Kevin Phillips expects cracking FA Cup derby

And that's why the former striker is under absolutely no illusions as to what Tony Pulis and his players can expect from a full house at St Andrew's this weekend.

A Brummie Road End hero, Phillips quickly became a darling of the Tilton when he made the move seven miles east from the Hawthorns in 2008.

He knows a packed St Andrew's is not for the faint-hearted, saying: "When I was there and Blues were in the Premier League, seeing St Andrew's full week-in, week-out and the noise created is something.

"The attendances are gradually on the rise as Blues start to creep up the table and are playing better football. It will be a great atmosphere on Saturday.

"When you have a full end of Albion supporters, it can make a difference. It makes for a cracking atmosphere and players raise their game for that."

Phillips – who prior to joining Albion had scored for Villa against Blues at St Andrew's – helped both clubs achieve promotion from the Championship.

He featured as a player the last time the two sides met in March 2011 but, as a second-half substitute for Blues, could do nothing to prevent Albion escaping with a 3-1 win.

Little more than two months later, Blues were relegated to the Championship and only escaped a further demotion by the skin of their teeth last May.

But under manager Gary Rowett, a resurgence is underway and Phillips believes Albion head coach Pulis will have no option but to field close to his strongest team.

Phillips said: "There is always that question with Premier League teams who are in the bottom half of the table.

"Of whether they really want to get through to the next round to have another game, or go out and concentrate on survival.

"When you play your rivals, things like that go out of the window. From Albion's point of view if they win the game and win next week all of a sudden you find yourself in a bit of form.

"From a Blues point of view, Gary Rowett has already had a major response from his players since going in and they will be taking it up another notch against a Premier League team."

Phillips added: "Albion can't afford to field a weak team. Tony will know it is a tough game.

"Being in the job only a brief time and it being a derby, with what that means to supporters, he will certainly put out a strong team.

"They have no midweek game next week and that means there is plenty of time to recover – there can be no excuses."

Whatever the outcome, Phillips believes fans are in for a treat and his only disappointment is being unable to be there himself.

Now a first-team coach at Leicester City, he will be at White Hart Lane as the Foxes take on Tottenham.

He added: "It's a shame they are playing on the same day because, otherwise, I would have have gone to the game.

"Birmingham are in great form at the moment, Gary Rowett has done a fantastic job to get them out of the trouble they were in and where they are now.

"The players will be looking forward to the game and, from West Brom's point of view, they will be full of confidence too.

"I'm just a bit surprised it isn't being televised, because of the rivalry, for what Gary Rowett has done and the fact Tony Pulis is just getting started at Albion.

"I thought they might have stuck that one on telly. It will be a cracking atmosphere. I'll just have to sit on the fence, in terms of who I want to win!"