The 2010 ITM Cup season was the fifth season since the competition reconstruction in 2006. For the ITM Cup competition it involved the top 14 provincial unions of New Zealand. The tournament was won by Canterbury, who defeated Waikato 33–13 in the competition final. For sponsorship reasons, the competition was known as the ITM Cup and it was currently the first season under the new sponsor. Including the defunct National Provincial Championship, this is the 34th season of New Zealand's premier domestic competition. The regular season matches took place from 29 July until 24 October – followed by the semi-finals that culminated in the final on 5 November.