Speaking exclusively to the Champions Rugby Show, the former Ospreys star - who reached three successive quarter-finals, the last of which was a 29-28 loss at Biarritz in 2010 - marvelled at how Europe’s elite club tournament now attracts players from all round the world.

“You’ve got your bigger superstars across Europe and you’ve got players from all over the world who are playing in this fantastic competition and want to come to clubs to play in that competition, which is great and very fitting,” said the 43-year-old, who now works in the media.

“What I enjoy about the Heineken Champions Cup now is that you’re getting players from all walks of life who really love playing in that competition, because you’re playing against the best players in the world. You are able to compete in that sense.

“Teams want this competition more than ever - it is a big part of rugby history and everyone wants to win it. You’ve got players now like [Semi] Radradra, who I enjoy watching.

“Off the field, it’s a bigger animal commercially and probably has a lot more coverage from clubs, regions and the media, which is ideal and good to see.”

However, there is one area where the former British and Irish Lion, who scored 20 tries in 64 European appearances for Ospreys and Neath, feels the tournament hasn’t changed and that is the way teams play.

“The more successful teams are the teams who have learnt over the years how to win tight matches: the Leinsters, the Munsters, teams like Saracens - who don’t particularly have to play very good rugby but can win a one or two points in the dying minutes without panicking,” he commented. “In that sense, that’s how the rugby has gone.

“It reminds me of when I was playing and it reminds me of the feeling I had when you’re watching quarter-finals, semi-finals and seeing these players going toe to toe. It's an exciting competition, it really is.”

A decade on from coming so close to a first Heineken Cup semi-final, Wales wing legend Shane Williams has reflected on how the competition has been transformed into the hugely successful Heineken Champions Cup.