Only last summer, West Brom unveiled the striker as their club-record signing. One season and just four league goals later, there's another one in town.
It is a sign of the modern-day transfer market that West Brom recently announced the club-record signing of Salomon Rondon for £12 million (fee as per BT Sport among others), merely a year after doing the same with Brown Ideye.
Last summer, the Midlands outfit signed Ideye for a then club-record £10m fee, as reported by the BBC. Different player, slightly different fee - but a very similar transfer in every other way.
Of course, the key difference is that of the manager. Alan Irvine was in charge when the Nigerian was brought to the Hawthorns, Tony Pulis has masterminded the Rondon capture.
But should Ideye be worried after the signing of the 25-year-old forward?
It must feel awfully strange for the striker to know he was in exactly the same position last summer. Just four Premier League goals later, however, and his claim to fame as West Brom's record signing is gone.
The future of Saido Berahino remains unclear yet, even should the young forward be sold, Ideye will already face heavy competition up front at the Hawthorns and the minute detail that he cost £2m less than Rondon could play a big part.
Rickie Lambert will surely get plenty of game time for the Baggies, while so too should Rondon. Then there's Victor Anichebe (and, if Berahino stays, he'll be a key player once again).
Of course, Pulis does like having a few strikers to choose from and, at his previous clubs, he has often made use of several at different stages of a campaign - sometimes as an impact sub, sometimes with a sporadic run of starts.
Ideye has to be on his toes, though, as the increased competition at West Brom could no doubt have been avoided, at least in part, had he consistently delivered the goods last season.