Albion are in talks with West Midlands van maker LDV about a six-figure shirt sponsorship deal for the return to the Premier League.

The Baggies are talking to LDV about the company’s Maxus brand replacing T-Mobile on the club’s shirts for the new season.

But the proposed deal could still fall through as the parties race against time to reach an agreement ahead of the launch of Albion’s new shirts, which is due later this month.

LDV, which is based in Washwood Heath, Birmingham, has emerged as the company whose interest prompted Albion to delay an announcement on sponsorship.

The Baggies were hoping to finalise a package with a new company well before the end of June in order to get their new shirts on sale.

However, the club remain keen to get the biggest deal possible now they are back in the Premier League and news of possible fresh interest meant the deadline for a deal was put back until at least the end of this week.

The Baggies have been in talks with Russian-owned LDV for several weeks about taking over the lead sponsor’s role that was vacated by T-Mobile at the end of last season.

But it remains to be seen whether a satisfactory deal can be done in the time remaining, with time now running out for the club to get shirts on sale for the summer holiday market.

The going rate for a sponsorship deal at the lower end of the Premier League has been around £1m in recent years but it appears unlikely that Albion will be able to land a seven-figure contract in the current financial climate.

LDV are in the market for new sponsorship opportunities after their buyout by Russian firm Gaz Group ended several years of turmoil. News of the sponsorship talks also explains how wide-of-the-mark rumours began linking billionaire Gaz Group owner Oleg Deripaska with a move to buy Albion.

The firm was bought from American hands by Gaz Group in 2006 and has since installed a £6m chassis cab manufacturing line at its Washwood Heath factory and introduced a wide range of additional Maxus vehicles including ambulances, minibuses and chassis cabs.