On the 15 of February 2024, the club announced that Bilkul Football WBA (led by Shilen Patel) had reached an agreement to acquire an 87.8% shareholding in West Bromwich Group Limited. The takeover was completed on 28 February.
August Albion's opening game was a trip to Ewood Park, against Blackburn Rovers. However, they were caught out by two goals in quick succession by Harry Leonard and Dilan Markanday. Matt Phillips pulled one back in the second half, but ultimately Albion left Lancashire empty handed. Next up was Stoke away in the EFL Cup, with the hosts winning 2–1. Brandon Thomas-Asante was on target for the visitors in that one, equalising either side of Josh Griffiths own goal and Andre Vidigal's quick fire strike. Swansea City were the first to visit the Hawthorns for the season, and Albion managed to record their first win. Semi Ajayi gave the Baggies an early lead following a long throw, before Swans keeper Carl Rushworth put the ball in his own net to double the lead. Conor Townsend then raced into the penalty area to win a spot kick, which was confidently converted by John Swift. Swansea pulled two back through Harry Darling and Ben Cabango, but the hosts held on for a 3–2 win. Albion were on their travels again on the Friday Night, this time to Elland Road. After a goalless first half, Jayson Molumby's shot ricocheted in off Brandon Thomas-Asante's arm, which was not picked up by the officials. Luke Ayling equalised for Leeds in the 72nd minute to split the points in a 1–1 draw. There were six goals in Albion's next match, at home to Middlesbrough finishing 4–2 in Albion's favour. First half strikes from Cedric Kipre and John Swift found the top corner, with Middlesbrough's Emmanuel Latte Lath scoring straight after the second. 2–1 at half-time, it was soon 3–1 when Brandon Thomas-Asante latched onto an error by Lukas Engel. Marcus Forss stuck away a penalty late on and Jeremy Sarmiento scored his first Albion goal to seal the points in stoppage time.
September Albion were at home again against Huddersfield Town at the start of September, but lost thanks to a 96th minute winner from Jack Rudoni. They had fallen behind after Delano Burgzorg's first half effort with Swift scoring a counter-attacking goal on 52 minutes. After the season's first international break, Albion were held to a 0–0 draw at Ashton Gate. Bristol City dominated the first half before Albion came into the game in the second period, however neither side could find a goal. There were four goals scored in the opening 25 minutes at Vicarage Road the following Wednesday, and none were scored after that period. Watford began the game brightly and Tom Ince put them in front after just 3 minutes. Albion responded in little time thanks to a Swift free-kick and a clever finish from Albion skipper Jed Wallace. Matheus Martins levelled the Hornets in the 23rd minute and that was the end of the scoring, the game finishing 2–2. Alex Palmer then saved a Zian Flemming penalty in the next game at home to Millwall, but despite a strong display Albion were unable to find a winner and the game ended goalless. Albion certainly weren't shy on goals in their following trip to Deepdale, as they simply blew Preston - who were undefeated - away in a 4–0 thrashing. Darnell Furlong opened the scoring with an arrowed strike in the 4th minute, before Alex Mowatt doubled the lead before half time. Matt Phillips and Kyle Bartley got two late goals to cap off a brilliant away day.
October Bottom of the table Sheffield Wednesday came to the Hawthorns and lost by a goal to nil, courtesy of John Swift's fifth goal of the season. Swift had six just three days later, when he put Albion 1–0 up just five minutes into a midlands derby at St. Andrew's. However, Albion would go on to lose that game, with Leandro Bacuna equalisng from a controversial penalty, and Dion Sanderson and Gary Gardner sealing a 3–1 victory. Albion came out of the international break with a 0–0 draw at home to newly promoted Plymouth Argyle, with the visitors looking the most threatening. It was back-to-back home games as Queens Park Rangers made the trip to Black Country sitting inside the relegation zone. After a goalless opening 45, the game hinged on a penalty won by the dancing feet of Grady Diangana. Brandon Thomas-Asante stuck it away confidently before Diangana grabbed a second thanks to great work by Nathaniel Chalobah. It was a visit to the CBS on Monday Night Football, and Albion made it back to back 2–0 wins. Grady Diangana pounced on Ben Wilson fumbling the ball as he tried to catch it, and Brandon Thomas-Asante scored in the second half with a ruthless finish in the top corner.
