The man appointed as manager for the new Western Sydney AFL talent academies certainly knows his enemies and insists the area is a general sport heartland rather than just rugby league territory.

Former Parramatta Eels rugby league football manager Andrew Hill will start his role with Team GWS next week and will head up the high performance academies established to provide a pathway for local youngsters to the AFL.

Hill knows plenty about building up a code in hostile territory, having spent time with the Western Reds rugby league team in AFL-dominated Perth.

While Western Sydney is considered rugby league's heartland, Hill believes it is fertile territory for all sports.

"I think it's the sports heartland for the state of NSW, that's the important point, it's not just one sport," Hill told AAP.

"Most people in Western Sydney love their sport and hopefully they will all take pride in their region and follow all of the sporting codes."

He was under no illusion about the challenge of establishing Australian Rules as a viable attraction for the talented young athletes of the region.

"There's no doubt that it's arguably the most competitive region for Australian sport and I think the size geographically and having nearly two million people, there's certainly plenty of opportunity for the all the sports to survive and flourish."

"It's a matter of every sport trying their best to attract the most talented athletes to the sport.

"It's certainly a challenge, but one the AFL is taking a long-term view on and are very well resourced to be able to combat other codes."

Born and bred in Western Sydney, Hill is looking forward to Western Sydney producing its first "local hero", but has shorter term goals.

"I think in the short term it's about establishing that there's an AFL club in Western Sydney that can provide tremendous opportunities to talented athletes in our region and that's going to be done throughout the schools and the junior AFL system."

The Greater Western Sydney team will join the AFL in 2012.

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