Albion have secured the signature of Canadian forward Promise David on a season-long loan arrangement.
The transfer could be made permanent for £22 million.
The 25-year-old forward has joined from Royale Union St Gilloise, where he found the net 41 times at a frequency of one strike every two appearances.
He was responsible for 24 of RUSG’s goals during their 2024-25 championship triumph, which marked the club’s first league title in nine decades.
The Belgian side, in which Albion owner Tony Bloom holds a stake, originally acquired David from the Estonian league for approximately £500,000.
His acquisition is expected to address supporters’ worries regarding the absence of a recognised centre-forward.
Georginio Rutter has frequently occupied the striker role during pre-season fixtures, while the club also harbour significant expectations for both Charalampos Kostoulas and, upon his recovery from injury, Stefanos Tzimas.
Evan Ferguson remains sidelined through injury and continues to be associated with a potential temporary switch to Genoa.
The agreement contains a mandatory purchase clause should specified conditions be fulfilled.
Albion sporting director Mike Cave stated that the club had been monitoring Promise for some considerable period.
He is a pure Number Nine who combines impressive physical qualities with a proven ability to find the back of the net.
His exposure to international football and European competition should stand him in good stead throughout the campaign.
At 25 years of age, he is approaching his most productive years, and the club are eager to witness his continued progression within their setup.
David’s strike against Switzerland at the global tournament represented his fourth goal for his nation across 14 international appearances.
Standing at an imposing 6ft 5in, David’s crucial contributions in the latter stages proved decisive in RUSG’s title triumph.
He scored their inaugural Champions League goal and found the target in every round except the final, which he was unable to participate in due to injury, as they claimed the Belgian Cup.