The Baggies finished eighth last season under head coach Steve Clarke, who has added former Chelsea striker Nicolas Anelka, Goran Popov and Diego Lugano to the squad, while the club are awaiting news on Scott Sinclair's potential arrival from Manchester City.
The experienced striker, who has played for five top-flight clubs, including Arsenal, Manchester City and Chelsea, is back in England after an 18-month absence following his arrival at the Midlands club in July.
Anelka is one of three new West Brom signings, with Diego Lugano and promising youngster Matej Vydra also joining from Paris-Saint Germain and Udinese, respectively, with the latter on a season-long loan deal.
And head coach Steve Clarke has already seen the 34-year-old Anelka prove he remains a prolific finisher by netting seven goals in as many preseason friendly games for the club.
The Baggies' boss will be hoping the Frenchman can make an instant impact on his return to the Premier League as West Brom looks to build on last season's eighth-place finish. History is on its side as the club is unbeaten against Southampton at home since May 1984.
But Mauricio Pochettino's men have their own plans, and, after returning to the Premier League after a seven-year absence last season, are targeting a top-10 finish. Southampton have new signings to showcase, too, with Croatia international Dejan Lovren and former Celtic midfielder Victor Wanyama both available to the Argentine ahead of his first full campaign in charge.
Pochettino has a number of injury doubts, though, as he has concerns over young defenders Luke Shaw and Nathaniel Clyne, with the former suffering from a knee injury during a 4-3 friendly win over Real Sociedad on Saturday.
Anelka is likely to start up front alongside Shane Long at The Hawthorns, while Youssouf Mulumbu and Claudio Yacob could hold the midfield line.
Mauricio Pochettino's Southampton side will head into their first game with Luke Shaw and Nathaniel Clyne both doubtful, but Dejan Lovren is expected to make his Premier League debut for the Saints.
Rickie Lambert is likely to be chosen by Pochettino to lead the attack after scoring on his England debut in the Three Lions' 3-2 win over Scotland at Wembley on Wednesday night.
West Brom vs Southampton August 17, 2013
West Bromwich Albion: Foster; Ridgewell, Olsson, McAuley, Jones; Brunt, Mulumbu, Yacob, Morrison; Anelka, LongSouthampton: Boruc; Shaw, Yoshida, Lovren, Clyne; Lallana, Wanyama, Schneiderlin, Cork, Ramirez; Lambert
