West Brom have beaten Sunderland to the signature of striker Kevin Phillips from Aston Villa for £700,000.
Phillips is wanted by Sunderland and West Brom
The two clubs were given permission to talk to the 33-year-old after having bids for the player accepted.
Phillips was in the Villa squad to play Reading on Wednesday but manager Martin O'Neill has allowed him a speedy exit.
"We have signed a vastly-experienced player who has played at the top level throughout his career," Baggies boss Bryan Robson told his club's website.
He added: "His anticipation to get himself a chance, and the quality he has got in converting those chances, are the reasons we have brought him here."
Black Cats boss Niall Quinn will be disappointed at being rejected by his former strike partner.
With Sunderland bottom of the Championship, Quinn was keen to bring cult hero Phillips back to spark a revival at the Stadium of Light.
In their classic little-and-large partnership, Phillips scored 130 goals in 235 appearances.
But he has chosen to go to The Hawthorns and signed a two-year deal after passing a medical.
Phillips spent only one season at Villa Park after moving from Southampton and managed just five goals in an injury-hit campaign.