West Brom suffer £17m loss despite cost cuts, board insists club is stable

West Bromwich Albion’s board has hailed the club’s financial health despite announcing a £17 million loss for the 2024-25 season—a figure that, while reduced by 23% year-on-year, still underscores deep financial strain. The club’s annual report, released late yesterday, revealed an operating loss of £17.2m, down from £22.3m the previous year, with revenue dipping slightly to £112.8m from £115m. Club chairman John Williams insisted the losses were part of a planned restructuring, not a sign of crisis.

Williams told reporters at a hastily arranged press conference at The Hawthorns that the club had “stabilised its finances” through sweeping cost reductions, including a 14% cut in player wage bills and the sale of two first-team squad members. “We have taken decisive action to ensure we do not repeat the mistakes of the past,” he said. “The losses are manageable and expected as part of our five-year recovery plan.”

The club’s losses, though significant, are the lowest since the 2019-20 season, when Albion posted a £12m deficit. This year’s figure, however, includes one-off restructuring costs of £3.5m, which Williams described as “investments in the future.” He added that no staff redundancies were planned and that youth development spending would be maintained.

Chief executive Mark Jenkins revealed that commercial income had fallen by 5%, citing reduced sponsorship deals and lower matchday revenue due to lower average attendances of 20,102—down from 21,412 the previous season. “Our focus is on rebuilding commercial partnerships and increasing fan engagement,” Jenkins said. “We’re confident we can turn these figures around.”

Despite the losses, the club’s total debt has stabilised at £127m, down from £142m the previous year, thanks largely to a £15m injection from owner Guochuan Lai’s holding company in February. Williams confirmed that further funding would be available if needed but insisted the club would not rely on emergency bailouts. “We are not in freefall,” he said. “We are in control.”

Supporters remain divided. The West Bromwich Albion Independent Supporters’ Trust described the losses as “concerning” but acknowledged “positive steps” in cost control. Former player and pundit Bob Taylor, speaking on local radio, called the figures “a step in the right direction” but warned that “sustainable growth” depended on on-field success. Albion finished 18th in the Championship last season, just three points clear of relegation.

The board has pledged to publish quarterly financial updates to improve transparency, a move welcomed by supporters. Williams concluded: “We are not out of the woods, but we are headed in the right direction. The goal remains promotion to the Premier League.”