Open letter from Nestor, Mason going nowhere

[Bombers right foot]

West Bromwich Albion President and Sporting Director Andrew Nestor provides supporters with a club update ahead of the winter transfer window.



Dear supporters,

As we approach the end of Bilkul Football's first full year as custodians of West Bromwich Albion and look ahead to 2026, we wanted to take this opportunity to reflect on progress made since our first transfer window during Summer 2024 and share perspective on the coming months ahead.

We appreciate it?s not been easy as a Baggies fan in recent years. Following the takeover, we were aware that the club?s parent company West Bromwich Albion Group Limited was on an unchangeable path to a ?37.6m loss that would impact our Profit and Sustainability (P&S) position over a three-year period, and preventing administration was just the first challenge in protecting the future of the club. Much change has been necessary on the sporting side, including the sale of players that, in our preferred approach, we would not have let go, or have had to sell sooner than we would have preferred, however, we have continued to push for the maximum value and every player we have parted with has left for the highest bid the club received.

We have tried to keep fans updated throughout this process as best that we can and have had to balance this by not disclosing anything that could damage our ability to buy and sell players in the transfer market above and beyond what was already public.

Patience has certainly been tested but also necessary due to the sacrifices we?ve needed to make to get to where we are now. This process has not just been one of player trading, but of changing the club?s strategy and culture to be positioned for a positive future.

Although we can now see light at the end of this tunnel and we are excited about the core of our squad now, it is important that we highlight our journey since February 2024:


West Bromwich Albion Group Limited losses for the 2023/24 season alone were ?37.6 million. To put that into context, the EFL?s P&S loss threshold for clubs at the time was ?39 million over a three-year period.



Following the 2023/24 season, the club was required to make cumulative trading gains of more than ?33 million to fix its P&S position because of historical financial mismanagement. Without taking swift action, this inherited P&S deficit could have put the club on course to produce one of the largest financial breaches in EFL history. The prospect of transfer embargoes and points deductions since takeover during both summer 2024 and 2025 were genuine concerns.



It was still essential we continued to invest to evolve the playing squad into one that could take us forward in the long run. These decisions enabled the club to move back toward P&S compliance while also efficiently acquiring 11 permanent signings for fees.



The club faced a significant P&S deficit heading into summer 2024 and an even larger deficit heading into summer 2025. In each of these seasons, we have worked as close to our P&S limits as we responsibly can to both resolve P&S overruns and make investments in key players with long-term value, making each trade *****



In just three transfer windows we have transformed a squad that was the oldest in the division based on minutes played and amongst the most expensive in terms of player costs into a younger squad with substantially higher long-term value and a growing cohesiveness that fits the style of play we are building toward, setting the club on a course for future financial stability and a platform to compete for promotion.

As a result of the decisions taken during this period, and the 2023/24 losses rolling off, it is expected that the club will be in a strong position in regard to financial regulations and compliance heading into fiscal year 2026/27, allowing the club to build and invest without compliance as a primary concern. This is significant as the club has a path to sustainability without the benefit of Premier League revenue or parachute payments for the first time since we originally ascended to the Premier League in 2001/02.

We are pleased with the players acquired over this period that will act as key building blocks for our future, utilising a global scouting approach to create the nucleus of a strong squad rooted in a defined game model under strict financial limitations. And we are focused on addressing squad depth and balance going forward without the same financial pressures that have existed up until now. Of course, we must also remain mindful of what we are spending, to ensure mistakes are never repeated.

The key to getting the club back onto a solid footing has mainly been how we have operated in the transfer market. The average age of players in our existing squad has dropped from 30 to 25.9, and squad market value has been greatly increased. This has been done whilst reducing player costs by more than 20 per cent. Furthermore, beginning in the 2026/27 season, we now have a first team and academy aligned with our overall game model and philosophy and are in a position to further address squad balance and depth.


In addition to the first team, a total of 26 young players have signed contracts ensuring a pipeline for future player development.

All of this has not come without its challenges. Unfortunately, this does mean our trading in January 2026 will again face strict P&S limitations as it is still part of the 2025/26 fiscal year. However, like in the three previous windows we will continue to work hard to examine opportunities that exist within the market, despite navigating razor thin P&S margins.

Player trading alone will never afford us the opportunity to push on from where we find ourselves now. We must ensure we are generating revenue from other sources besides player sales to prosper in an extremely competitive Championship and push for our aim of returning the club to the Premier League.

To deliver this, Bilkul Football has adopted a holistic approach to building future success and this has led us to embark on a restructure throughout the sporting and non-sporting departments.

