It will not be known as The New Goldstone, as some misty-eyed supporters might prefer.

Albion's proposed new home at Falmer is far more likely to be called something like the American Express Stadium or Lloyds TSB Bowl.

Stadium naming rights is a lucrative business for football clubs.

Arsenal recently struck a £100 million deal with Emirates for their new ground at Ashburton Grove.

Championship rivals Wigan play at the JJB, Stoke at the Britannia, Leicester at the Walkers Stadium.

The Seagulls will follow suit if they get the go-ahead for Falmer early next year.

Sentiment falls by the wayside when a moneyspinning sponsorship deal is up for grabs. Albion can expect a few million for Falmer to be named after a company.

Chief executive Martin Perry said: "I was the person who did the naming rights deal on the Alfred McAlpine Stadium at Huddersfield. It's a very important part of the package.

"I know there is a certain emotional aspect. We heard it with Arsenal where people wanted the ground to be called something like Ashburton Highbury, but you frankly cannot turn down the kind of money that it generates.

"It gives a company a huge amount of visibility, especially at a high profile club like Albion.

"The Arsenal deal was fantastic. It is one of the biggest deals that has been done on naming rights and it just shows the way the market is going, which is great news for us."

Albion could compromise by naming some pathways to Falmer after some of the club's most famous characters.

You may one day find yourself walking along Ward Way or Clough Crescent, although the head must rule the heart as far as Perry is concerned.

"You can get around it by naming individual bits in memory of, but we have often said we are a club that wants to look forwards rather than backwards.

"The Goldstone is a very important part of our history, but we have moved on since then. We want to make sure the stadium is funded in the most efficient way possible."

What do you think Albion's new stadium at Falmer should be called? A £75 match ball, donated by David Rose Sports, is the prize for the best suggestion. Email andy.naylor@theargus.co.uk