At the end of his first season in the top flight he was sold to Leicester City. There was much criticism from Leicester fans originally towards manager Norman Bullock on signing the relatively unproven Rowley as a replacement for the well-liked Jack Lee. However, after a slow start as a centre forward, Bullock moved Rowley into the "number 10" inside left role which is where he would make his name at the Foxes, on 23 September, in which Rowley scored Leicester's consolation goal in a 2–1 defeat to Coventry City."[9] By the end of his debut season, his 28 goals had appeased the crowd, though the club still finished in a disappointing 14th position.[10]