him train with West Brom’s squad last week.
The Bigger Picture: A Squad Rebuilt
It wasn’t just about the forwards. West Bromwich Albion spent £9.75 million across nine signings, with defensive reinforcements like Nat Phillips (£3m from Liverpool), Krystian Bielik (£1m from Birmingham City), and 31-year-old Charlie Taylor (loan from Southampton) adding steel. Taylor, a veteran with 169 Premier League appearances, brought leadership. "He’s been there, done it," said assistant coach Jamie Carragher in a private briefing. "He doesn’t need to be told what’s at stake. He just goes out and does it."
But the real story is the balance. They sold Darnell Furlong for £3.5 million and Torbjørn Heggem for £6.5 million to Bologna. Net spend? Just £2.5 million after accounting for sales. That’s not reckless. That’s shrewd. And it’s not lost on fans. "We’ve seen this before—big names, big talk, then nothing," said long-time supporter Mark Davies, 54, outside The Hawthorns. "But this time? The names mean something. The money’s been spent on players who can actually score."
Why This Matters Beyond the Pitch
For a club that’s flirted with relegation in the past decade, this summer feels different. The financial structure is clean. The board isn’t chasing quick fixes—they’re building a squad capable of competing for the top two. West Bromwich Albion’s sporting director, Andrew Nestor, made it clear: "We’re not just trying to stay up. We’re trying to climb." And the numbers back him up. Heggebo’s fee alone represents 48.2% of the club’s total documented outlay—a level of investment in a single striker not seen since the 2007 signing of Chris Brunt.
The timing is critical. The Championship is more competitive than ever. Leeds, Sheffield United, and Burnley are all rebuilding with ambition. But West Brom has something they don’t: a clear identity under Mason. He’s not a tactician obsessed with possession. He wants intensity, transition, and clinical finishing. Heggebo’s hold-up play and Iling-Junior’s dribbling fit that like a glove.
What’s Next?
Now, the pressure shifts to the pitch. Heggebo has yet to score in pre-season, but he’s been central to every attacking move. Iling-Junior is expected to start on the left wing against Swansea on August 10. If they click in the first six games, promotion becomes plausible. If not, questions will rise again—about Mason’s system, Nestor’s recruitment, and whether £4.7 million for a Norwegian striker was worth it.
One thing’s certain: West Brom didn’t just sign players this summer. They signed a promise. And the fans are watching. Closely.
Background: A Club on the Edge
West Brom’s last promotion to the Premier League came in 2020. Since then, they’ve cycled through six managers, two ownership changes, and a revolving door of strikers. In 2022/23, they spent £18 million on forwards and finished 15th. In 2023/24, they signed three strikers on loan—none scored more than four goals. The pattern was clear: spending without strategy led to stagnation.
This summer, everything changed. The club didn’t chase stars. They chased fit. Heggebo’s goal-to-shot ratio in Norway was 0.31—better than any striker in last season’s Championship. Iling-Junior’s assist rate was higher than any winger in the league. These weren’t names for headlines. These were numbers for results.
The loan deals also reflect maturity. Iling-Junior’s move includes a mandatory purchase clause if West Brom are promoted. That’s not desperation. That’s planning.
Frequently Asked Questions
How does Heggebo’s signing compare to past West Brom striker acquisitions?
Heggebo’s £4.7 million fee is the highest ever paid by West Brom for an out-and-out striker since Chris Brunt’s 2007 arrival (adjusted for inflation). His 18-goal season in Norway outperforms last season’s top scorer at West Brom, Tom Fellows, who netted just 12 in 41 appearances. This signals a shift from reactive signings to targeted, data-driven recruitment.
Why did West Brom sell Tom Fellows for £8 million only to spend £4.7 million on Heggebo?
Fellows was a finisher in a system that didn’t create chances. Heggebo is a complete striker who can hold up play, link with wingers, and score from set pieces. The club believes he’ll be more effective in Ryan Mason’s high-pressing system. Plus, the £8 million sale helped fund the entire attacking overhaul without dipping into reserves.
Is Samuel Iling-Junior’s loan deal a temporary fix or a long-term plan?
It’s both. The loan includes a mandatory £6 million buy option if West Brom gain promotion. Even if they don’t, his performance could trigger a £4 million option. Either way, he’s a low-risk, high-reward asset. His Championship experience and Chelsea pedigree make him a rare commodity on loan—especially for a club with promotion ambitions.
What role does Ryan Mason play in these signings?
Mason was heavily involved in both Heggebo and Iling-Junior’s recruitment. He reportedly watched Heggebo in five matches last season and personally lobbied for Iling-Junior after seeing him dismantle Blackburn in April. His 3-4-3 system demands pace and movement—exactly what these two provide. This isn’t Nestor’s project. It’s Mason’s team.
How does this transfer window compare to previous ones at West Brom?
In 2023, West Brom spent £18 million on forwards and finished 15th. In 2024, they spent £12 million on midfielders and barely survived. This year, they spent £9.75 million total, with nearly half going to two attackers who fit a clear tactical plan. It’s the most focused, efficient window in a decade—and the first where the club didn’t overspend on names.
What’s the biggest risk with this strategy?
Both Heggebo and Iling-Junior are young and unproven in England’s Championship. Heggebo has never played in a league with this physicality. Iling-Junior has struggled with injuries in the past. If either misses three months, the attack could collapse. That’s why the depth signings—like Alfie Gilchrist and George Campbell—are just as vital as the stars.
Author
Ra'eesa Moosa
I am a journalist with a keen interest in covering the intricate details of daily events across Africa. My work focuses on delivering accurate and insightful news reports. Each day, I strive to bring light to the stories that shape our continent's narrative. My passion for digging deeper into issues helps in crafting stories that not only inform but also provoke thought.