FFA heavyweights CEO Ben Buckley and A-League boss Lyall Gorman will be in Adelaide for the morning press conference with speculation rife that owners has been found and the club will once again be privately owned.

FFA took over the Reds licence from Nick Bianco in 2009, who'd owned the club since 2006 and funded it through his company Bianco Construction Supplies.

If new Reds owners are unveiled today, this could be good news for North Queensland Fury - currently owned by the FFA.

With funds from a potential Reds sale, this frees up money at head office to financially help embattled Fury as they move towards a community ownership model over the next year.

And with Newcastle Jets now under the impressive ownership of wealthy Hunter businessman Nathan Tinkler and Brisbane's owners said to be negotiating selling a controlling stake to the owners of Dutch club FC Utrecht, the A-League is looking to a brighter future after months of negative headlines.

It was a point stressed by FFA Chairman Frank Lowy at a Sydney FC business luncheon on Friday.

He said the A-League is in a foundation phase but is looking to grow despite the ups-and-downs expected in a new business venture. 

“We are in year five of a long journey." Lowy told an audience that included some of the most powerful businesspeople in the country.

"The other football codes – AFL, NRL and Rugby Union – have been around for a long and have become part of the mainstream of Australian society.

“Our ambition is not to displace our friends in the other codes... the reality is that because we are in a foundation phase we are still managing a number of issues.

"We are evolving, looking to expand, build support for the game.”

The 80-year-old saviour of football in Australia added: “When a club runs into financial difficulty it doesn’t mean the entire competition is doomed.

“When we delay a plan to introduce a new club we are not waving the white flag – we are being prudent, we are learning lessons from the past few years... we are making decisions in the long-term interest of the game," he said.

"Just like the Australian economy, Australian football needs to become more resilient. We have to be more resilient if we are to be going strong in the long term.”