Steve Bruce and West Ham United have, as they say in east London, got a little bit of previous.

When West Ham last visited St Andrew's, on the final day of the 2003 season, they knew that they needed to win to have any chance of avoiding relegation but a 2-2 draw confined them to Championship obscurity.

Bruce had stoked the fires beforehand by claiming he would feel no remorse if West Ham were relegated after recalling their celebrations when, as a player, they denied Manchester United the Premiership crown after a 1-1 draw at Upton Park.

While West Ham have a new manager and a host of new players since that fateful May day two years ago, their supporters haven't forgotten Bruce's comments, which caused a furore in east London.

The boot is certainly on the other foot on this occasion as West Ham are ten points clear of Birmingham in their first season back in the top flight. Bruce's troops are languishing second from bottom of the Premiership.

However, while Bruce is expecting a cool reception from West Ham's travelling support, he says there was no malice behind his statement and there was a degree of reverse psychology in his comments.

"If we had beaten West Ham then we could have finished tenth but we drew and ended up in 13th position," he said.

"It seems a long time ago now but I wanted to put a bit of edge on the game, as I wanted us to finish as high as we could.

"There was nothing riding on the game for us. I had just detected signs in the previous couple of games that we knew we were safe and I wanted to finish with a flurry.

"Traditionally they are a big club who play the game the way it should be played and I am delighted they are back in the Premier League."

West Ham United were relegated with players of the calibre of Joe Cole, Michael Carrick and Paolo Di Canio in their ranks.

Analysts spent the entire campaign preaching that West Ham were too good to be relegated and there can be dangerous parallels drawn with Bruce's team. One containing David Dunn, Emile Heskey and Jermaine Pennant should have more than enough quality to avoid the drop but Bruce knows it is about a team ethic rather than any outstanding individual talents.

He said: "What is vitally important for any club is that you have to go in with a system. It is all right having individually good players but you have to fit them into a team ethic as teamwork is more important than any individual. Everyone said West Ham were too good to go down but they weren't."

Bruce, who wants his side to secure wins against West Ham and Fulham in their next two home fixtures, paid tribute to veteran striker Teddy Sheringham.

The 39-year-old continues to produce ageless performances for West Ham and Bruce warned that his back line must be at their best to cope with the England international.

He said: "If you look at Teddy then you see a man who enjoys playing and looks as though he doesn't want to pack in.

"He has never been the quickest, so he hasn't had to rely on his pace, only his football brain but he is a great role model for anyone.

"The way he conducts himself is exceptional and for someone who has been there, seen it, done it and worn the t-shirt, he has still got a huge appetite for the game."

Central defender Martin Taylor is aware of the unique problems Sheringham poses and is already working on a plan to combat the gifted striker.

Taylor has enjoyed a renaissance this season and has established himself as a regular fixture in Bruce's team.

However, he knows a clean sheet is of paramount importance if Birmingham are to climb to the cusp of safety.

He said: "I have played against Sheringham before when he was at Tottenham and you have got to set out early what you are going to do against a player like that.

"He drops off and you need to make sure you know with your midfield beforehand what you are going to do regarding stopping with him or staying put.

"If you come out you will leave a bigger space behind you and, depending on how they play someone like Nigel Reo Coker could run on into that space.

"However, with it being a home game, we might have to do that to get the ball back as soon as possible.

"The last two results have lifted our confidence because it has just shown us that we can win.

"I think everyone realises the importance of the two home games coming up."