 The club were less successful during the reign of Don Howe , and were relegated to Division Two at the end of 1972 – 1973 , but gained promotion three years later under the guidance of player @-@ manager Johnny Giles . Under Ron Atkinson , Albion reached the 1978 FA Cup semi @-@ final but lost to Ipswich Town . They were then the first Western football team to tour China , playing several exhibition games over 3 weeks . In 1978 – 79 , the team finished third in Division One , their highest placing for over 20 years , and also reached the UEFA Cup quarter @-@ final , where they were defeated by Red Star Belgrade . In his second spell as manager , Ronnie Allen guided the team to both domestic cup semi @-@ finals in 1981 – 82 . The mid @-@ 1980s saw the start of Albion 's longest and deepest decline . They were relegated in 1985 – 86 with the worst record in the club 's history , beginning a period of sixteen years outside the top flight . Five years later the club were relegated to the Third Division for the first and only time . 
