It was Sir Alf Ramsey in the 1966 World Cup final who came up with the immortal line.

“You’ve won it once, now you’ll have to go out there and win it again,” the England manager told his players after they conceded an injury-time goal to send their game against West Germany to extra-time.

Tony Bloom might have given a similar pep talk to his Albion executive team after they clinched a British record £111 million fee with Liverpool for Moises Caicedo, only to see the player and his ‘people’ dig their heels in.

Almost around-the-clock talks with Chelsea over the opening weekend of the Premier League season meant Albion DID go back out and do it again.

They got the big deal well and truly over the line and negotiated what will again be a British record fee for Caicedo, this time with Chelsea, once add-on clauses are fulfilled.

Brighton have won the transfer window! That is how their work with Caicedo appears to have been interpreted in some quarters after they held firm and had two of the giants battling for him.

Can you really win a transfer window? If you can, you can probably only judge it a year or two from now.

It will require the funds brought in to be used well, which one expects they will be.

Seeing one of the very best players we have ever witnessed in the stripes up sticks and join a rival is, in itself, no reason whatsoever for punching the air.

Chelsea come to the Amex on April 20, or thereabouts, by the way.

But, given the circumstances, Albion will have plenty of reason to believe they played their cards exceptionally well.

Their starting point for the summer was that, if they were to let Caicedo go, the fee had to be at least as much as that Arsenal paid West Ham for Declan Rice.

That was based on potential and age as well as what the two players have done so far.

Technical and executive staff were very much agreed on that starting point, which gave a strong mandate for those who were involved in talks.

Proper talks. Between the people who mattered. And which was going nowhere all the time no acceptable bids were forthcoming.

Liverpool changed that in the early hours of Friday morning and it felt like job done.

Some unease crept in for Albion when the subsequent medical did not happen.

At the time, Jurgen Klopp’s less than enthusiastic comments about the fee being agreed when he spoke to media on Friday morning could be interpreted as him focusing on the football.

But it did not feel quite right and becomes more significant when viewed with hindsight.

Caicedo wanted Chelsea and he wanted London, even though Liverpool, and Alexis Mac Allister, would have benefited hugely from his arrival.

Albion reopened negotiations with Chelsea over the weekend – but only with Liverpool’s blessing.

That last bit was important as the Seagulls had been thoroughly impressed by the way their Merseyside counterparts had done business throughout.

Chelsea brought in co-owner Behdad Eghbali to negotiate with Albion deputy chairman Paul Barber while David Weir maintained contact with Caicedo and his agent as Tony Bloom monitored from a distance without direct involvement.

Albion moved into a tough negotiation with Chelsea, knowing they already had a very good deal with Liverpool but with an opportunity to improve it.

All the time they had the foundation of a player under a long contract, albeit a player who had made it clear he wanted to leave and had already been “forgotten” by his head coach.

Not an ideal situation but retrievable if he ended up having to stay.

By the time of the post-match press conferences at the Amex on Saturday, Liverpool’s bid was still the only one which had been accepted.

BBC Radio 5Live were reporting the same even as Liverpool and Chelsea walked out to do battle at Stamford Bridge on Sunday afternoon.

But there were soon signs it could all be over by late Sunday evening.

Our back page story on Monday morning - with the constraint of an 8pm print deadline on Sunday - reported Chelsea were winning the race as we went to press.

They had pretty much won it. Two long days of negotiations over various aspects of the deal, including numbers and structures, eventually saw to that.

Albion are happy with the timetable with which they receive their guaranteed £100 million.

While nothing can be totally predictable about Chelsea at the moment, it is understood the bonuses totalling £15 million can be fulfilled quite easily and quickly.

These are likely to be based on Caicedo’s appearances and Chelsea reaching various targets as a team.

Albion have lost the prominent players they thought may well go this summer, although the futures of some fringe and back-up men were being discussed yesterday.

In terms of high-profile departures this summer, though, it really is all over now.