Dick Knight is hoping to claw back Albion's "lost generation" by admitting children to games for just £1.

The Kids For A Quid scheme has been launched by the club because 1,750 extra seats are now available at Withdean following the building of a new stand.

Mr Knight said: "We may well lose revenue by not selling each ticket for the normal £22.50 but I believe this is an opportunity for the club to invest in its future.

"We want to allow some of the fans to watch games at Withdean who have not been able to in the past because of its previous capacity of 6,800.

"It is not just the young children, who will be the future of this club when we move to our magnificent new home at Falmer, but their parents.

"People in their 20s and 30s have drifted away from the club because we have not had a big enough stadium. This is our small way of getting them back.

"This offer must be one of the best in the League, giving a family of four the chance to watch Championship football for less than £50."

Children under ten will be able to watch Albion for just £1 a game when accompanied by an adult buying a £22.50 match ticket. The initiative kicks off for the Hull City match on Friday, December 16, when the North East Stand at Withdean becomes an extra family stand, Albion manager Mark McGhee said young people were the supporters of the future.