Albion chief executive and deputy chairman Paul Barber has paid tribute to Sven-Goran Eriksson, who passed away on Monday.
Paul worked with the former England manager during his time as The FA's director of marketing and communications.
He said, "Like many people fortunate enough to know and work with Sven-Goran Eriksson, I’m deeply saddened at today’s news of his passing at the age of 76 after a battle with pancreatic cancer diagnosed earlier this year.
"During my time at The FA, Sven guided England to the quarter-finals of the 2002 FIFA World Cup in Japan/Korea, and to the same stage of UEFA’s 2004 European Championship. My stand-out memory of Sven’s time as England’s head coach will however always be our 5-1 victory over Germany in Munich in the 2002 World Cup qualifying campaign. A truly special match and performance.
"Sven was always great fun to be around. Quirky, considerate, kind and hugely popular with staff and players alike. Sven could also be direct and disarming in equal measure, and he took great pride in managing England.
"As The FA’s director of marketing and communications, Sven certainly kept me busy at times! Sven was however serious about his work and he always had great respect for his players and colleagues.
"Sven will be sorely missed by everyone who knew him. The football world has lost one of its most charismatic personalities. My thoughts and prayers are with Sven’s family and close friends at such a sad and distressing time."