Brighton and Hove Albion's proposed new stadium would be visible from all points of the compass in the surrounding South Downs, opponents said.
Robert White, representing Lewes District Council at the public inquiry into the scheme, said the 22,000-seat stadium was planned as a "visually prominent gateway building".
He said the Village Way North ground could be seen from the South Downs Way and from hilltops such as Ditchling Beacon, Newmarket Hill and Mount Harry.
The club said the stadium would be partly buried to reduce impact, was obscured by ridges and could not be seen from more distant viewpoints such as Mount Harry, three miles to the north east.
Landscape architect John Hyland, giving evidence for the club on the eighth day of the Hove Town Hall hearing, said the proposal was acceptable at the base of a valley that already housed a main road, railway and two university campuses.
He said people driving on the A27 were unlikely to see the stadium.
Mr Hyland said the Village Way North stadium would have less visual impact than building at sites such as Village Way South, Waterhall or Toad's Hole Valley.
Mr White said the stadium, coach park, new roads, flyover and infrastructure work would not normally be appropriate in an area of outstanding natural beauty.
He said the area would cease to be an open downland valley and the development would interfere with the Falmer village conservation area and listed buildings.
Roger Curtis, representing the Society of Sussex Downsmen, said English Heritage had objected to the proposal's effect on Stanmer Park, saying a link road to the University of Sussex campus would "suburbanise" the park.
Jonathan Clay, representing the club, said the area around Falmer was now "untypical" of a downland valley and listed buildings in Falmer village would not be affected.
Planning officer John Collyer said he was unlikely to finish his report for the Government as early as expected. A final decision is not expected until the autumn.
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