To see today's press conference...

The club is about to launch a marketing blitz aiming at repositioning the club within the competitive Sydney sports market place.

Previously, the club has struggled to connect with the Sydney marketplace particularly after season one's highs. But that is all about to change.

Club CEO Stefan Kamasz is bullish about the club's future and says the club is undergoing a rebirth ahead of season five.

"Sydney is the biggest city in Australia and obviously it's the first city they think of when they think of Australia.

"And so it's really important that we re-establish ourselves as the top team. We think the new direction the club is taking under the revised ownership structure and with the international coaches we've brought in, together with the international players we'll bring in, we can do that."

The sky blues are targeting an average home attendance that reflects their successful season one of the A-League under another foreign coach Pierre Littbarski.

"Not withstanding the economic downturn, we're targeting an average crowd of 17,000. And we believe a lot of that can come about with the results we can achieve," says Kamasz.

Kamasz says much of what is happening off the pitch is about re-establishing a healthy culture off the pitch.

"We want players to have pride in the shirt. To be honest, hard-working and professional," he said.

"And in Vitezslav Lavicka, we were attracted by the quality of the individual. The sorts of philosophy that Vitezslav and Michael [Zach, assistant coach] bring fit right into the culture we want to develop.

"It is a rebirth and you'll see that in the way we're going to promote the club very shortly. It really is a rebirth and you'll see that reflected in our new image and the way it will be portrayed in our promotional plan very soon."

And Lavicka will build his sky blues side around the aging legs of talisman and playmaker Steve Corica.

The mid-30s former Socceroo was relegated to a substitute role late last season under coach John Kosmina who deemed Corica's fitness unable to last 90 minutes.

However, Lavicka's fulsome praise of Sydney's season one grand final hero suggests the player many regard as the greatest ever sky blues player will be first on the teamsheet in season five of the A-League.

To see today's press conference...