What is the next step for West Bromwich Albion?

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I do feel sorry West Brom, but for the time being The Baggies are stuck in footballing purgatory, condemned to an existence in the Premier Leagues wasteland. Do not fret however, you have Sunderland; Premier League purgatory’s longest serving member, to keep you company in this state of limbo, although for them relegation could soon end their stay of execution. The truth is that West Bromwich Albion are a club too good to go down but not good enough; or rich enough, to challenge for a European spot. They may flirt with relegation, but ultimately will survive.

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Ownership sets the tone for a football club. It is they who decide where a club’s ambition is, but it is a manager that implements it. Often a managerial appointment shows a club’s aspirations and by appointing Tony Pulis, we all saw where the Baggies hopes lie – the middle of the pack equals success. Despite being a safe pair of hands, his style lends itself to stagnation. Whether it’s fair or not, West Brom have become an almost faceless team and it is difficult for many outsiders to really put their fingers on what the club should currently be known for.

Pulis is good at what he does and as such, owners know that their club and their investment is safe in the Welshman’s hands, just don’t expect him to take you to the next level. It is the reason Stoke City eventually turned to Mark Hughes. A bitter relationship developed between owner and manager at Crystal Palace, but my guess is that Alan Pardew; or indeed a Pardew equivalent, would have replaced Pulis at some stage in the Selhurst Park hot-seat, despite the former Gillingham manager doing a stellar job in keeping them up. Tony Pulis is good at what he does, but a club will remain in a developmental state under him, it will never evolve.

Perhaps I am being unfair, both on the club and Pulis. Maybe my allegiance to a team that has won the Premier League means I believe football should not be played without ambition. However, for a long time West Brom were seen as a yo-yo club, unable to consolidate their position in the Premier League and therefore being a part of the main event is success enough. Survival this season will ensure a seventh consecutive season in the top flight. Perhaps relative stability represents achievement.

The club is defensively stoic; which is to be expected, and have conceded fewer goals than Liverpool, however scoring them has proved to be more difficult. With just 22 goals to their credit this season; level with Swansea, only rivals Aston Villa have been less prolific than the Baggies. Summer signing Solomon Rondon has struggled, scoring just three goals in his 17 starts. Berahino has equalled that tally from eight starts, however he has never won Pulis’ trust and often has to settle for a position on the bench with an on-running transfer sage showing no immediate signs of a resolution.

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Excitement has been lacking of late and the club have yet to give their fans much hope of that changing over the past few years. Midfielder Sandro has just been signed from QPR on loan until the end of the season, but as solid as the Brazilian is, he is not the sort of player that will set The Hawthorns alight, which is typical of Pulis’ tenure. He will simply add to the solidity of the club’s central midfield position.

Berahino could also soon be out of the door for the Midlands outfit. Given his penchant for public outbursts, maybe it will not be a source of frustration for Baggies’ fans, but nevertheless he is a bright spark in what is a dull team overall. In the summer, the club rejected four bids from Spurs and turned down a written transfer request from the England international. Reports still persist regarding Newcastle’s interest; although it is unlikely the striker will be sold to a relegation rival. The reported fee of £30million the club wants would represent very good business, however I wonder if the fans trust Peace to reinvest the money and if so, whether Pulis can be trusted to spend it wisely?

Deliotte released their latest set of financial figures in July of last year and West Brom ranked 18^th in terms of Premier league turn-over and the only two clubs below them; Hull City and Cardiff City, are no longer part of England’s top division. Although, according to more recent figures, the West Midlands club have just snuck into the top 30 of the world’s richest clubs. Maybe I’ve been looking at it in the wrong way and from a financial point of view could they actually be seen as over-achieving?

The impressive financial figures will remain the envy of similar sized clubs. However, it also represents the lack of desire that is at the heart of the football club. Jeremy Peace described them last season as, ’’a sound company – an extremely solid football club with no debt, significant assets, a developing infrastructure.’’ It is hardly surprising that; given the rumours regarding the club being for sale, that his statement contained just a hint of a sales pitch. Although a potential takeover failed last summer, and reports have dissipated since then, financial regularity is certainly a big selling point for prospective owners – owners that could bring fresh hope and perhaps a new, more ambitious mandate.

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The Premier League’s broadcasting revenue has ensured that it is more vital than ever to stay in the top division. Even it is a life of looking over your shoulder, rather than up at the teams occupying spots above you, it is still better than trying to scrap your way out of the notoriously difficult Championship. Clubs such as Wigan, Blackburn and Leeds; amongst many others, that can attest to the struggle of dropping through the top flights trapdoor.

This could be it for the club for the time being -settling as a safe and solid side. The chances are that the ambition will not change until the club changes hands. However, the strive to better themselves shown by Leicester, West Ham or Stoke should be fruit for thought for what is now a solid Premier League side.

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