Albion are celebrating a £250,000 transfer bounty today, thanks to the astonishing loyalty of lifelong fan Aaron Berry.

The cash-strapped Seagulls' manager Mark McGhee will be able to spend the money on the player or players of his choice next season after Berry triumphed in a Win A Player promotion, run by Football League sponsors Coca-Cola.

The IT trainer from Worthing registered his vote via the club website every day throughout the 80-day promotion to see off competition from thousands of supporters of Football League and Scottish Premier League clubs.

Berry was introduced as the winner before yesterday's Championship play-off final between West Ham and Preston at the Millennium Stadium in Cardiff.

McGhee and chairman Dick Knight were there to offer their thanks and congratulations to the 29-year-old father-of-two, who has also landed a cheque for himself of £10,000.

Berry, a season ticket holder for 13 years, said: "This is the most amazing moment of my life. It has been absolutely incredible, overwhelming.

"I've supported Albion all through my life and watched them suffer through many difficult times, so to win £250,000 to spend on some new players is a dream come true.

"I'd love us to buy a striker but I have faith in the gaffer and will back whatever decision he makes.

"I didn't get a chance to suggest the names of any players to Mark but everyone knows we at least need a striker and another goalkeeper.

"I trust him to get the right player. He has already proved he has the knack of making good signings.

"The money should make a huge difference. There isn't much of a budget at all, so this is a big boost and it should give us an even better chance of staying up in the Championship next season."

Well over one million entries were received during the promotion, which was launched on March 8 and ended last Thursday.

Berry, taken to his first Albion match by his grandad when he was 11, logged onto the Coca-Cola link on Albion's website whenever he had five minutes to spare at work or at home.

He only found out he had won when he picked up a message on his mobile phone after arriving back from a holiday to Dallas.

"I thought it might have been a wind-up but then I had a second call confirming it wasn't a hoax," he said. "I had to keep it a secret over the weekend and sign a confidentiality agreement.

"I was picked up from my house in a Mercedes yesterday morning and taken to Cardiff to watch the game. It was an absolutely amazing experience.

"It hasn't had time to sink in. I'll probably spend the £10,000 I have won on a family holiday."

McGhee has to use the £250,000 by the end of August and the money can be spent on transfer fees or wages.

He said: "I think it is fantastic. I know the realities of the financial situation we are in. Suddenly we might be able to buy someone the fans can identify with, which will be a great boost for them.

"Also physcologically, after staying up on the last day, we are starting to think our luck has changed. IF the stadium issue gets resolved then everything will be nice and positive."

McGhee plans to spend most of the cash on a hold-up centre forward to partner Leon Knight.

He said: "I would like to think we can concentrate the bulk of it on one player, rather than spreading it about, and I think a striker is what we should be looking at.

"If we can use it really sensibly it could make all the difference."