A Trusted Market

The English Championship has long turned to Scandinavia in search of value. Since 2004, more than 200 players from the region have featured in the second tier, many earning cult status — from Victor Gyökeres’ explosive spell at Coventry to Stefan Johansen’s composed midfield presence at Fulham and QPR.

✍️ West Brom are set to sign Brann striker Aune Heggebø for £4.75m.

7 goals in 13 league games this season ⚽️#wba pic.twitter.com/GVvReSHrvc

— The #EFL Zone (@TheFLZone) July 4, 2025

West Bromwich Albion are the latest club to follow that well-worn path. Their £4.7 million move for Brann striker Aune Heggebø is a significant financial outlay in a league where even promotion chasers tend to operate on tight margins. At 23, Heggebø has no experience outside of Norway - but for head coach Ryan Mason and Albion’s recruitment team, the potential upside is worth the gamble.

The Numbers

Heggebø’s 2025 campaign has been his most complete to date. Seven goals in 13 Eliteserien starts marked a strong return, building on an 11-goal tally from just 15 starts the season before. He’s not a new name in Norway either - since breaking through as a teenager in 2021, he has posted consistent output for Brann, reaching double figures in three of the past four seasons.

But it’s not just volume. The variety of Heggebø’s goals offers a glimpse into why West Brom were willing to spend. He scores with both feet, attacks crosses well, and times his movements into the box with intent. His first touch regularly creates space for a shot, while his 6'1" frame makes him a useful target for lofted service. His statistical profile backs up that impression:

Key Stats

• 7 goals, 1 assist in 13 starts
• 3.0 shots per 90, 1.4 on target
• 12.8 accurate passes per 90 (70% accuracy)
• 44% dribble success rate
• 1.2 tackles per 90 Stats from Sofascore in the 2025 Eliteserien.

There are weaknesses - his passing can be erratic, and his defensive intensity out of possession is inconsistent. But in modern football, where reliable goalscorers are increasingly difficult to find, Heggebø brings traits that are both tangible and transferable.

Why Now, and Why West Brom?

West Brom’s striker situation has been unstable for some time. Neither Daryl Dike nor Josh Maja have been able to maintain fitness over a full season, and both are entering the final year of their contracts. Since the 2018/19 campaign - when Dwight Gayle and Jay Rodriguez hit 24 and 22 league goals respectively - no Albion striker has broken the 20-goal barrier in a single league season.

Mason, appointed this summer, has inherited that problem and moved quickly to address it. Heggebø may be unproven outside Norway, but the decision to invest in him now speaks to both short and long-term planning. His age profile suits a manager looking to build a young, flexible attacking core - and crucially, the club sees him as a player capable of starting immediately.

The move has already been met with enthusiasm in Norway. Heggebø’s father hqw described his son’s transfer as a “dream come true,” adding that the family had “full faith” in the project laid out by West Brom. There’s belief - internally and externally - that this is the right step at the right time.

Tactical Fit

While Mason’s tactical blueprint is still being shaped, early signs suggest he’ll favour a front-footed, transitional style - similar in many respects to his interim spell at Spurs, where verticality and direct forward play were prioritised.

Heggebø fits that mould. He is not a traditional target man, but his blend of physical presence and quick decision-making suits a side looking to break quickly through the lines. His off-ball movement, in particular, could dovetail well with the likes of Grady Diangana and Jed Wallace cutting inside from wide areas, giving Mason the option to play with either a front three or a narrow diamond.

He may also benefit from reduced creative burden. His passing accuracy is not especially high - just 70% - but if deployed as a central outlet rather than a link player, that weakness is less likely to be exposed. Instead, Albion will be hoping he can replicate the clinical instincts he showed in the Eliteserien - and adapt quickly to the Championship’s more physical, less forgiving rhythm.

The Verdict

This isn’t a low-risk move. Heggebø arrives with no experience in England, and translating success from the Norwegian league is no guarantee of success. But the fee — significant by Championship standards — reflects belief in his long-term value.

If Mason can provide structure, supply, and patience, Albion may have found a forward capable of finally ending their striker drought — and helping them push into the top-six conversation.

At the very least, Heggebø is a clear statement of intent from a club that has too often relied on short-term fixes. Now, it’s about proving that £4.7 million was well spent.