Sydney coach Paul Roos says he is unhappy with his club being used as a marketing tool for the AFL's incoming Greater Western Sydney (GWS) franchise.

The AFL have expressed their delight at almost filling the 10,000-capacity Blacktown Olympic Park in western Sydney on Saturday night, for the first competitive match at the venue.

But Roos, whose team beat Carlton in the NAB Cup match, said it should not be up to the Swans to lay the groundwork for future rivals GWS, due to enter the AFL in 2012.

"We shouldn't be promoting a second team at all," Roos told Melbourne sports radio station SEN.

"Everyone talked about a sell-out game, and what a great result for Greater Western Sydney.

"I didn't see one Greater Western Sydney jumper out there.

"I saw a lot of Sydney Swans jumpers and a lot of Carlton jumpers, I didn't see one Greater Western Sydney jumper.

"Do we get any credit for a sell-out crowd? No, we don't. We don't get any credit at all."

The match was used by the AFL to help promote the GWS cause, with plenty of signage asking local fans to get behind the new club, while inaugural GWS coach Kevin Sheedy launched a campaign to name the team.

But the Swans also slipped in their own message, their banner reading: "Be a part of Sydney's team. Become a Swans member."

AFL chief executive Andrew Demetriou said the league appreciated the Swans promoting the game in Sydney's west, despite Roos' misgivings.

"It's going to be great that Paul (Roos) and Kevin (Sheedy) will be going toe-to-toe," Demetriou said.

"Look, the Swans are a great club, everyone knows that, they've been there for 30 plus years.

"Hopefully we can get some rivalry going between the Swans and the new team."

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