Homemade pies and regional ales specific to each match - a first for football - will greet fans at the new home of Brighton & Hove Albion next month as stadia catering specialists Azure, part of Elior UK, kicks off the season with a new food and drink offer.

Fans will be able to wash down their pies with ales from local brewery Harveys – and so away fans feel at home too, Azure has teamed up with CAMRA to make sure a local ale from each away team playing at the ground is available for supporters during their matches.

From the sales at the ground the club will create a ‘beer league table’ to find out which is the footy fans’ favourite brew.

The Championship side has blown the whistle on footy’s second-rate snacks, with the focus at the Seagulls’ ground firmly on great quality food delivered in partnership with local Sussex suppliers.

“It’s the whole experience that matters and we want to ensure that fans really taste victory on and off the pitch,” explains Elliott Moore, Elior general manager (catering). “Quality food and drink is key to our offer so we’re working in partnership with local baker Joanna Philips from Piglet’s Pantry to create our own Albion Pies, which will be baked on-site and presented in an attractive Albion-branded box.”

Gourmet burgers, Sussex sausages, street food and high quality snacks will also be on offer at Brighton’s 15 kiosks. There will be a strong focus on healthy options.

Catherine Roe, managing director of contracts at Elior, adds: “Our aim is to deliver pleasure and joy to consumers and our offer at Brighton is set to give fans a great customer experience.”

As well as match-day kiosk catering, Azure will provide five-star hospitality catering both on match-days and for events such as weddings, conferences, banquets and exhibitions on non-match days.