Wales coach Steve Hansen will be at The Gnoll on Friday night when Neath meet defending champions Leicester Tigers with New Zealander Hansen looking for Wales' entrants in the competition to build up confidence that will rub off on the national cause.
"The Heineken Cup provides another level of competition up from the normal and gives me and the Welsh coaching staff the opportunity to see and assess players at this higher standard," said the former Canterbury Crusaders coach.
"The Heineken Cup is the most important competition outside the Six Nations - the razzmatazz gets people really excited about the game. It provides the whole package to sell the game to the public.
"Selection is continually an on-going thing and this competition is the best thing in Europe - that has to make it hugely beneficial to people like myself.
This gives us the chance to see players, be they on the fringe or established, and gauge current form.
"What I am hoping to see is good team and individual performances across the board and it would be nice to see the Welsh clubs do well in the Heineken Cup because they would then take that confidence with them into internationals."
The last five years have been an emotional rollercoaster on and off the pitch for RGC1404. Promotion to the Principality Premiership was the culmination of five years of hard work and investment in North Wales. WRU TV caught up with prop Joe Simpson, who was one of the first intake of WRU North Wales Academy players in 2010.
Ebbw Vale captain Damien Hudd picked up the biggest accolade of the night at the 11th Principality Premiership Awards Evening held at Principality Stadium, after leading his side to the title for the first time.
Wales assistant coach Robin McBryde is predicting a tough battle against England on Sunday despite the fact they may not be considered to be at full strength. Players will be out to impress Eddie Jones which makes England a dangerous proposition, he says.
Wales U20 captain Tom Phillips and performance psychologist Dr Rich Neil explain why spending three days at Monmouth RFC has further strengthened the togetherness of the squad ahead of the #WorldRugbyU20s