November Albion were back at home against the impressive tigers, Hull City, and made it three wins on the bounce in a 3–1 win. A risky back pass from Jean Michael Seri was intercepted by Jed Wallace, who calmly converted from 12 yards. Hull levelled just before the break, through captain Lewie Coyle with a smart volley. However Albion responded thanks to two fluid team goals finished off by Matt Phillips and Semi Ajayi. However, for the third time in a row, the Baggies would lose going into an international break on the south coast against Southampton. Conor Townsend couldn't keep out Will Smallbone's first half effort, but Albion responded with Kyle Bartley's scramble after Thomas-Asante's header hit the bar in the second half. However, despite a strong second half showing, the Saints struck late via Adam Armstrong. High flying Ipswich Town at home seemed like a tough game to try and respond after the break, but Albion put in an incredible performance to win 2–0. Goals early in each half from Darnell Furlong and Grady Diangana set the Baggies on their way to victory. The final game of November was in South Wales against Erol Bulut's bluebirds. In a scrappy game, the match was decided by a moment of brilliance from Jeremy Sarmiento, curling in a beautiful shot from a tight angle.
December Albion's next game was a home fixture against top of the table Leicester City, and the Baggies put up a great display and were unlucky to lose. In a cagey affair, Kiernan Dewsbury-Hall headed in a Ndidi cross in the 72nd minute, only for Josh Maja to score what looked to be a goal which salvaged a deserved point. However, there was late heartbreak, as the Baggies were caught on the break and Harry Winks stole the points at the death for Leicester. A rare poor performance followed on Wearside, and Albion were beaten 2–1. After a goalless first half with a couple of refereeing mistakes, Dan Ballard nodded in Sunderland's opener from a free-kick and Dan Neil scored on the counter attack. Thomas-Asante pulled one back, but Albion ultimately lost back to back games for the first time in the season. Albion got back to winning ways at the New York Stadium, winning 2–0 after second half goals from Grady Diangana and Jed Wallace on his return to action following an injury. Rotherham - who had slipped to the foot of the table - tried to make it difficult from the off, but were undone by a deflected Diangana shot and a stunning late free kick from skipper Jed Wallace. The following Sunday Albion returned to the Hawthorns against managerless Stoke City. Lynden Gooch gave the potters an early lead following a cross-shot that sailed over Alex Palmer's head, with Brandon Thomas-Asante equalising with an impressive volley. Albion battled hard in the second half but were unable to find a winner. The Baggies lost 1–0 at the Riverside just two days before Christmas, the start of a run that included 4 games in 10 days. Ex-Albion Academy graduate Morgan Rogers scored what proved to be the winner. They did manage to return to winning ways against Norwich on Boxing Day, as Brandon Thomas-Asante notched his 7th league goal of the season, his 8th in all competitions. Borja Sainz was sent off for the Canaries after 33 minutes, and Albion dominated proceedings before going in front in the 50th minute through Thomas-Asante. Albion ended the year on a high, recording back to back 1–0 home wins with a victory over Leeds United. After soaking up early Whites pressure, Diangana put the Baggies in front following Jed Wallace's cut-back. Albion defended resolutely and held on to secure a memorable victory.
January Albion began the new year in Swansea and were involved in yet another 1–0 result, this on time on the wrong end of the scoreline. After a goalless first half in which the Baggies were the better side, Swansea took the lead through Liam Cullen. Albion battled hard but the equaliser ultimately eluded them. The Baggies were drawn to non-league Aldershot Town in the FA Cup third round, and prevailed 4–1. Goals from Nathaniel Chalobah, Jovan Malcolm and Daryl Dike put Albion 3–0 up at the interval, and Tom Fellows finished it off in the 88th minute. Aldershot got a late consolation through Ollie Bray. Albion were back in league action the following weekend, at home to Blackburn Rovers. They scored 3 inside half an hour in a 4–1 thrashing, Tom Fellows scoring his first league goal followed by Thomas-Asante scoring and forcing an own goal. Jake Garrett pulled one back for Rovers with a fine finish before Thomas-Asante finished off the contest with his second. Albion's poor record on their travels continued in the trip to Carrow Road, losing and not scoring in their third successive away game. Norwich scored early and late through Josh Sargent and Jonathan Rowe, and won the game 2–0. Albion rounded off January with the highly anticipated FA Cup clash with Black Country rivals Wolves.Pedro Neto scored for the visitors in the opening half, before Matheus Cunha doubled their advantage on the 78th minute. Violence broke out in the crowd straight after, with the match suspended for over 35 minutes. Wolves held on after the restart to secure a 2–0 victory, their first win at the Hawthorns in 28 years.
