Albion are today unveiling new £40 million plans to improve, upgrade and ‘Albionise’ the Amex – and increase capacity.

The plans include relocation of away fans, development of a partisan and vibrant second home end in the South Stand, an informal hospitality option for fans in the North Stand, a two-storey club shop and the opening of a fan zone and sports bar for use on matchdays and throughout the week.

Extra seats behind the goals, as the middle tier of the West Stand is extended, will see capacity rise to about 32,500 compared to the current 31,800. This will create a second smaller tier of seating behind each goal.

The first phase will be the opening next spring of The Terrace, the fan zone and sports bar near the North Stand, which will have room for 1,000 fans inside and 2,000 more outside.

It will be the biggest of its kind in the Premier League and is partly inspired by fans’ enjoyment of Box Park on trips to Wembley.

(Image: BHAFC)

Dick’s Bar and the current club shop will close at the end of 2024.

A temporary shop is being set up in Bennett’s Field and there will also be the current online options and the outlet in Churchill Square.

Away fans will be in the south west corner of the stadium from the start of the 2027-28 season.

Their maximum allocation will remain at 3,000.

That change will remove any competitive advantage, actual or perceived, the away team enjoy from having a boisterous following right behind the goal and is in line with what happens at stadia throughout the Prem.

It also opens up the chance of a second home end in the South Stand, which is expected to include safe standing.

Fans affected by those changes are being told they need do nothing yet – but are being given good warning should they wish, or need, to relocate.

Albion chief executive and deputy chairman Paul Barber said: “I know our fans are looking forward to the opening of the new fan zone and are extremely excited to see these plans come to life.

“It is another incredibly generous investment by our chairman Tony Bloom.”

Those in the North Stand can enjoy using the 1901 Pub from 2026-27, which will be home fans only and seen as a way to help drive the atmosphere at the stadium.

That is being introduced partly on feedback from supporters.

The museum will move to a prime site in the city, giving the club more presence in central Brighton.