Tony Bloom is aiming high for the coming season – with Europe as a target.

Home fans get their first sight of new-look Albion this afternoon when they play Villarreal in a friendly at the Amex.

Bloom is looking forward to seeing how things progress under head coach Fabian Huerzeler.

He said: “We are aiming high. We don’t have a ceiling.

“We enjoyed playing in Europe last season so certainly that will be the aim.”

Bloom kicked off his sporting weekend by attending the Brighton Bullet six-furlong contest at Brighton Racecourse, which is run in memory of his late grandfather Harry.

He was joined by several members of the family, who have sponsored the race for many years. 

But thoughts are also on the coming Premier League season.

He told Sky Sports: “Really excited. Always looking forward to the season ahead.

“The squad is looking good and all the fans are looking forward to what is to come this season.”