Born and bred in Birmingham, Bob Latchford’s status as a goal machine in the 1970s made him a huge favourite among fans, and his ability to deliver in crucial moments earned him widespread respect.
PART ONE
After signing with Second Division Birmingham City in 1967, Latchford made his debut for his local team the following year and soon demonstrated his natural ability to find the back of the net. The St Andrew´s club recognized Latchford’s promise early on, and his goal scoring prowess quickly became evident. His physical strength and height made him an imposing figure on the pitch, a quintessential English centre forward who could dominate defenders in aerial duels and hold up the ball to bring others into play.
In the promotion winning season of 1971-72, Latchford managed to score 23 goals in 42 league appearances for Birmingham. Going into the campaign, City were a team with ambition but also a lingering sense of frustration, having flirted with promotion in previous seasons without quite sealing the deal. The responsibility for leading the line fell upon the broad shoulders of Latchford, and it was a weight he bore with both grace and grit. Moreover, with the likes of Trevor Francis providing creativity, and the ever-reliable Roger Hynd marshalling from the back, this was a team that could not be discounted.
Latchford’s season started in steady fashion, with Birmingham picking up a gritty 1-1 draw away at Sunderland before securing a narrow 3-2 victory at home against Carlisle United, a match in which his striking partner Alan Campbell found the net. However, early inconsistencies hampered their charge, as defeats against Portsmouth and Hull City saw the Blues slipping down the standings. Nevertheless, the arrival of September saw a resurgence, with Latchford instrumental in a 4-1 demolition of Charlton Athletic at St Andrew´s. It was a match where his older brother, Dave Latchford, was steady in goal while Bob’s name became ever more synonymous with scoring.
In a campaign marked by tight encounters and defensive battles, Bob Latchford’s ability to find goals in crucial moments set him apart. His hat-trick against Watford in a convincing 4-1 home win sent a statement to the rest of the division, while a solitary strike against Bristol City proved decisive in a tense 1-0 triumph at St Andrew´s. Similarly, in a hard-fought draw away at Swindon Town, it was again Latchford who found the onion bag, demonstrating a knack for delivering when it mattered most.
By the turn of the year, Birmingham had solidified themselves as serious promotion contenders. The Boxing Day fixture against Cardiff City, played in front of over 40,000 spectators at St Andrew´s, saw Latchford lead the line in a commanding 3-0 victory. His influence was clear—not just as a goal-scorer, but as a focal point in attack, bringing others into play and bullying defenders into submission.
However, every promotion campaign has its defining moment, and for Birmingham, it arrived in January. A resounding 6-3 victory over Portsmouth at St Andrew’s was as much a statement of attacking intent as it was an exhibition of Latchford’s prowess. He grabbed two goals in that game, alongside a double from Bob Hatton, and the Birmingham faithful sensed that something special was brewing.
The latter months of the season saw Birmingham enter a different mode—one of pragmatism and sheer determination. A 4-1 thrashing of Swindon Town and a clinical 4-0 dismantling of Norwich City in March kept the momentum going, and even the tension-laden 0-0 draw against Queens Park Rangers, in front of 35,000 supporters at St Andrew´s, had an air of inevitability about it. Latchford, by this stage, was not just a goal-scorer but a talisman, his presence alone enough to unnerve defenders.
April was a month of tension, elation, and eventual celebration. A pulsating 2-2 draw away at Carlisle United kept Birmingham firmly in the mix before a dramatic finale saw them over the line and into the top flight. The Second Division had been a proving ground, and Latchford had passed the test with distinction.
PART TWO
Latchford’s performances with the Brummies earned him wider attention, and his growing reputation as a formidable striker did not go unnoticed by clubs in England’s top division. Over time, his consistency in front of goal was something that would soon attract the attention of Everton, a club with grand ambitions in the top tier of English football.
In February 1974, Latchford made a sensational move to Everton, one that involved a then-British transfer record fee of £350,000. This deal not only brought him to Goodison Park but also involved Howard Kendall and Archie Styles moving to Birmingham as part of the transfer. At Everton, Latchford found the perfect stage to display his talents, and he did so with remarkable consistency. He managed to register 7 seven goal in 13 appearances in his first season with the Toffeemen, but his real breakthrough came the following season.