February Albion began February with another derby, at home to local rivals Birmingham City, and won by a goal to nil. After a goalless 85 minutes, substitute Andi Weimann came on to score a late winner. Next up was a trip to Portman Road to face fourth place Ipswich Town, and Albion returned with a point. Tom Fellows put the Baggies in front with an impressive solo goal, but Ipswich equalised just after the break through Broadhead. Andi Weimann thought he had restored the visitors lead on 56 minutes after he turned in Darnell Furlong's long throw, but replays showed he had used his hand. John Swift did get Albion back in front with a sensational strike, but in stoppage time Omari Hutchinson equalised for the Tractor Boys. Albion won their fith straight home game the following Tuesday, beating Cardiff City 2–0 at the Hawthorns. Mikey Johnston scored just 29 seconds into his first start before Andi Weimann sealed the three points late on. Albion's first game under new owner Shilen Patel was against a Southampton side who had just lost their 22 game unbeaten run. The Baggies lost 2–0 in an even encounter, the goals coming from Ryan Fraser and David Brooks. Albion bounced back brilliantly in midweek, winning 3–0 in Devon against Plymouth Argyle. Following a goalless first half, Cedric Kipre opened the scoring from a corner. Substitute Mikey Johnston scored with a curling effort, before Tom Fellows added a third in stoppage time. The Baggies faced another long away day at Hull, but came a way with a battling point. In an end to end contest, Fabio Carvalho opened the scoring with an arrowed strike into the top corner, before Darnell Furlong equalised following a corner. Both sides probed in the second half, but neither could find a winner.
March Albion began March with a Friday Night encounter with Coventry City. Mikey Johnston opened the scoring on the 6th minute with a wonderful goal, before Grady Diangana made it two half an hour later. Haji Wright pulled one back for the Sky Blues in the second half through a penalty, but the Baggies held on to secure a 2–1 win. The Baggies faced a trip to London in midweek, up against relegation threatened QPR. Sam Field put the Hoops in front, but quick-fire goals from Mikey Johnston and Grady Diangana turned the game on its head. Albion were under the pressure for nearly all of the second half, with Alex Palmer saving a penalty, but QPR eventually equalised through Field again. The Baggies were on the road for the fourth time in five matches the following Sunday, away at Huddersfield Town. Albion produced one of their worst performances of the season in the first half and went 1–0 down thanks to Delano Burgzorg. However, Albion came out of the break rejuvenated and scored four times. Mikey Johnston equalised and then Kyle Bartley put the visitors in front with a goal mouth scramble. Okay Yokuslu scored a thunderbolt soon after, before Johnston scored his second to make it 1–4. Albion made it six unbeaten going in to the March internarional break, picking up a routine 2–0 home win over Bristol City. Goals either side of half time by Tom Fellows and Jed Wallace were enough to secure victory. Albion were back in action in the capital on Good Friday, away at Millwall. Duncan Watmore put the Lions in front after 21 minutes, but John Swift equalised from the spot in the second half to earn a point.
April Watford - who were under new stewardship under Tom Cleverley - arrived at the Hawthorns three days later. Following a goalless opening 45, Albion found themselves 0–2 down thanks to Edo Kayembe and Mileta Rajovic. However, The Baggies fought back, with Brandon Thomas-Asante pulling one back before Darnell Furlong equalised in stoppage time with a stunner. Albion drew for the third time in a row at the bet365 Stadium, squandering a two goal lead. Mikey Johnston put the visitors in front, with Jed Wallace doubling the lead early in the second half. But the Potters were not done yet, as Million Manhoef grabbed a goal back and André Vidigal equalised on the rebound after Alex Palmer initially saved his penalty. Next up for Albion was a home game against already relegated Rotherham United. Brandon Thomas-Asante put the Baggies in front before John Swift made it two after converting a controversial penalty. No goals were scored in the second half as Albion extended their unbeaten run to 10 games. The unbeaten was soon over, as Sunderland came away from the Hawthorns with three points. Albion started strongly before Brandon Thomas-Asante was sent off in the 43rd minute, which changed the complexion of the game. Pierre Ekwah put the visitors in front on the stroke of half-time, and the ten men Baggies succumbed to a first defeat since February. Albion lost again the following Saturday away against promotion-chasing Leicester City. The visitors had plenty of chances but found themselves 2–0 down after goals from Wilfred Ndidi and Jamie Vardy, eitherside of Vardy's missed penalty. Jed Wallace did manage to pull one back but Albion ultimately left the King Power empty handed. The poor form continued at Hillsborough, Albion comfortably beaten 3–0 by Sheffield Wednesday. Anthony Musaba, Ike Ugbo and Josh Windass scored for the hosts.
Updated to match(es) played on 29 April 2024. Source: EFL official website Rules for classification: 1) Points; 2) Goal difference; 3) Number of goals scored; 4) Head-to-head results; 5) Wins; 6) Away goals; 7) Penalty points (sec 9.5); 8) Number of 12-point sending off offences; 9) Play-off (only if needed to determine promotion/relegation) (Q) Qualified for the phase indicated; (X) Assured of at least a play-off place, but may yet be promoted automatically; (Y) May yet qualify for the play-offs, but cannot be promoted automatically.
As a Championship side, West Brom joined in the third round and were drawn at home to Aldershot Town. In the fourth round they were drawn at home to Wolverhampton Wanderers.
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