Andrew Demetriou has given his campaign to build support for an AFL club in western Sydney a new name - Team GWS.

With plans to introduce a second team to NSW in 2012, the AFL chief addressed a dinner of 500 business people from western Sydney at ANZ Stadium ahead of Sydney's round-20 clash with Geelong.

Demetriou said the unveiling of the Team GWS website and logo marked the next stage of the AFL's expansion plans, designed to engage the community and businesses of greater western Sydney in the campaign for a new team.

"The launch of Team GWS is one of the first steps in the journey towards the development of the identity of the football team," Demetriou said in a statement on Saturday.

"As this campaign takes shape, we are encouraging the 14 diverse communities of greater western Sydney to join Team GWS and be a part of history. Team GWS is a team we can all be proud of, and be part of, based on unity and inclusion."

Wary of the hurdles he faces with a push into the rugby league heartland in tough economic times, Demetriou said community support was essential.

He wants fans to be involved in designing the team's name, logo, colours, theme song and team mascot.

"We want people in the area to take ownership of this club," he said.

The Team GWS campaign identity incorporates the iconic red AFL Sherrin Football, along with the four goal posts meant to signify a bright future on the horizon.

Demetriou says the Team GWS website, www.teamgws.com.au, encourages community participation and registration.

The AFL chief's 500 dinner guests have been invited to become financial supporters of the new team.

"The AFL has committed to increasing investment in the area of greater western Sydney over the next eight years," Demetriou said.

He claimed Team GWS would generate permanent economic and social benefits for the region.

"It all starts here. It all starts with young people who get introduced to the game," Demetriou told reporters after the dinner.

"We've found that with our Auskick programs over many, many years. If you can capture them early, they can start to dream about what can be.

"We're actually delighted that tonight we've got some young lads from the Parramatta Goannas and hopefully this will be the future of what we see here in greater western Sydney.

"We've got a long journey and it's a great challenge for us.

"To see 500 people here tonight from local businesses and communities is a really pleasing start."

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