Brighton & Hove Albion are introducing new bonus loyalty points for fans who post positively about the Seagulls in the 2026-27 season on social media.
Fans will be able to link their MyAlbion+ or season ticket account by submitting their handles on X, Facebook, Instagram, Threads and Bluesky to the club.
The Albion will then monitor submitted social media profiles throughout the 2026-07 season for complimentary messages which enhance the good name of Brighton & Hove Albion.
Seagulls supporters found to show support for Fabian Hurzeler, the board and the recruitment team will be awarded with five loyalty points per positive post added to their existing total from attending matches.
A mixture of AI and club employees will make decisions over bonus points. Brighton are also considering offering the five top-scoring supporters the chance to watch a home game in the director’s box, where they will be presented with a gold star and a special certificate.
The loyalty point bonus schemes comes in response to the increasing number of fans who have undermined the club’s reputation as the best-run in English football this season by complaining about things.
There have been several incidents throughout the 2025-26 campaign which gathered negative supporter feedback in public.
The biggest was the decision to replace Heritage Tiles at the Amex with a digital wall of photos. Fans could upload pictures of their old Heritage Tiles or the loved ones no longer with us who said bricks represented… for a fee of £45 paid to charity.
Brighton fans also responded negatively to The Guardian being banned from the Amex and a social media post of Kaoru Mitoma holding a football card depicting Japanese Imperial Army soldier Lieutenant Hiroo Onoda.
In terms of what has happened on the pitch, a run of one Premier League win in 14 matches through December, January and into February saw rising criticism of Fabian Hurzeler.
An anonymous source told The Athletic in January that decision makers on the Albion board were irritated by this criticism of Hurzeler.
And that was before Brighton were beaten 1-0 at home by Crystal Palace, leading to the Amex singing “You don’t know what you’re doing” and “You’re getting sacked in the morning” at Hurzeler.
Sources at the club who spoke to WAB on condition of anonymity to protect relationships say it has become increasingly difficult to keep fans on-message this season.
Telling Andy Naylor what to write has not worked and so using loyalty points as a reward is seen as the best way to ensure fans toe the line and stop irritating the club.
Five points gained for tweeting in support of Hurzeler by pretending losing against Palace was anything other than a total shambles could be the difference between securing a ticket for a fixture like Ajax away or missing out.
Whilst the club have said the submission of social media profiles will remain voluntary for 2026-27, the source suggested they have not ruled out making it mandatory for season ticket holders in future years.
This would allow the club to better differentiate and take appropriate action between fans willing to say the recruitment team did an excellent job signing Eiran Cashin for £9 million and those who frequently take the piss out of the club for charging £3.50 for a bag of Starburst.
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