West Bromwich Albion reported to be in 'advanced talks' to sign Sheffield United-linked forward
West Bromwich Albion are reportedly in advanced talks to sign Sheffield United-linked forward Jimmy-Jay Morgan from Chelsea.
The 20-year-old, who can also operate as an attacking midfielder, spent the 2025/26 season on loan at Peterborough United in the third tier of English football.
He delivered a 14-goal haul across all competitions, impressing in a Posh side that finished 18th in the League One table.
Chelsea's Jimmy-Jay Morgan has been linked with a clutch of Championship clubs.placeholder image
Chelsea's Jimmy-Jay Morgan has been linked with a clutch of Championship clubs. | James Fearn/Getty Images
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In April, the BBC reported that Sheffield United were tracking Morgan along with their Championship counterparts Swansea City and Preston North End.
However, it appears West Brom are leading the race to secure the England youth international’s signature.
According to Football Insider’s Pete O’Rourke, the Baggies are progressing in talks over a permanent deal for the former Southampton prospect.
Posting on X, he said: “Understand Chelsea striker Jimmy-Jay Morgan is in advanced talks over a move to West Brom in a permanent deal. The England U20 international impressed on loan at Peterborough last season.”
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Morgan is renowned for being deadly in front of goal and an industrious figure at the top end of the pitch. He would arguably be a huge coup for West Brom, who are led by former Middlesbrough midfielder James Morrison.
When Peterborough signed Morgan on loan last year, the club’s then-manager Darren Ferguson said: “Jimmy is a very good young striker and I am delighted to get him.
“He moved from Southampton to Chelsea, has gone out on loan to Gillingham, which he needed to experience that rougher part of the game, but we know what we are getting.
Jimmy-Jay Morgan scored 14 goals in 39 appearances during his loan spell at Peterborough United.placeholder image
Jimmy-Jay Morgan scored 14 goals in 39 appearances during his loan spell at Peterborough United. | Cody Froggatt/PA Wire
“He is a good finisher, is aggressive with his press, a really nice lad too and I think he will be a really good addition.”
It appears Sheffield United may have to look elsewhere if they want to bolster their frontline this summer. Blades boss Chris Wilder currently has Patrick Bamford, Tom Cannon, Tyrese Campbell and Ryan One at his disposal.