Aune Heggebo's controversial goal and a classy solo effort by Jimmy-Jay Morgan secured victory for West Bromwich Albion in their opening game of the new Championship season as they survived a Norwich City onslaught and a late Mathias Kvistgaarden reply at Carrow Road.

Norwich dominated proceedings and created chances which Albion goalkeeper Max O'Leary and centre-halves Nat Phillips and George Campbell cut out.

However, Albion produced a sucker-punch with Heggebo's opener - though the forward appeared to force the ball over the line with his arm as Norwich players appealed against the decision to allow the goal.

Morgan struck a second in the closing stages and, despite Kvistgaarden finally breaching the Baggies' goal in stoppage time, the visitors held on for the win.

Norwich almost broke the deadlock in the opening minutes when Kenny McLean, having played a one-two with Anis Ben Slimane, forced a low save from Baggies goalkeeper Max O'Leary.

Andre Brooks curled over the bar from the edge of the area as the home side continued to dominate before Kellen Fisher became the latest in a yellow shirt to test O'Leary.

The half-time break did not disrupt Norwich's tempo all too much, although they were helped by sloppy play in the first ten minutes of the second half. Ousmane Diakite gave the ball away cheaply in midfield and Brooks tried to catch O'Leary off guard from just inside the visitors' half.

Moments later, Albion were caught in possession again when attempting to play out from the back and Slimane was only denied when pulling the trigger by a late recovering challenge from Phillips.

The centre-half was again to his side's aid just after the hour mark when Paris Maghoma danced into the penalty area and teed up Brooks, who struck Phillips' chest with his effort.

Phillips went close at the other end with a header from Callum Styles' corner, but the hosts remained the likeliest to break the deadlock and O'Leary again had to be alert and save with his legs when Fisher popped up at the far post.

Remarkably, Albion took advantage to nudge themselves in front. Styles found Morgan on the overlap and his cross was forced over the line from close range by Heggebo, much to the derision of the Norwich defenders who insisted the Norwegian had handled the ball.

Vladan Kovacevic's fingertips denied what would have been a superb Isaac Price goal when the Northern Ireland international almost curled his shot into the top corner from distance, but Morgan did double the lead thereafter when he drove into the penalty area and picked out the bottom corner.

Kvistgaarden did pull one back after O'Leary pushed Jacob Wright's attempt into his path, but the Baggies held on for a third straight opening day victory.

Norwich City boss Philippe Clement told BBC Radio Norfolk:

[On West Brom's opening goal] "It was a decisive moment in the game. I think this is a clear-cut goal that should be disallowed.

"We were dominating the game, we were creating the chances, the best chances, most chances.

"Then they have one counter-attack where they make it 0-2, but you see again the right reaction from my team and they kept going and we scored the goal. But we should have scored much more goals today.

"You have games where things don't go your way, for sure it was the case today because my team deserved the three points."

West Brom boss James Morrison told BBC WM:

"We suffered at times. Max had to step up with big saves. There were some big blocks, and that is what you need to do sometimes when you come to a top team.

"I didn't like some of the performance. I get it, it's the first game of the season. I was wary of the intensity going up and you could see that some of the lads were feeling that, but hopefully they can feel the pre-season work got them over the line.

"The Championship is gruelling and, in games, it can open up and spaces do become available. It's just about whether you can take the chances or not.

"It was a bit of class from JJ to finish it off. Even Bo's goal, we made a few passes, got into the spaces we'd talked about and it was a nice ball in. He was there to finish it off."