Wallabies coach Robbie Deans says each Australian Super 14 franchise is capable of being a contender, and if teams can manufacture belief, they'll go a long way towards winning the title.

Deans has high hopes for the Australian franchises ahead of the competition which kicks off on February 13 and said at its official launch on Tuesday he was impressed with what he'd seen and heard coming out of the four camps.

"I guess it's easy at this time of year to be excited, they're fresh, enthusiastic but I believe there's a little bit of substance to it this year," said Deans, who won a record five titles while coaching the Crusaders.

"Certainly they've been working hard and those are the noises that are coming back, they've done the work and are actually in better shape than they've been previously and that's a valuable asset because you need that to go the distance.

"Having a look at each side in isolation, every one of them is capable of beating every other team in the competition."

Queensland Reds coach Phil Mooney is set to reap the benefits from Deans' successful spring tour, with six of his young charges gaining invaluable experience with the Wallabies.

"One of the big differences for the Reds this year is that we have far more depth, which creates competition for starting positions," said Mooney.

Reds captain James Horwill is set to return from injury at the end of March and while the Reds have lost John Roe and David Croft, they've recruited well and hope youth will bring invaluable enthusiasm to the side which finished 12th last year.

After a difficult off-season in the media spotlight with question marks over the coaching style of coach John Mitchell and his relationship with players, Western Force captain Nathan Sharpe warned his side had been galvanised.

"I've noticed a real change in attitude coming back into the new system and that's the thing we were looking for, we used it as an opportunity to come together," Sharpe said.

After losing last year's final to the Crusaders, the Waratahs, under new coach Chris Hickey, are looking to go one better.

Captain Phil Waugh said he'd be looking to players like Dean Mumm, Will Caldwell and Ben Mowen to step up at lock and flanker.

"Although we've lost a bit of experience, the last couple of years have placed us in good stead to fill the gaps," Waugh said referring of the loss of Rocky Elsom, Dan Vickerman and David Lyons.

After the sacking former coach Ewen McKenzie just a few weeks into last season, successor Hickey said he has an expectation of success but the most important expectation came from within his team - which boasts 15 Wallabies on its playing roster.

The season's other debutant Super coach Andy Friend said he's given the Brumbies a licence to play and with the starpower in his backline, he's expecting his team to be a force this year under new captain Stephen Hoiles.

Asked of the power he has in the centres with Stirling Mortlock moving to inside centre and Adam Ashley-Cooper outside him, Friend said: "I certainly wouldn't want to defend against them."

The Brumbies kick off the 14th season of Super rugby when they meet the Highlanders in Dunedin on February 13 while the first match on Australian soil is played later that night when the Force host the Auckland Blues in Perth.

The Waratahs open their season against the Hurricanes in Wellington while the Reds have a tough first assignment in South Africa when they meet the Bulls in Pretoria on February 14.

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