Football's new boss in Australia says the sport is no longer a ''sleeping giant'' and has warned rival codes of its potential to dominate the Australian sporting landscape.

David Gallop began his new role as chief executive of Football Federation Australia on Monday by telling a news conference the sport could overtake rugby league and Australian Rules as Australia's preferred football code.

In a bullish assessment of football's growth potential in Australia, Gallop told reporters ''the giant continues to be not only awake but on the move. The game's statistics around participation, crowds and television ratings are hugely impressive.''

Gallop, who was formerly the chief executive of the National Rugby League, succeeds Ben Buckley who was FFA chief executive for six years.