Waikato scratched a seven-year itch but it is Bay of Plenty who are left to band-aid over the wounds after a strangely muted start to their ITM Cup campaign in Hamilton.

The stunning six-game winning streak to open last season was consigned to history as the Steamers blew cold at Waikato Stadium on Saturday night, going down 13-10 in a dull opener against Super 14 franchise neighbours Waikato.

It was the home side's first competition win over Bay of Plenty since 2003.

In a match that failed to fire until the final 10 minutes, when the Steamers edged to within three points of the hosts with a late try, replacement first-five Phil Burleigh could have snatched it.

His ambitious 40m penalty attempt from the left-hand touchline in the 78th minute was on target before falling like a winged duck short of the target.

Few will quibble over Waikato's win. They were deserved winners, even with the dubious sinbinning of flanker Jack Lam for what looked to be a legal tackle on Bay No 8 Colin Bourke.

While he was off, his Steamers opposite Tanerau Latimer was mauled over.

Bay head coach Sean Horan acknowledged their shortcomings, which were numerous, but also quick to accentuate the positives with his side facing a quick turnaround and Hawke's Bay in Napier this Friday.

"Waikato beat us in and around the collision area, with and without the ball, and we were also guilty of not taking our opportunities. We only had a couple and didn't nail it.

"That's what happens when the pressure gets turned up in a competition game. We didn't execute as well as we could have. I'd say Waikato wanted it more."

All Black discard Brendon Leonard scored Waikato's only try in the 37th minute, their first points of the game, before opening up a 10-3 advantage right on halftime.

The try was created by ACT Brumbies import Christian Leali'ifano, who offloaded sweetly to first-five Trent Renata. His breezy run toyed with the defence before sending Leonard clear under the crossbar.

Winger Dwayne Sweeney landed a 67th-minute penalty to extend the lead to 10 but Latimer was driven over against an undermanned Waikato pack soon afterwards, setting up the tight finish.

Bay were stuffed in the scrum and were also guilty of some dubious first-up tackling in the opening 40, although Horan thought their defence stood up to the challenge.

"We matched up pretty well. To put it into context that's a Super 14 pack with a strong front row. They put us under pressure in the scrums and although we didn't get good go forward there we didn't lose one.

"It's just a shame that the one big box we didn't tick was getting over the gain line more often."

Horan said the euphoria of an unbeaten preseason had well and truly been slapped out of them on Saturday.

"It's a quick turnaround and the boys know we're in a competition now. We'll live and learn ... but what we need to do is make sure we do our learning very quickly."