Greater Western Sydney coach Kevin Sheedy says the club will target new arrivals to Australia – not just rugby league fans – when it begins the battle to win the hearts and minds of football fans in the region.

Sheedy wants to tap into western Sydney's vast migrant population, both as a source for supporters and player recruitment ahead of GWS's launch season in 2012.

The legendary AFL coach is ambitious but realistic about the challenge ahead.

"We're not here to go around annoying rugby league," Sheedy said on Monday.

"We're here to give kids an opportunity that may not want to play rugby (league)."

"There is a style of athlete that is conducive for AFL and a style of athlete that has to have the courage and toughness to play rugby league."

"A lot of people have come into Australia over the past 10, 20 years, about one and a half million people that don't know AFL."

"We say we have rock n roll. I think we've got the greatest game and why shouldn't we be here."

Far from being scared off by rugby league's grip on western Sydney, Sheedy is excited about the prospect of converting fans.

He believes the sort of enthusiasm shown by Parramatta fans during the Eels' march to the 2009 NRL decider was a positive, not a negative, for Team GWS.

"You saw the passion of the Parramatta Eels, I saw the passion of the people of the west," Sheedy declared.

"I just saw the passion that I know is out here."

"If you can bottle that passion of people that might get to love AFL, then you think 'wow'."

"Obviously it's going to be tough, but you shouldn't walk away from that."

"You've got to have courage to take risks and challenge the systems."

"We'll get it right."

Asked if that meant targetting rugby league players, Sheedy said with a smile: "I don't discount anybody. If (Gold Coast signing) Karmichael Hunt hasn't signed then he's in trouble."

"I'll be hunting for every good kid out here that would like an opportunity."