BRAD Sewell says Hawthorn won't be distracted by the hype over its 2012 premiership chances.

Eleven of 17 rival captains tipped the Hawks as the team most likely to reach this year's Grand Final, but Sewell says his teammates are focused only on getting better.

"I think once we walk in and start training, that periphery outside noise gets puts to the background," Sewell told hawthornfc.com.au in the lead-up to Friday night's round one clash with Collingwood.

"What we know is that we want to improve; we need to be better than last year.

"There are a couple of sides that we haven't beaten for quite a while, and they're the two leaders in the competition and have been for the last couple of years."

The Hawks lost a combined five games out of five to Grand Finalists, the Magpies and Geelong, last season.

They haven't beaten the Cats since the 2008 premiership decider.

Sewell said that would only change with small improvements all over the field.

"If we can get a couple of per cent improvement out of every player, then that's obviously going to lift the whole side," he said.

"If we can improve ball movement a couple of per cent, terrific.

"If our defensive action can improve that little bit more as well … it's across the whole board where the improvement needs to come."

The 28-year-old said last year's three-point preliminary final defeat to the Magpies was now "dead and buried" in the minds of Hawthorn's players.

Of more concern approaching Friday night's rematch was securing a confidence-boosting win.

"Round one, start of the season, you want to start the season well," Sewell said.

"So of course you always want to win and get the ball rolling for the remainder of the season.

"Regardless of who the opponent is, for that first round there's always a bit of extra nerves, and an extra bit of tension.

"Obviously this year there's a little bit of extra spice because it is Collingwood."

Entering the ninth season of a decorated AFL career, Sewell is in his footballing prime, but remains determined to keep getting better.

"I'd almost say this has been my best preparation for a season," he said.

"I'm still running PBs, somehow, and still feeling as fit and strong as ever.

"So I think without a doubt your game can always improve, and the same can be said for the oldest guys on our list, I think.

"If you're not getting better, then you're only going one way."

Brad Sewell is a $438,400 midfielder in Toyota AFL Dream Team. Register your team here.

Mark Macgugan covers Hawks news for afl.com.au and hawthornfc.com.au. Follow him on Twitter: @AFL_MarkM.