From the outset, the 1974-75 the campaign carried a sense of anticipation, and while a goalless draw against Derby County in the opening fixture wasn’t the most thrilling of starts, the following games provided a sharper glimpse of Everton’s attacking capabilities. A 2-1 victory over Stoke City saw Joe Royle find the net twice, but it was in the next match, away at West Ham United, that Latchford got off the mark. His goal on the stroke of half-time put Everton ahead, and with Colin Harvey sealing the win in the closing stages, Billy Bingham´s boys left Upton Park with a well-earned 3-2 triumph.
As the season progressed, Latchford continued to prove his worth. A brace against Arsenal at Goodison Park in a 2-1 victory at the end of August highlighted his clinical finishing, and his 58th-minute strike against Coventry City ensured Everton salvaged a point in a tricky away fixture. Furthermore, his goal against Queens Park Rangers, in a 2-2 draw at Shepherd´s Bush, reinforced his knack for delivering in crucial moments. However, Everton’s form remained somewhat erratic, as they alternated between spirited performances and frustrating draws, often failing to convert dominance into victories.
Nevertheless, Latchford remained a focal point, consistently posing problems for opposition defences. As winter set in, he delivered again, scoring the winner against Derby County at the Baseball Ground in December. It was a stellar performance that encapsulated his ability to capitalise on half-chances, a trait that would serve him well throughout his Everton career. Despite his best efforts, though, Everton’s struggles with inconsistency persisted. The Christmas period brought a shock 3-2 home defeat to unfancied Carlisle United, a reminder that for all their promise, the men in blue shirts still lacked the ruthlessness required to mount a serious title challenge.
As the new year arrived, Latchford once again showcased his importance, bagging a brace in a commanding 3-0 win over former employers Birmingham City at St Andrew´s. It was a match that summed up Everton at their best—clinical, composed, and in control. Yet, just when momentum seemed to be building, a narrow 2-1 defeat to Manchester City at Maine Road in early February stalled their progress. Nevertheless, Latchford continued to lead the line with purpose, adding another goal in a convincing 3-1 victory over Division One newcomers Luton Town at Goodison Park.
By the end of the season, Latchford had cemented his status as Everton’s main attacking threat, finishing as the club’s top scorer with 14 league goals. His contributions ensured a respectable fourth-place finish, albeit tinged with the lingering feeling that Everton could have achieved more had they maintained greater consistency.
The 1975-76 term saw Latchford continue to demonstrate his clinical finishing ability. Everton, under the sound management of Billy Bingham, were looking to build on their solid performances from the previous campaign. Latchford played a crucial role, leading the line with power, pace, and a keen eye for goal. His aerial prowess was a major asset, and he often got on the end of crosses from the likes of Dave Thomas and Mike Bernard.
Latchford’s goals were instrumental in keeping Everton competitive in the First Division. even though the team was unable to mount a serious title challenge, his consistent performances in front of goal gave the Goodison Park faithful plenty to cheer about. He was Everton’s top scorer for the season, with a tally of 13 goals that underlined his reputation as one of the best strikers around.
One of his most memorable performances came in a hard-fought encounter against Birmingham City, his former club. Latchford, showing no sentimentality, found the net in a resounding 5-2 home victory for Everton. His ability to hold off defenders, combined with his sharp instincts in the box, made him a nightmare for opposition defences.
Despite Everton finishing outside the top spots in the league, Latchford was increasingly seen as a player who could propel the club towards silverware in the coming years. Undoubtedly, his presence in the squad was a sign of Everton´s ambition, and his ability to score a variety of goals – whether from close range, powerful headers, or long-range efforts – kept him in the spotlight.
PART THREE
From the very first game of the 1976-77 season, Latchford set the tone for his individual campaign, scoring twice in a rampant 4-0 triumph over Queens Park Rangers at Loftus Road. It was a dream start, yet, in a way that would become a recurring theme, Everton failed to maintain momentum, stumbling to a disappointing 1-1 draw with Ipswich before suffering a humbling 2-0 defeat to Aston Villa. Thus, the familiar pattern of promise followed by frustration was established, mirroring Everton’s fluctuating form throughout the campaign.
