I e-mailed Jenny Glover on this issue last week and was told it is not possible, even offered to pay full price for a mate but was told the system can't accommodate this. Unless the poilicy has changed in the last few days.
Here you go:
"We allow up to six upgrades because we fully appreciate that our younger fans may struggle to commit to every match, particularly midweek evening games that fall on a school night. At the seventh time of asking for an upgrade we will allow the season ticket to be fully upgraded for the remainder, of the season but we do not permit any further match by match upgrades."
Detailed here: http://www.seagulls.co.uk/news/arti...ove-albion-season-ticket-holders-2846104.aspx