TODAY on page three we have reported on the latest initiative by Brighton and Hove Albion.

The Seagulls have donated official left-over merchandise to charity shops in the city.

These days we live in an age where footballers earn astronomical sums and clubs are multi-million pound businesses.

Indeed, since Albion have been in the Premier League, the club has seen a swell in interest in the club and has sparked pride from old supporters and new ones.

The value to the city is huge, and the club often says that its Premier League status brings millions of pounds to the city.

Tourism has been boosted and Brighton’s image continues to be seen on a global stage.

Given such prominence, you would be forgiven for thinking that the club has become high and mighty.

After all, television rights are worth billions to the elite of the game.

So it is important not to lose touch with the people who have made it all possible – the supporters and the communities they come from.

The donation of clothing and merchandise by the Seagulls to the Sussex Beacon shops in St James’s Street and London Road is a fabulous touch.

It allows a vital charity to continue its great work to support people in the community, and also helps those at the polar opposite end of the spectrum in society.

There are new kits launched every year, and it can be tough for hard-pressed fans to keep up.

But this gesture will help those less able to afford such costs to get their hands on goods and support the team they love.