Dean Ashton’s time in Claret and Blue was sweet, but far too short. A powerful, strong running striker who became West Ham United's Club record signing when he arrived from Norwich City in a £7million deal. Ashton managed 19 goals in 56 appearances for the Irons, before his career was ended early due to injury.

The striker joined Crewe Alexandra as a youngster and, under the watchful eye of Dario Gradi, progressed through the ranks to make his introduction into League football in the 2000-01 season, scoring eight goals in 21 Division One appearances. Having established himself in the Crewe side, he was promoted from the trainee ranks to full professional status on 2 February 2001. He left Gresty Road in January 2005, to become Norwich City's record signing at £3million. Thrust straight into the Premiership, he made his Canaries debut on January 15, 2005 in a 3-0 defeat at Villa Park and it was in his sixth game that he executed his first strike in the Premiership, in the 3-2 home defeat by Manchester City. He opened the scoring in a 2-0 victory over Manchester United and in his 16 Premiership games finished as the Canaries' joint top scorer with seven goals. After playing 46 games for Norwich, in which he scored 18 goals, before Club record transfer to West Ham on 22 January 2006.

Deano made his Hammers debut against Arsenal at Highbury in a 3-2 victory 1 February 2006. Ashton suffered a broken ankle while on England duty in August 2006, which forced him to miss the whole of the 2006-07 season. Returned at the start of the following campaign he went on to make 35 league and cup appearances scoring 11 goals, most notably an overhead kick against Manchester United. The striker started the 2008-09 Premiership campaign in blistering form, scoring both goals in the 2-1 home win against Wigan Athletic. However he quickly found himself back on the Hammers' burgeoning injury list after spraining his ankle in manager Gianfranco Zola's first training session. Ashton made no appearances in the 2009-10 season. On 11 December 2009, Ashton was forced to admit defeat in his battle to play on by announcing his retirement, aged 26. The attacker’s time with the Hammers is still looked upon fondly – by both the player himself and supporters everywhere.