Waikato Bay of Plenty Magic featured franchises for the first time, with the overall aim of increasing the public profile of the sport in New Zealand. The inaugural competition was contested between ten teams, including the Waikato Wildcats and the Bay of Plenty Magic. At the end of the first season both teams finished at the bottom of the ladder, with the Wildcats 9th and the Bay of Plenty Magic last. Both teams decided to merge for the 1999 season: a new franchise was developed adopting the team name from Bay of Plenty and the colours of Waikato, becoming the Waikato/Bay of Plenty Magic. Bay
Bay of Plenty Steamers The quarter finals were scrapped from 2009. Bay of Plenty would have mixed results in 2010. They would win seven of thirteen matches including a rare win in Wellington. Disappointing losses to Tasman and Northland would see Bay of Plenty finish in 6th position. In 2011 Bay of Plenty competed in the new reformatted ITM Cup Premiership. It was also Bay of Plenty's rugby centenary year. Bay of Plenty would have significant wins over Waikato (36–8), Wellington (32–0) and Canterbury (35–31) to see the Steamers finish 4th. However, due to the 2011 Rugby World Cup the semi-finals were scrapped. 2012