Brighton Bears fans might just be getting a bit down in the mouth about their side's ULEB Cup campaign and it would be understandable.

The boys in dark blue have become accustomed to winning in the past three seasons.

But to those who wonder if the ULEB Cup experience is worth it, Nick Nurse will have just one reply: "You bet it is."

And, in his two years and four months in charge of the basketball revolution on the Sussex coast, the Bears chief had never been more right.

You can ask the players for a start. Just don't do it in the few minutes immediately after another frustrating defeat.

Instead, get them talking in the cold light of day and they will happily tell you of the lessons they are learning, the experience they are gaining and the match sharpness they are developing at a level of basketball significantly above what you see in the British league.

Or you could ask the fans. True, home crowds may not have been quite what Nurse wanted but those who did make the effort have seen two games which will rank among the very best they will have witnessed in Sussex.

And, two out of three ain't bad as the old saying goes.

A car load of home regulars went to the time, trouble and expense to follow their team to western France yesterday and clearly loved the experience.

Or maybe you could ask around the packed press room that you tend to find at these away games.

Or they could ask the massed press ranks you tend to get at games in Europe. Those from the home teams will tell you how surprised they are at the opposition being put up by the Brighton "makeweights."

And those who follow the Bears home and away. Well, there is only one in that category so far and his verdict? These occasions are what basketball, and indeed live sport, should be like every week.

Take Cholet last night. An atmospheric indoor sports hall, not too far from its 4,500 capacity despite the rival attraction of Marseille's crunch Champions League game live on TV, with knowledgeable fans offering partisan support.

A band at one end, dressed in bright Cholet red, making a right old racket, not least when Bears shot free throws right in front of them.

Come to think of it, maybe Bears should stick a band behind the hoop at home games.They shot eight-for-11 from that end at the line in the first half, with Kendrick Warren going an unheard of five-for-six.

By contrast, six of seven second half free throws were wasted, a key factor in the final score as Cholet kept their nerve at the line.

Fans turning up at the game could enjoy a beer at Cholet Basket's very own pub, catch some action from a junior warm-up match, then during the main event keep up with stats and scorers via two big screens in the corner of the arena.

If Nurse has his way, Bears saw a bit of the future last night. He would love a venue and a crowd like Cholet enjoy.

They also saw a bit of the past as they again came so near to, yet so far from Euro success.

Nurse's battlers weathered an early 10-0 home run to end the first period just 23-20 down on the back of a buzzer-beating three-pointer from the exceptional Mike Brown.

An NBA-range strike from the same player sparked an 8-0 flourish early in the second and, with Warren getting some handy mis-matches on offence, they ended the half with an 8-2 burst to lead by three.

Cholet turned things around effectively in the third quarter, then ended a run of late defeats by executing to perfection in the fourth as Bears lost their touch and their composure.

The margin reached nine before Brown and Yorick Williams hit late threes.

Deron Hayes saw it through though, fittingly enough as his 15 second-half points made the difference.

Quarter Scores: 23-20, 15-21, 18-11, 26-22
Cholet Scorers: Lyday 20, Hayes 18, Maarquis 15, Akpomedah 9, Gelabale 9, Desroses 4, Bilba 4, Ferchaud 3.

Bears Scorers: Warren 23, Duck 15, Alleyne 14, Brown 12, Williams 7, Phillips 2, Frederick 1.

Rebounds: Cholet: 49 (Marquis 14, Gellabale 11, Bilba 8), Bears: 37 (Brown 12, Warren 8).

Assists: Cholet 21 (Ferchaud 8), Bears: 11 (Phillips 5).

Other highlights: Hayes 8/8 FT shooting, Akpomedah 3 blocks; Brown 4/6 3 pt shooting.

Biggest leads: Cholet 68-59 after 24:33, 75-66 after 38:12; Bears 4-0 after 1:15