With the buzz building ahead of season seven's start in October,  the FFA have an aggressive new public strategy designed to reposition the sport, bring fans back to games and unite the estimated 1.7m people involved in the code.  

A teaser video designed to set the mood for the campaign plays on key themes including football’s unique passion and the growing quality of the A-League as a brand.

The new direction is expected to be backed up with a free to air TV ad campaign in the opening weeks of the season and a new online presence both on social media and with new look club websites.

See the video now:

The FFA is keen for the new campaign to be inclusive despite the potentially antagonistic slogan - which will feature on stickers sent around Australia - rankling rival codes and their fans.

But Brisbane Roar coach Ange Postecoglou has backed the campaign and said: "Fans are the oxygen that keep football clubs alive.

"They provide the atmosphere, passion, resources and commitment that makes the game so special.”

And Central Coast Mariners boss Graham Arnold added: “All fans are important to every club.

"One of our key messages to the fans last year was to be our 12th man, because we wanted to make Bluetongue a fortress – you always want to win your home games.”

Last year was hailed as the finest season in the A-League's history and possibly all of Australian domestic football, but was let down by disappointing crowd figures per match.

Now the FFA hopes the arrival of Harry Kewell, Brett Emerton, Dario Vidosic, Jon McKain and international imports including Fred, Maceo Rigters, Karol Kisel and Liam Miller, will turn that around.

It's hoped the big names will bring new fans and old through turnstiles - but the quality of play will be what keeps them coming back.

And they also hope the current fans will embrace their new campaign and spread the word with them.

“’WE ARE FOOTBALL’ is calling on the whole football community to speak with one unified voice in support of this great game,” said Head of Hyundai A-League Lyall Gorman.

“It’s a call for unity and a call for the football family to come together as one.

“’WE ARE FOOTBALL’ is a chance to link all sections of our game from grassroots to Hyundai A-League and football fans, to the players, young and old, who enjoy this great game in the park and on the pitch every week.

“This is a call to action for all those 2.5 million people that are an active part of football in Australia to celebrate this great game and proudly announce that ‘WE ARE FOOTBALL’.”