 Subsequent seasons at Upton Park were not quite so successful, with the 1997–98 seeing Kitson restricted to 13 games and 4 goals in the Premier League (though the Hammers improved to eighth in the league and just missed out on a UEFA Cup place in their best season for over a decade), and a year later he contributed 17 games and 3 goals to a side which finished fifth to secure UEFA Cup football and their first European campaign in almost 20 years.However, Kitson's first team opportunities were becoming even more limited, as he made 10 goalless league appearances in 1999–2000 and just two in 2000–01.After a long period without scoring he surprisingly scored a hat-trick in the 4–4 draw with Charlton Athletic on 19 November 2001 for West Ham, a match that he considers to be the highlight of a career in which he failed to live up to his vast potential.