Deans was appointed as coach of the Canterbury team for the 1997 National Provincial Championship (NPC) season. He was assisted by Steve Hansen (current All Black coach). Deans' first season was a success, with Canterbury beating Auckland for the first time in 14 years, then going on to win the title. The following year he managed the Canterbury Crusaders (since renamed Crusaders) Super Rugby franchise who were coached by Wayne Smith. The Crusaders won the title, beating the Auckland Blues (since renamed the Blues) in the final at Eden Park. The Crusaders repeated this feat the following year, with Deans again manager.