The 2017–18 season is West Bromwich Albion's eighth consecutive season in the Premier League and their 140th year in existence. This season West Bromwich Albion will participate in the Premier League, FA Cup and League Cup. Tony Pulis is the club's head coach.

The season covers the period from 1 July 2017 to 30 June 2018, with competitive matches played between August and May.

During the off-season, West Bromwich Albion made several improvements to their stadium, The Hawthorns. The club increased the number of wheelchair bays from 145 to 171 and installed Changing Places toilets, which are a special type of accessible toilet. They also added a sensory area—to cater for young fans on the autism spectrum—and added "nostalgic" artwork to the concourse. The club's season ticket sales hit a seven-year high following a reduction in prices.

The club unveiled two new kits for the season, both of which were manufactured by Adidas. The home attire featured Albion's traditional navy blue and white vertical striped shirts, white shorts and white socks, though the backs and sleeves of the shirts were all navy blue. The away kit comprised white jerseys with red sleeves and red shorts and socks. The team's main shirt sponsor was Palm Eco-Town Development Company, whom West Bromwich Albion owner Guochuan Lai had served as general manager for over 20 years. The deal is thought to be worth £6 million to Albion over two years. Additionally, Albion's shirt sleeves were sponsored by online gambling provider 12BET, following a ruling by the Premier League that allowed clubs to add sponsor's logos to sleeves for the first time.

Assistant head coach Dave Kemp retired after spending over 40 years in football and was replaced by Gary Megson, who returned after having led Albion to the Premier League as manager in the 2000s.Jonny Evans was named as the club's new captain following the departure of Darren Fletcher to Stoke City. Shortly before the start of the new season, head coach Tony Pulis signed a one-year contract extension to keep him at the club until 2019.

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