The war medals of a flying ace who once owned Brighton and Hove Albion and tried to introduce cheetah racing to Britain are to be auctioned.

Captain William Charles "Carlo" Campbell, who became the Seagulls' chairman in the 1930s, was decorated for gallantry while flying more than 20 sorties within a few months during the First World War.

But he was perhaps best known for an abortive bid to bring cheetah racing to Britain in 1937.

He imported six cheetahs to perk up greyhound racing at the White City greyhound track in west London but the 70mph creatures failed to muster the necessary competitive spirit.

An observer recalled that "they just wandered about".

They were unstimulated by the mechanical hare and the venture was quickly abandoned.

Campbell arranged for the animals' safe repatriation, a conservation-minded gesture unusual for the era.

But while cheetah racing proved a flop, there was never any doubting the bravery of Captain Campbell.

He became the first "Balloon Buster" of the old Royal Flying Corps and won a Military Cross with bar in 1917 for "conspicuous gallantry and devotion to duty".

His medals are expected to fetch up to £5,000 when offered from a private source at medal specialists Morton and Eden in London on July 18.

They will be sold with his original aviator's certificate, personal flying logbook and photographs.

The London Gazette reported: "He attacked an enemy balloon, bringing it down in flames and returned to our lines about 20 feet from the ground under heavy fire.

"On another occasion he attacked and dispersed a column of infantry from a very low altitude. He has shown great courage and initiative throughout."

He gained the bar to his MC for similar acts of gallantry.

The Gazette said: "He has repeatedly shown great fearlessness and skill in attacking and destroying enemy aircraft, on one occasion destroying three within one hour.

"He has also attacked and dispersed enemy troops from a low altitude, at all times showing the utmost disregard of personal safety."

A Distinguished Service Order came a month later after he displayed "the greatest courage and skill in attacking enemy aircraft at close range, destroying some and driving others out of control. He has proved himself to be a scout leader of the highest class and has destroyed 12 hostile machines and two balloons".

After the First World War Campbell resumed his business career as a manufacturer of foodstuffs. He became chairman of Sarson's, British Vinegars and deputy chairman of Crosse & Blackwell Holdings.

A sportsman and sports promoter, he was chairman of Brighton and Hove Stadium (built in 1928) and had a shareholding in the White City stadium, built in 1908 for the Olympic Games.

In the Thirties, he invested in Brighton and Hove Albion FC and its Goldstone ground, becoming chairman of the company.

Campbell died on February 26, 1958. The whereabouts of his other medals the British War and Victory medals are unknown.