FORMER England captain Lewis Moody believes the LV=Cup represents a great chance for young Gloucester talent to showcase their abilities in a competitive environment.
Retired flanker Moody, who won the competition with Leicester Tigers in 2007, is an ambassador for the Anglo-Welsh cup which is known for giving future stars their big break.
Last season the likes of Gloucester's own Jonny May, Matt Kvesic at Worcester Warriors and Cardiff Blues' Rhys Patchell all figured, and all are tipped to be future international regulars.
Current England stars including Owen Farrell also got their break in the competition which is made up of all 12 Aviva Premiership sides and the four Welsh clubs from RaboDirect PRO12.
Moody, an ambassador for LV=, is urging those given the chance this year to seize their opportunity.
"There will be a number of young guys at Gloucester who will be given an opportunity because senior internationals are away," he said.
"It is very important that the majority of players when they are put in at the deep end step up and play.
"It's a great tournament and one which breeds young talent."
May, who won the LV= Breakthrough Award for his displays last term, believes the competition to be a good grounding for those players on the verge of the first team.
"It opened up a lot of opportunities for me and set my season off in a good way, and if it wasn't for the LV=Cup I probably wouldn't have got that opportunity," said May, who donated prize funds from his award to his first club Wootton Basset Rugby Club.
"It is going to be the same this year with young players in our team, it is an opportunity for them to get their foot in the door and show the coaches they are ready to make the step up."
The LV=Cup. Watch the next generation break through. For tickets and info visit www.lv.com/rugby