Young forward Jimmy-Jay Morgan brings plenty of intrigue and goal-scoring potential as he makes his move to the Black Country.
The 20-year-old joins Albion on a four-year deal from Chelsea, but his most fruitful experience in senior football came on loan at Sky Bet League One outfit Peterborough United last term.
Upon that evidence, it’s clear why the Baggies have placed their faith in the marksman.
For a striker who can also play as a number 10, it’s difficult to look beyond his goal record last term - notching 12 goals in 34 appearances and proving key to their escape from the third-tier relegation battle.
His poacher-like instincts mean all but one of his strikes were scored within the width of the goalposts.
Morgan wouldn’t have such an admirable record without excellent movement to put himself in those goalscoring positions, though - often arriving late in the box to exploit space by using a strike partner as a foil for third-man runs. This was exhibited by his npxG (non-penalty expected goals), which stood at 9.28 - an overperformance by nearly three goals.
JJ’s movement was perfectly personified by his five-game scoring streak between the end of February and the beginning of April.
Starting with a visit to Northampton Town, in which Morgan’s second-half effort was enough to secure a point for The Posh - keeping up with a fast break, holding his run from the edge of the box, before receiving a cutback to sweep home.
Across the campaign, he was able to put his 5ft 11in frame to superb use by converting four headed goals. When you consider they came from just nine attempts in the air, it’s even more impressive.
Morgan’s keenness to meet crosses was exemplified by his notch at Orient - flying across the near post to meet a wide free-kick to glance the ball past the goalkeeper.
The youngster repeated the trick a match later against Rotherham United, before polishing off a neat counter-attack at the hands of AFC Wimbledon - while his late arrival into the box allowed him to score a header over Luton Town at Kenilworth Road.
How to stop him? Well, opponents committed 81 fouls against him last season - the most-fouled player in his position.
Off-the-ball, there’s plenty to like about Morgan. He ranked within the top 20 per cent of League One players in his position for defensive actions in 2025/26. He’s busy and works tirelessly to torment defenders when they have possession, and JJ’s pressing means he can be “sharp when the opportunities come” on the ball - according to Peterborough boss Luke Williams.
Overall, the forward’s qualities make him an incredibly useful prospect for James Morrison’s men, with room to grow and develop when given regular Sky Bet Championship minutes.
