Tony Bloom has been described as an Albion fan first and a genius second.

Those two qualities along with deep pockets have again come together to help the club compete on the biggest stage.

And this time against the unprecedented challenge of a pandemic which has gripped all aspects of the nation, including football.

Bloom struck as upbeat a tone as he could when he presented accounts which showed a loss of £67.2 million for last season.

Key factors included a fall of £5 million in matchday revenue, or £1 million per game for those fixtures lost to lockdown.

There was a £6 million rebate on the television deal and a delay of about £18 million worth of broadcast revenues, which will show up in next year’s accounts.

Income from merchandise and catering was lost.

There have been other unforeseen costs in delaying the season and then preparing for a return to business in accordance with anti-Covid protocols.

Albion are putting the impact of Covid on last season's accounts at about £25 million.

The question for many Albion fans as they got their heads around these figures may well have been: What about this season?

If last term’s figures are bad after action was halted in March, what on earth will the accounts for 2020-21 look like?

It is, after all, looking increasingly likely that we will not see fans until late in the campaign, if at all.

And certainly not 30,000 sell-outs with packed bars, concourses and lounges before and after fixtures.

Football finance lecturer Kieran Maguire told The Argus: “This season we again have to anticipate sizeable losses.

“I’d expect broadcast income to be up for this season.

“But, of course, we will have lost maybe a whole season of revenue from matchdays.

“That are other implications because people are not buying kits or other sundry items.

“It is going to be another tough year with substantial losses unless there are any player sales before June 30.

“They seem to be in control on the wages but there is not a lot of leeway.

“You have to say, ‘God bless Tony Bloom’. He put in a further £32 million.

“He’s an Albion fan first and a genius second.

“His total loans are just under £304 million plus what he has in shares so it is a phenomenal investment.”

From the financial perspective, Albion have a safety net of valuable assets within their squad.

There are players who could attract big money from major clubs.

Whose exits would make a big dent even in record-smashing losses.

Albion’s policy for some years, however, has been to hold on to key players.

Where they have less to spare is on the pitch.

There is not a lot separating them from where they are now and the loss of that crucial Prem status.

Selling a player or two would ease the finances but at what cost on the pitch?

One line deep within the report accompanying the accounts suggests that will not be happening.

ALBION REPORT RECORD LOSSES

It read: “The club continues to model scenarios in which it invests in order to remain competitive in the English Premier League.”

In other words, Albion still see themselves as a buying, or investing, club rather than a selling club.

The wage bill across the company for the year showed a minor increase to £103.2 million.