Since summer 2025, a reorganisation and expansion of the non-sporting senior management team has occurred across finance and administration, marketing, operations and commercial. The changes and new hirings we have and will make are all focused on creating a better fan experience and deepening the connection between the club and our supporters. The appointment of a Chief Business Officer will come in Spring 2026 with a focus on enhancing the club's revenue growth and financial competitiveness relative to our peers in the Championship. While we focus on growth areas, we have also appointed a Senior Director of Football Finance focused specifically on ensuring financial compliance and best practices.

On the sporting side, we have undergone an 18-month long reorganisation and enhancement of various departments including Medical & Sports Performance, Performance Analysis, Scouting and Data as well as new coaching structures for our Men?s First Team, PL2, and U18s.

This evolution of our sporting department also includes a process that began in September 2025 to recruit a Technical Director - a newly-formed role within the club who will work alongside sporting leadership focussing on further evolution of the club's game model, squad planning and balance, academy operations and player pathways, and technology and performance analysis innovation.

The turnover in personnel for our Men?s First Team has been considerable in the past 18 months, and we believe we need to apply patience in our planning to allow the playing and coaching staff to settle. Time and consistency are important ingredients for success, particularly after periods of sweeping change.

The solutions we have implemented are with a long-term view and we hope to see greater benefits from this in the months ahead. We are not interested in change for the sake of change, and we remain committed to our process, entrusting individuals with high integrity, skill and work ethic to move us forward.

We appreciate the support we have received to get the club to where we are now and are looking forward for what is to come in 2026.

Thank you for sticking with us as we continue to embark on this journey. Your support is never taken for granted and makes a huge difference to all of us at the club.

From everyone at West Bromwich Albion, we wish you all well over the festive period and a happy and healthy new year.

[stargazer_1962]

Just read it on website

[stargazer_1962]

Says we need to find new ways to make cash (i.e. not from player sales) if we want to try to return to the premier league
How?

[baggiematt]

This was a good letter I thought. Highlighting just how significant the task was coming in and steadying the ship.

Forget promotion, we are lucky to not be where Sheffield Wednesday are.

I think it is fair to suggest that this season was always going to be rocky and there is time needed before the club considers itself prem ready.

The real question is whether Mason can improve things with time. He still has the dressing room despite away form which is a positive.

[baggieal]

This was a good letter I thought. Highlighting just how significant the task was coming in and steadying the ship.

Forget promotion, we are lucky to not be where Sheffield Wednesday are.

I think it is fair to suggest that this season was always going to be rocky and there is time needed before the club considers itself prem ready.

The real question is whether Mason can improve things with time. He still has the dressing room despite away form which is a positive.

Increasing empty seats at home and about the worst away following at Hull for many years. Many have had enough. Nobody can convince me Preston, Hull or Millwall have better players but they do have a manager who gets them to consistently play decent football,

Nothing changes with Mason. What was his tactical plan second half against Hull? Maybe the players like him because he’s not strict unlike Corberon. How many staff members like some managers because they are easy and a good laugh although they could be awful. Would those staff members swop to a better manager albeit he might be really strict on work load etc! Many would not!

Personally I feel Nestor does not want to lose face under a ridiculous three year contract for a guy who has never managed. I can’t even see green shoots as some would say Sheffield could have been three up in the first half.

I had tickets for Hull but couldn’t be bothered to watch us get defeated once again. That second half proved me right.

Just my opinion of course but seems like the majority are losing faith with Mason.

Patel got us on the cheap and do not blame him but it was not for the love of West Brom FC. It may have even been a better price had it gone into administration - this can happen with a number of businesses.

[baggiematt]

Increasing empty seats at home and about the worst away following at Hull for many years. Many have had enough. Nobody can convince me Preston, Hull or Millwall have better players but they do have a manager who gets them to consistently play decent football,

Nothing changes with Mason. What was his tactical plan second half against Hull? Maybe the players like him because he’s not strict unlike Corberon. How many staff members like some managers because they are easy and a good laugh although they could be awful. Would those staff members swop to a better manager albeit he might be really strict on work load etc! Many would not!

Personally I feel Nestor does not want to lose face under a ridiculous three year contract for a guy who has never managed. I can’t even see green shoots as some would say Sheffield could have been three up in the first half.

I had tickets for Hull but couldn’t be bothered to watch us get defeated once again. That second half proved me right.

Just my opinion of course but seems like the majority are losing faith with Mason.

Patel got us on the cheap and do not blame him but it was not for the love of West Brom FC. It may have even been a better price had it gone into administration - this can happen with a number of businesses.

I think most fans arent in the camp of not giving a manager a chance and taking the Watford approach.
I also think most fans thought Corberan was a great gaffer but you disagreed, which kind of makes you think that it doesnt matter what most people think anyway.

