Incoming A-League club Sydney Rovers are targeting the rest of the city as they believe Sydney FC have the east covered.

Rovers chairman Ian Rowden says although the club will be defined as 'Western' Sydney, it wants to broaden its reach to the north and south of the city.

''Sydney FC are the team of the east, and we want to be the team for the rest,'' Rowden said.

''Our badge incorporates three stars to recognise the southern sky, the northern sky, and the western sky. The colours [red, black and white] recognise the history of Blacktown City and Western Suburbs in the old NSL. So we know there'll be an intense rivalry with Sydney FC, especially on the field. To be honest, we want that to occur.''

Rowden admitted that the new club will not attempt to compete with either the AFL or NRL codes but will focus on contending with current Premiers Sydney FC.

''It would be stupid for us to go head-to-head with Aussie rules and rugby league,'' Rowden said. ''That's not smart business for us. If they want to go to war, it's up to them. We see no reason why the emergence of our club should be impacted by the other codes. We're in a different season, and we have such a strong level of participation. We know that ultimately we're all competing for the same disposable income, but we are going to give the football community the best possible value and the best possible reason to come to our games.

''We'll be rolling out the membership program from July, and from what we already know, and the interest we've already received, we're optimistic we'll end up with more members than Sydney FC.''