In 1965–66, James scored his first goal – against Manchester City in the FA Cup third round on 22 January 1966.
In 1969–70 (under another new manager, Les Shannon), James scored two league goals (both in victories), helping Blackpool to a runners-up finishing place and promotion back to Division One.
Bob Stokoe, who succeeded Les Shannon during the previous term, moved James to the forward line for the first third of the 1971–72 season.
James scored six goals in those fifteen games (including four in the first two games), but a combination of the team's losing by single goals here and there and the arrival of Keith Dyson, he was moved back into defence, and Blackpool went on to finish sixth.
James scored a goal in Blackpool's 5–0 whitewash of Charlton Athletic at Bloomfield Road on the final day of the season – a result that relegated the Londoners.
Following his retirement from football, James set up a laundry and dry cleaning business and included his former club amongst his clientele.
[1] James was inducted into the Hall of Fame at Bloomfield Road, when it was officially opened by former Blackpool player Jimmy Armfield in April 2006.