He moved on to Ipswich Town in 1969 and it was there that he established his reputation as a successful manager, supported by the club chairman John Cobbold and then later by his brother Patrick Cobbold. He won the vacant job at the Suffolk club after a chance encounter with Town director Murray Sangster while scouting at Portman Road for Chelsea manager Dave Sexton. After four mediocre seasons, Robson led Ipswich to fourth place in the First Division and success in the Texaco Cup in the 1972–73 season. In the following nine seasons, Ipswich finished lower than sixth place in the First Division only once, in the 1977–78 season. However, that season was a success with a 1–0 victory over Arsenal in the FA Cup final. His reign at Ipswich lasted 13 years, during which time the club twice finished as League runners-up, and made regular appearances in European competitions, capturing the UEFA Cup in 1981 with a 5–4 aggregate victory over Dutch side AZ 67 Alkmaar. About that team, Robson said: "We played with two strikers, no wingers, Eric Gates sitting off the front two, two semi-wide midfield players in Arnold Muhren and Frans Thijssen and Johnny Wark sitting in the holding role". During his 13-year tenure, he brought in only 14 players from other clubs, most notably Allan Hunter, Bryan Hamilton and Paul Mariner, relying instead on players developed through Ipswich's youth programmes, including Terry Butcher, George Burley, John Wark, Mick Mills, Colin Viljoen, Alan Brazil, Trevor Whymark, Brian Talbot, Kevin Beattie and Eric Gates, who all went on to play international football. His imports included Dutch players Frans Thijssen and Arnold Mühren. Robson was not a tactical genius but he showed a talent for developing new players, with his good interpersonal skills, caring attitude, hard work and enthusiasm helping them to achieve their best.