How West Brom have taken unusual route to move Cameron Archer transfer closer

West Bromwich Albion are trying to finalise a deal to sign Southampton striker Cameron Archer.

The Albion may have already signed Barney Stewart and Jimmy-Jay Morgan this summer, but that's not stopping them in their search for further forward upgrades.

Archer's name has been cropping up in West Brom transfer circles throughout the summer, after falling down the pecking order at Southampton.

Indeed, the 24-year-old started just 11 times in the Championship for Saints last season, scoring four goals and providing three assists.

His recent form may mean he will have some Baggies fans to win over if he does make a move to The Hawthorns this summer.

But, it doesn't appear as though he would need to convince any Albion chiefs over whether he's their man.

Why West Brom are taking unconventional Cameron Archer approach

West Brom News has been following reports that West Brom could pay Southampton £3million plus £2m in add-ons for Archer.

Whether or not some outgoings will be needed first in order to facilitate such a transfer fee being spent, however, remains to be seen.

According to Ben Jacobs on Thursday, though, the Albion are at least taking steps towards accelerating a deal.

Jacobs claims that the Baggies have indeed made contact with Archer over the possibility of joining James Morrison's side.

However, it's also claimed that as of midday on Thursday, Southampton hadn't received any formal approach from West Brom.

Whilst a slightly unusual route to take, with the buying club often agreeing terms with the selling team before moving on to sorting terms out with the player, it's actually a smart approach to take by West Brom.

By reaching out to Archer first, they can gauge his interest level in signing for Albion as well as agreeing to terms on his wage packet, and once that's sorted, then that can also be used as leverage.

Saints will know straight away then that they've got a player who wants the move, and that may limit their ability and/or desire to play hardball in relation to his transfer fee.

So, what is Archer's contract situation at St Mary's, and does it leave Southampton holding all the cards?

Why Southampton should be keen to sell Archer this summer

So far in this summer transfer window, Southampton have been busy adding more strikers to their ranks.

Lewis Dobbin has signed from Aston Villa, whilst Cyle Larin's loan move from Mallorca has now been turned permanent.

Archer is sure to be behind those two in the depth chart now, and with Damion Downs, Ben Brereton Diaz and highly-rated youngster Nicholas Oyekunle coming through, the competition for minutes is fierce.

Joining Southampton in the summer of 2024, Archer penned a four-year contract, meaning he's scheduled to become a free agent in the summer of 2028.

Because of all the above factors, Saints will surely be keen to get a player who has scored just 11 goals in 76 appearances for them off their books, and likewise, Archer must be keen to seek pastures new.