By Nick Ware

25th May, 2021 | 8:10am

Richard Keys hits out at West Brom board for failing to show ambition

Richard Keys has taken aim at the West Brom board for the club’s relegation back to the Championship after a dismal one-season stay in the Premier League.

The West Midlands outfit ended the campaign on a paltry 26 points to finish 19th, 13 points behind Burnley who occupied the final survival slot.

Slaven Bilic and Sam Allardyce both tried and failed to inspire a bid for safety as Albion’s lack of quality was evident for all to see.

Writing on his own personal blog, BeIN Sports presenter Keys offered a scathing assessment of the club in his end-of-season Premier League review.

“As for the bottom three, they got what they deserved,” he said.

“Fulham were naive, West Brom lacked any kind of ambition and Sheffield United were an accident waiting to happen once the owner got busy.”


We don’t need Keys to tell us about the lack of ambition at boardroom level.

Since Guochuan Lai took ownership in 2016 it’s been a steady decline at the club.

Relegation from the Premier League in 2018 after eight consecutive seasons was the low point, while we also failed to make an immediate return after a failed play-off campaign.

We just about scraped into the automatic positions last year but it’s been a chaotic season back in the top-flight and one that always appeared doomed for failure.

The summer transfer window set us up for defeat.

Karlan Grant was the only new signing who cost a fee above £1million [Transfermarkt] as Lai attempted to stave off relegation on the cheap.

Such frugal spending just doesn’t work in the Premier League anymore, unless you have an extremely savvy recruitment and coaching team.

We had neither, and our season lurched from one disaster to the next.

A raft of temporary moves were made in the winter window but it proved too little, too late.

In other West Brom news, reliable journo claims that West Brom have offered £25k/pw deal to ex-PL manager as club seek swift successor.

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