Albion boss Mark McGhee has hit out at detractors of the LDV Vans Trophy.
Albion are at QPR in the competition on Sunday bidding to take another step towards a Millennium Stadium final.
Cynics feel it is a sideshow with promotion the priority.
Seagulls boss McGhee said: "Too many people show this tournament too much disrespect. I think it is a fantastic opportunity.
"How many of my boys, the play-offs apart maybe, will get an opportunity to play at the Millennium Stadium.
"I'd give anything to play there. It would be absolutely brilliant.
"I don't care whether it is the FA Cup final, the play-offs of the LDV Vans Trophy, it is a chance of a lifetime and it is worth winning the game against QPR just for that.
"Rangers were at Cardiff in the play-offs last season and they know what a great experience that is. They'll want to taste that again.
"They will see us as outside rivals so will want to do well against us.
"QPR will be favourites as they are top of the table and will fancy themselves to beat us. They've also got a good manager in Ian Holloway."
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