Performances have gotten better. I thought we were great against Sheffield United after a rocky start. We outplayed Hull and were unlucky to lose. Losing when youre playing better is down to mentality and we have had a mentality issue away from home long before Mason.

Patel has been a saviour for us and not only kept us alive, but also competitive despite having to sell our best players. I think we are on the right path given where we have had to come from and perspective is very important.

[baggieal]

I think most fans arent in the camp of not giving a manager a chance and taking the Watford approach.
I also think most fans thought Corberan was a great gaffer but you disagreed, which kind of makes you think that it doesnt matter what most people think anyway.

Performances have gotten better. I thought we were great against Sheffield United after a rocky start. We outplayed Hull and were unlucky to lose. Losing when youre playing better is down to mentality and we have had a mentality issue away from home long before Mason.

Patel has been a saviour for us and not only kept us alive, but also competitive despite having to sell our best players. I think we are on the right path given where we have had to come from and perspective is very important.

Perhaps the empty seats and the poor following at Hull and the hundreds of negative comments on social media are incorrect in your head. Would you be happy going to all those away games without a single point or in some matches a single attempt at goal! I agree with you we outplayed Hull in the first half but tactically we were poor in the second half.

Do you think Millwall, Preston and Hull to name but a few with no better players and consistently playing decent football are lucky?

As for Carlos he was great in the first season and could not take us any further in the second. Bit like Valencia. Don’t see piles of money thrown at Derek McInnes and Hearts who have financial peanuts compared to Rangers and Celtic. I could mention a number of managers who have no or little money but are doing a great job.

[baggiematt]

Perhaps the empty seats and the poor following at Hull and the hundreds of negative comments on social media are incorrect in your head. Would you be happy going to all those away games without a single point or in some matches a single attempt at goal! I agree with you we outplayed Hull in the first half but tactically we were poor in the second half.

Do you think Millwall, Preston and Hull to name but a few with no better players and consistently playing decent football are lucky?

As for Carlos he was great in the first season and could not take us any further in the second. Bit like Valencia. Don’t see piles of money thrown at Derek McInnes and Hearts who have financial peanuts compared to Rangers and Celtic. I could mention a number of managers who have no or little money but are doing a great job.

I dont really care what social media comments say. I watched it so I can form my own view. We should have been 2-0 up at half time and then it’s a different game.

It’s not always about money but it is about having good players. The likelihood of getting good players goes up when you have money to spend. Its not often that the lower spenders succeed against those that spend more.

McInnes only joined in the summer and the club bought some excellent players for cheap on the back of a stable side and hes had it easy with Rangers and Celtic being dreadful. Dont get me wrong he is a decent gaffer and club legend but his cv is checkered. Sometimes its just right place, right time.

Corberan was successful with us with no budget and reached the play off final with Huddersfield with no budget. It’s not easy to progress a side season on season when you cant get new and decent players.

[baggieal]

I dont really care what social media comments say. I watched it so I can form my own view. We should have been 2-0 up at half time and then it’s a different game.

It’s not always about money but it is about having good players. The likelihood of getting good players goes up when you have money to spend. Its not often that the lower spenders succeed against those that spend more.

McInnes only joined in the summer and the club bought some excellent players for cheap on the back of a stable side and hes had it easy with Rangers and Celtic being dreadful. Dont get me wrong he is a decent gaffer and club legend but his cv is checkered. Sometimes its just right place, right time.

Corberan was successful with us with no budget and reached the play off final with Huddersfield with no budget. It’s not easy to progress a side season on season when you cant get new and decent players.

I certainly would not call Corberon successful as what did he win? Good yes. I would call clubs like Sunderland and Luton successful who were promoted. Corberon had a good year but before he went in his second year you needed a book at most matches. Then some said Pulis was boring in a quality Premier League.

Corberon did not have a plan B to win and was too cautious. So we now have a young chap at 34 who has never managed and who is his assistant - step forward Abella. Then some wonder why Mason does not go on the front foot and too cautious,

Just my view but anything less than a win from Bristol and the crowd will be toxic. Would this be harsh in a truly embarrassing league position - going no-where and a team of players who are no worse than the likes of Preston, Millwall and Hull.

[Omegstrat6]

I thought that a lot of what Nestor says makes sense but two things are clear in terms of the immediate future-1) funds remain very tight so don't expect much from the January transfer window despite the obvious lack of squad depth and 2) Mason isn't likely to go anywhere soon. The obvious problem is that, whilst we have improved over more recent games, we are still far too inconsistent and quite apart from testing the patience of fans, if this continues we will be lucky to end up much above the drop zone by the end of the season.