New club Gold Coast face a challenge trying to lure established stars according to AFL chief executive Andrew Demetriou.

Brownlow medallist Adam Cooney is the latest topliner to reject the lure of the new club, committing to the Western Bulldogs for another three seasons.

Hawk stars Lance Franklin and Jarryd Roughead also inked new deals last week which remove them from the Gold Coast radar.

Demetriou said it was up to the Gold Coast to win player signatures for their 2011 debut AFL season.

"They have been given some guidelines that have been approved by the club about who they can sign through the list concessions, they have been given guidelines about signing one uncontracted player (a club)," Demetriou said in Adelaide on Tuesday.

"The rest is up to them.

"They have got to fight like every other club, it's not going to be easy.

"It's a very fierce competition and they have got to get out there and compete now and mix it with all the others - there is no free rides just because you're a new club.

"They have got to do it hard and they will, and it will be same with Greater Western Sydney."

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