Jimmy Hagan was in his third season in charge at the club by the time of the 1965 – 1966 campaign and it proved to be a fine one for Albion. The highlight of their season came in reaching the League cup final, meeting West ham United in the final encounter a match that West Brom won 4-1 to win the trophy. They also enjoyed a fine league season as they finished the campaign off in sixth position in the top flight.
The 1966 – 1967 campaign saw Albion reach the league cup final for a second successive year, on this occasion suffering a 3-2 defeat against Queens Park rangers at Wembley.

Alan Ashman took charge at the club at the beginning of the 1967 – 1968 season and the response proved to be immediate as West Brom were in emphatic form through out the campaign as they finished off in a very respectable eighth position and reached the FA cup final for the first time in fourteen years, meeting Everton in the final. After extra time being played, Albion won the match 1-0 and was winners of the 1968 FA Cup. The following year saw West Brom reach the semi final of the FA Cup, suffering defeat against Leicester City in the last four and the 1969 – 1970 campaign proved to be a decent one for Albion as they reached the final of the league cup, however suffered a 2-1 defeat against Manchester City in the final of the competition.