Nevertheless, Latchford’s instinct for goal was unwavering. He struck again in a 1-1 draw against Leicester, added another in a 3-0 triumph over Stoke, and found the net in a 2-0 victory against Bristol City. Yet, despite his contributions, Everton could not shake their maddening inconsistency, veering between promising results—such as a hard-earned 3-2 home win over West Ham—and crushing defeats, including a demoralising 4-1 hammering at Newcastle and an embarrassing 4-0 capitulation at Old Trafford.
In consequence, the Toffeemen drifted in the league, neither flirting with relegation nor genuinely challenging for silverware. Latchford, however, continued to plough his lonely furrow, a shining beacon in an otherwise erratic side. His headed goal against Tottenham in a thrilling 3-3 draw at White Hart Lane in October demonstrated his aerial prowess and unerring finishing, while his strike in a 2-0 win over Derby at Goodison the following month reinforced his importance.
By the time spring arrived, Everton were mired in mid-table mediocrity, yet Latchford refused to let his standards drop. A late-season flourish saw him strike in a 4-0 demolition of Spurs at Goodison Park in March, while a vital goal in a 3-2 victory over Derby at Baseball Ground in April highlighted his tenacity.
Following a composed finish in a 1-1 draw against Birmingham at St Andrew´s on 14 May, he closed the season in familiar fashion—on the scoresheet—finding the back of the net in a 2-0 triumph against Sunderland at Goodison Park five days later. Ultimately, Latchford’s efforts were not enough to drag Everton beyond ninth place in the top flight standings, but his 17 league goals were a confirmation to his quality, resilience, and sheer determination.
As for the FA Cup, Latchford found the net in the fourth round against Swindon Town and again in the fifth round against Cardiff City, his predatory instincts proving decisive as Everton battled through the rounds. Furthermore, when the stakes rose in the quarter-finals, he was there again, scoring in a crucial 2-0 victory over Derby County, propelling Gordon Lee’s side into a semi-final clash with their bitter rivals, Liverpool. But despite an action-packed 2-2 draw in the first encounter, Everton were swept aside 3-0 in the replay, as their Merseyside neighbours marched on to Wembley.
In the League Cup, Everton managed to reach the final for the first time in the history of the club. From the early rounds, which included dominant wins over Cambridge United and Stockport County, Latchford’s knack for scoring kept the Toffees on course. The quarterfinal clash against Manchester United, where he played a crucial part in a resounding 3-0 victory, further demonstrated his goal-scoring consistency.
However, the semi-finals would test Everton’s resolve. In a tense, two-legged affair against Bolton Wanderers, Latchford’s resilience shone through. After a closely-contested 1-1 draw at home, they triumphed 1-0 in the away leg, thanks in part to his efforts. Despite the team’s best efforts in the final against Aston Villa, the match ended in a goalless stalemate, sending the game to a replay, where Latchford once again made his mark, scoring in a 1-1 draw. But the final replay was a heartbreak for Everton fans, with Villa emerging victorious, despite Latchford’s goal alongside Lyons in a 3-2 loss.
PART FOUR
His most prolific campaign came in the 1977–78 campaign, when he scored 30 goals, winning a £10,000 prize offered by a national newspaper for being the first footballer to reach that goal tally in a single season. What´s more, Latchford’s ability to score headers, his clinical finishing, and his knack for being in the right place at the right time earned him admiration from Everton supporters and respect across the footballing community.
Despite a promising squad, Everton were inconsistent in the opening months of that season, losing their first two fixtures to Nottingham Forest and Arsenal before finally finding their feet with a 2-1 win away at Aston Villa.
As the campaign progressed, Latchford became an unstoppable force, combining power, precision, and an unerring ability to be in the right place at the right time. His first league goal came in a 5-1 demolition of Leicester City at Filbert Street on 10 September, a game in which Everton finally found their attacking rhythm.
What’s more, it was the beginning of a remarkable run for Latchford, who would go on to score in each of the next three league matches, including a 1-1 draw against Manchester City and a crucial goal in the 3-1 victory over West Bromwich Albion. By early October, it was clear that Latchford wasn’t just in good form—he was embarking on something truly extraordinary.
