Albion are providing free coach travel for up to 1000 away ticket holders for the penultimate away fixture of the season at Norwich next month.
All fans making the trip to Carrow Road on Friday April 21 (7.45pm) will also receive a food and drink voucher.
Albion are making the gestures to thank away supporters for their loyalty throughout the season and in recognition of the difficulties caused by matches being moved for live Sky TV coverage.
Chief executive Paul Barber said: "Of course, live TV games enable many more Albion fans to watch the team, but they can also pose travel challenges for our regular away match followers - so to help with what is a particular difficult Friday night trip we have decided to lay on coach travel for up to 1000 Albion fans.
"We fully expect this will be yet another vital match for us, with large numbers travelling - and we want to make it as easy as possible for our fans to get to Carrow Road to support the team, Chris and his staff - and, in particular, to get back home after the game.
"We also would like all those travelling to have a drink on us, and a bite to eat, as a thank you for the outstanding away support this season. The backing we have received both at home and on the road has been phenomenal - and it makes a big difference to us."
The free return travel offer is on a first-come, first-served basis to match ticket holders, with booking available via Seagull Travel from 9am on Thursday.
All fans will be issued with the food and drink voucher with their tickets.