Kevin Sheedy likens the AFL's expansion into western Sydney to Disneyworld, but is adamant the AFL's plans aren't fantasy and says the west can be won.

Amid much cynicism towards the plan to establish a team from rugby league's heartland in the AFL in 2012, Sheedy is optimistic the concept can work and says the push into the region is overdue.

As an AFL ambassador and the game's best spruiker it's no surprise Sheedy predicts success in the west of Sydney.

But the former Essendon coach does not buy into the theory that the side would need instant on-field success to capture the public imagination.

"It would be lovely, lovely. But it takes a long time to create a great business and then move it around to different land masses," Sheedy said.

"Look what they did with Disneyworld. It was in France, Japan, China, but it was in America for so long until they got it right and then it started moving as a form of entertainment.

"I think they'll get it right and get it better and if there's any sport that's growing in Australia, it's AFL."

During a speech to launch a university course for AFL coaches, Sheedy told a gathering at the Australian Catholic University on Friday the Gold Coast and Western Sydney franchises would have a high turnover of coaches and staff before they became successful.

Afterwards he told AAP he was confident the Western Sydney team would be embraced by the region because it offered opportunity to aspiring fans, players, coaches and sponsors.

"What will happen is parents, governments and councils will see that there's a whole new opportunity to arrive for their youth and why wouldn't you want to do it?" he said.

"I wouldn't see any reason why not.

"If you're a player and you've got a wonderful contract and the opportunity to do well, gee whiz, if it works for rugby league why wouldn't it work for the AFL?

"The game has been played in Sydney a long time.

"The greatest coach in AFL history, (Collingwood's) Jock McHale, was born in Sydney.

"There's two million people there (western Sydney), why wait for the opportunity any longer?

"It's taken us 150 years to have the courage to go there, that's too slow."

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