Pignata has hit the ground running since starting at Sydney two months ago, quickly forging a deal to give fans free transport to games, before last week signing Webjet as the club's major sponsor.

The former Wellington Phoenix CEO's next big project is a series of three fans forums to be held around the city over the next three weeks.

As a Melbourne boy, Pignata has immediately identified the non-fanatical culture of Sydney sports fans as one of the unique challenges to his new role.

“It's a very unique market,” Pignata told au.fourfourtwo.com. “The potential is huge. It's about trying to convert that potential into people coming to games and joining as members, which is difficult.

“I keep telling people that Sydney is different to the Melbourne market where the culture is about going to live games and becoming a member whether you attend all the games or not.

“In Sydney there's a lot more choice, especially in summertime. We're competing for the entertainment dollar, so it's about putting entertainment on the pitch and making sure fans want to come back for more.”

Pignata emphasised the importance of winning over the Eurosnobs by making sure their experience at Allianz beats a night at home watching EPL or Serie A, revealing that the football department has an integral role to play in the marketing drive.

“We've spoken to Ian Crook about it, and we want people jumping out of their seats when they watch Sydney FC play,” he said. “This is the best league in Australia.

"It's what we've got, and yes, we don't have the best players in the world because of the money overseas but if you do come to any A-League game, you'll enjoy it for what it is.”

With Pignata at the helm and Crook taking over from the conservative Czech coach Vitezslav Lavicka, there seems to be a fresh emphasis about the club, with the CEO sensing “a very good buzz in both dressing rooms, on and off the pitch”.

He has urged fans of all persuasions to attend the fan forums, which will be fronted by himself, Crook, and club captain Terry McFlynn and held in Strathfield, Ryde and Kogarah, with space for about 200 supporters at each. Fans must RSVP and submit questions in advance.

“It's not just for members, it's about all fans of Sydney FC,” Pignata said. “And it's not going to be a sell out asking you to join up, it will be listening to you about what issues you have.

“The agenda is not about me presenting my strategy, I really want to make it an open forum. It's all about a chance for fans to put their points across. I'm sure we can't address everything but I will take things on board and if we can make something happen I'll action it.”

Meanwhile, Pignata has one eye on Round 3's inaugural Sydney derby against the A-League new boys, Western Sydney Wanderers.

He added: “It's a long time coming to have a second Sydney team. It's great for the fans. We really want to make that experience second to none.

“I've experienced a couple of the Victory-Heart derbies and what that means for Melbourne and football. I'm really hoping we can replicate that and have a sell out in Parramatta in Round 3, then the same thing when we play at Allianz.

“I've already talked to (Wanderers counterpart) Lyall Gorman about promoting the game together off the pitch, but of course on it we'll be going there for three points.”