Glenn Murray has rejected Albion's final contract offer - and is now expected to join rivals Crystal Palace.
The Seagulls have confirmed their top scorer last season is on his way after three-and-a-half seasons at the club.
Murray will move as a Bosman free agent.
The former Carlisle and Rochdale forward scored 57 goals in three-and-a-half seasons with Albion and his departure leaves them with just one senior striker.
Boss Gus Poyet wants to add at least two frontrunners to his squad as they prepare for life in the Championship.
Bristol Rovers star Will Hoskins, who almost came to Withdean last season, tops the wanted list.
A statement released today by Albion read: "Despite their best efforts, the club have been unable to meet the out-of-contract striker's expectations, based on what he feels he can achieve elsewhere. Therefore those at the club are now resigned to him moving on.
"The striker has enjoyed a superb season and has made an undoubted contribution to Albion's promotion winning season, and Gus Poyet and Tony Bloom have both thanked Murray for his contribution and wished him well for his future career."
Bloom, the current Albion chairman who is believed to bankrolled the £300,000 capture of Murray in 2008, said: "I am sure nobody will forget his contribution in our championship-winning season.
"On behalf of everyone I thank Glenn for his efforts for the club and wish him well for the future."
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