By Richard Gurner and Alexander Robinson

Brighton and Hove Albion’s new £93m ground could be called the Amex Community Stadium.

Rumours are gathering pace that the club and American Express are close to agreeing naming rights for Falmer.

They were supported by the news that the city’s biggest private employer had registered the web address www.amexcommunitystadium.co.uk.

It comes just six months after Amex, which employs about 2,000 people in the city, committed to Brighton and Hove.

In November the credit card giant had plans for a £100 million extension to its offices in Edward Street, Brighton, accepted by Brighton and Hove City Council.

There have been rumours for a number of years that Amex could be involved with Falmer.

The Argus has now learnt that the company registered the www.amexcommunitystadium.co.uk domain name on April 22 this year and understands the two parties are in talks about a possible tie-up.

Albion fan Paul Samrah, who is chairman of the Falmer For All campaign, said: “We always knew the naming rights would be sold and it's a valuable asset the club has to sell.

“If the reports are true then it has to be welcomed with Amex being a local firm with strong community connections.”

Mr Samrah added that if Amex signed its name to the new stadium then the international reputation of the financial firm would be fitting for the ground’s innovative design.

Fans have also welcomed the rumours on internet chat rooms and websites.

Writing on fan forum North Stand Chat one posted: “I'd be happy with that. It's a global company with massive reach and commercial potential.

“Plus I'd very much appreciate an Amex-Albion card or something.”

A spokesman for Brighton and Hove Albion said: “We are currently in negotiations with a number of potential commercial and sponsorship partners, including naming rights.

“At this stage we are unable to divulge any further details, but if and when we reach agreement with any potential partner, we will make an announcement.”

A spokesman for American Express said he could not comment on speculation.

He said: “With a company like ours in the area there is always speculation and rumours.”

As a consequence we don't comment on any rumours or speculation.”

The trend of football clubs naming their stadia after sponsors is nothing new in the world of football with Premiership clubs like Arsenal, Wigan and Bolton agreeing stadium naming rights.

The Albion’s 22,500 seater stadium is set to open for the start of the 2011/12 season and will mark an exciting new era for the club.

Without a permanent home since 1997, the club fought a lengthy legal battle to get the stadium built.

As the stadium's structure continues to rise out of the fields in Falmer, the club has been busy selling season tickets and corporate packages.

Albion has seen already seen 1,000 luxury match day packages snapped up and generate £7 million for the club's coffers.