If there was ever any doubt about Latchford’s credentials as one of the country’s finest strikers, his four-goal haul against Queens Park Rangers at Loftus Road on 8 October silenced them. To score a hat-trick in a top-flight match is an achievement in itself, but to add a fourth is an emphatic statement of quality. Everton ran out 5-1 winners, with Latchford at the heart of everything good about their attacking play.
Furthermore, the goals kept coming. A brace against Newcastle United in a thrilling 4-4 draw, another two against Birmingham City, and a hat-trick in the 6-0 rout of Coventry City underlined his status as the league’s most lethal marksman. At times, it seemed as if Latchford was scoring for fun, and with every goal, the growing buzz around his chances of reaching the fabled 30-goal mark intensified.
As the season entered its final stretch, Everton’s form fluctuated, but Latchford’s focus never wavered. Goals against Manchester United, Leeds United, and Derby County kept the dream alive, but as the final day of the season approached, he remained stuck on 29 goals.
Everton’s last game was against Chelsea at Goodison Park, and the atmosphere was electric. With time running out, a penalty was awarded. The Goodison crowd held its breath. He stepped up and buried it. Cue wild celebrations—not just for Everton securing victory, but for Latchford hitting the magical 30.
Bob Latchford´s goal scoring was not the only asset he brought to Everton. He was a tireless worker, leading the line with determination and always willing to battle defenders to create opportunities for his teammates. Furthermore, his power and physicality, combined with an instinctive sense of positioning, made him one of the most feared strikers in English football during the late 1970s. In total, the central striker clocked up 268 first-team appearances for the Evertonians, contributing 138 goals.
By the time he left the Merseysiders, he was the club’s leading post-World War II goalscorer, a record he held until Graeme Sharp surpassed him in 1989. Only the legendary Dixie Dean had scored more goals in Everton’s history up until that point, illustrating just how integral he had been during his time there.
PART FIVE
In 1981, after a brief guest stint with Brisbane Lions in Australia where he scored 4 goals in 4 appearances, Latchford left Everton for Swansea City, who had just been promoted to the top tier of English football under manager John Toshack. A man for all seasons, Latchford quickly settled down and made an immediate impact, registering a hat-trick on his debut for the Swans.
His arrival at Vetch Field was seen as a major coup for the club, and his presence up front gave them a significant attacking threat. Moreover, his time at Swansea was marked by his consistent goal scoring, as he found the net 35 times in 87 league appearances during his three-year spell. Just like at Everton, his goals-per-game ratio was impressive, averaging nearly a goal every other game. Despite his contributions, Swansea struggled to maintain their position in the top division, and by the time Latchford left the club in 1984, they had been relegated.
Nevertheless, Latchford’s impact at Swansea cannot be understated. He became a massive fan favourite for his commitment and ability to deliver crucial goals, and his influence on the pitch helped Swansea establish themselves, even briefly, as a competitive side in the First Division.
After leaving Swansea, Latchford embarked on a brief spell abroad, signing for NAC Breda in the Netherlands. Although his time in Dutch football was short, he made an instant impression, scoring 13 goals in 15 appearances. His natural goal scoring instinct once again shone through, even in a different footballing culture.
Latchford’s final years as a professional footballer saw him return to the lower divisions in England, playing for Newport County and later Merthyr Tydfil. Despite no longer being at the peak of his powers, his professionalism and love for the game kept him performing at a high level. He eventually retired from playing in 1987, bringing an end to a career that spanned nearly two decades.
While Latchford was widely regarded as one of the top forwards in English football during the 1970s, his international career did not reflect his club success. He earned his first full cap for England in a World Cup qualifier against Italy in 1977 and went on to make 12 appearances for his country, scoring 5 goals.
Bob Latchford’s style of play, which relied heavily on his aerial prowess and physicality, perhaps did not fit the tactical approach favored by the England managers of the time. Nevertheless, when called upon, Latchford always gave his all for the national team, and his goalscoring record in limited appearances remains respectable. Despite his ability, he was never able to fully establish himself as a regular starter for England, with competition from the likes of Kevin Keegan and Trevor Francis limiting his opportunities.