He said that to do well in the World Series a team had to start well.

“There are up to six or seven teams that could win any of the tournaments so we're going to have to start well and Dubai's certainly first and foremost in our minds," he added. New Zealand returns this year chasing their seventh Dubai title. They have not held it since the 2007/8 season. With half a dozen new faces in the squad he will rely on the experienced players providing support and a great measure of encouragement to drive the reformed squad to victory.

"We were disappointed to finish runners-up last year to a very good Samoan team so now we've got to push on with our goals and objectives this year to win the World Series," said New Zealand coach Gordon Tietjens.

England coach Ben Ryan looked forward to a positive start to the World Series echoing Tietjens belief that is crucial to overall Series success.

"It's the start of the series and everyone goes in there with high spirits and the promise that anything can happen. Anyone who starts well in Dubai is generally in the mix for the World Series title. There's a pretty high correlation between being a finalist in Dubai and winning the World Series," said Ryan.

Defending World Series champions Samoa will be out to go one better on their Dubai performance last year, when they lost to New Zealand in the final. Coach Stephen Betham has a tough task on his hands having lost some key members of his Series-winning squad.

"I am confident that the boys will go out there and give it their best shot. I must admit that the boys are just itching to get on that field and get the Series off to a good start, not just for themselves but for their families and their country," he said.

Australian coach Michael O'Connor is also looking forward to the Series. "Like every coach I am hoping to win as many games as possible, improve on last year and stay on the top line of the draw," he said. "Dubai is an excellent tournament with great crowds and atmosphere - it's a great venue to kick off the series," added O'Connor.

This year the tournament opens on UAE National Day Thursday. Fans  will receive free entry to the tournament.

Richard Vaughan, Emirates' Divisional Senior Vice President, Commercial Operations Worldwide aid that 86,000 spectators attended the tournament in 2010 and coverage was beamed to 140 different countries and watched in 255 million homes. “This just goes to show the significance this tournament now holds in the local and international market.”

The three-day rugby festival has attracted the best Sevens playing nations, along with 160 invitation sides, from across the world.