Former West Bromwich Albion striker Jimmy Jay Morgan has launched a scathing attack on the club's current mentality, claiming there is 'no Championship mentality' at The Hawthorns. In an exclusive interview, Morgan expressed his frustration at the club's failure to secure promotion back to the Premier League, insisting that a fundamental shift in attitude is required.
Morgan's Criticism of West Brom's Mindset
Morgan, who scored 15 goals in 48 appearances for the Baggies between 2018 and 2020, believes the club has lost its competitive edge. 'There's no Championship mentality at West Brom,' he said. 'They've become too comfortable in this division. You need a hunger, a desire to get out of it, and I just don't see that.'
The 32-year-old, now playing for League One side Shrewsbury Town, pointed to the club's recent form as evidence. West Brom currently sit 10th in the Championship table, eight points off the play-off places, after a run of three defeats in their last five matches. Morgan argued that such inconsistency is symptomatic of a deeper issue.
Cultural Shift Needed
Morgan called for a cultural overhaul at the club, starting from the top. 'The board, the manager, the players—everyone needs to buy into a winning mentality. You can't just turn up and expect to win because you're a big club. The Championship is relentless, and if you don't match that intensity, you'll get left behind.'
He highlighted the success of other clubs who have embraced a 'Championship mentality' to achieve promotion. 'Look at Luton Town, Coventry City—they didn't have the biggest budgets, but they had a belief and a togetherness. That's what West Brom need.'
Impact on Promotion Hopes
Morgan's comments come at a crucial juncture in the season, with West Brom's promotion hopes hanging in the balance. The club has not been in the Premier League since their relegation in 2021, and fans are growing increasingly frustrated with the lack of progress. Morgan believes that without a change in attitude, the club could face a prolonged stay in the second tier.
'If they don't address this now, they could be stuck in the Championship for years,' he warned. 'The fans deserve better. They've been patient, but patience wears thin when you see the same mistakes repeated week after week.'
Manager's Response
West Brom manager Carlos Corberán has so far declined to comment on Morgan's remarks. However, sources close to the club suggest that the coaching staff are aware of the need to instil a stronger mentality within the squad. The Baggies have invested heavily in new players over the past two transfer windows, but results have yet to reflect that investment.
Morgan, who remains a popular figure among West Brom fans, hopes his words will serve as a wake-up call. 'I love this club, and that's why I'm speaking out. Sometimes you need someone to tell you the truth, even if it hurts. West Brom have the potential to be a Premier League club again, but only if they change their mindset.'
