The club held its season launch at Star City Casino on Wednesday night and although there was plenty of fizz and fancy canapes, the message was all about business - and not bling.

Chairman Paul Ramsay, deputy chairman Scott Barlow, shareholder Anthony LaPaglia and new coach Vitezslav Lavicka all spoke about a renewed sense of pride and optimism with a desire to conquer Australia and become a major force in Asia.

CEO Stefan Kamasz is delighted with the progress being made to have the club embraced by the city of Sydney.

"Renaissance is a term is a term we've been using throughout the last couple of months. It is a renaissance," Kamasz told au.fourfourtwo.com.

"We've seen changes in ownership, board structure, coaching staff, young players and overseas players. The new owners have decided that they want to give this club every opportunity to aspire to be the best club in Australia.

"Their vision initially was to bring in an international coach and everything has stemmed from there."

He added: "They've brought in a terrific culture.

"You heard the coach tonight talking about team unity, respect, discipline and motivation. That culture is flowing right through the club. It's not just the players but the administration side as well.   

"We want to make sure this club has a culture that everyone in the club is proud of but also one that people outside recognise as being important to our success."

Kamasz admits the Bling tag was never a complete myth, just one that haf lingered far too long.

"When I joined the club 18 months ago I was conscious of the fact that the club was recognised as 'Bling FC', a club for the cappuccino set," he said. "I made it my aim to get the club out into the community.  

"It took a while for the message to get through. It's only really been this pre-season campaign where we've been seen to be out there with the grass roots -  although we've been doing it for a couple of years.

"It's just it (the message) wasn't getting through. Bling FC worked in the first year because it was important, trying to build the brand quickly. It was a terrific campaign but unfortunately it stuck with us"

That was then and this is now. Flash is very much 'out'.

He added: "We're not bling, we're not superficial, we're not glitzy, we like to regard ourselves as quality. You can be a quality side without being bling.  

"I think by engaging with the community, people really understand they can touch us, that we are not a team for the cappucino set, we are a team for everybody."