On the day he was appointed as the 2009 British and Irish Lions head coach, IanMcGeechan was hailed as rugby's own Sir Alex Ferguson.

McGeechan has become synonymous with the Lions over a 34-year association which stretches back to the unbeaten 1974 trip to South Africa, when he started all four Tests as a centre.

The Wasps director of rugby, a "unanimous choice" by the Lions board, takes charge for the fourth time having already overseen Test series victories overAustralia in 1989 and the Springboks in 1997.

Now 62, McGeechan has been a leading coach in the world game for two decades but his passion for the Lions burns as strongly as it ever did.

Lions chairman Andy Irvine said: "If you look at Geech's record it really speaks for itself. He is proven to be successful over a long period of time.

"We approached him and the big question was: 'Is the hunger still there?'

"He is as fired up as he has ever been and there are similarities in that between Geech and Sir Alex Ferguson.

"The desire and the hunger is there. He is young for his age. He is fit as a flea, he just loves the Lions to bits.

"He has been coaching at the top for 20 years but he is as enthusiastic now asI have ever seen him."

McGeechan's Lions history began in 1974 when the Invincibles defied anti-apartheid protests at home to complete an unbeaten 22-match, three-and-a-half month tour of South Africa.

McGeechan started all four Tests as the Lions won the series 3-0 with one draw and made four more appearances against the All Blacks in 1977.

After retiring as a player, McGeechan donned the tracksuit and was appointed Scotland coach in 1988.

He masterminded Lions series victories over Australia in 1989 and South Africa in 1997 but lost on two trips to New Zealand, as head coach in 1993 and assistant to Clive Woodward in 2005.

McGeechan was in charge of the unbeaten midweek team four years ago but he disagreed with the way Woodward ditched many of the Lions traditions on that tour.

His vision for this summer's assault on world champions South Africa is to restore the ethos that brought such success in 1997 by repeating that famousTest series victory.

"The Lions are special and unique, you can't compare them to anything else you'll do as a player or coach," said McGeechan.

"There is no feeling like rubbing shoulders in a Lions jersey, it is a great feeling. I have a strong philosophy and principle in what the Lions should be trying to do."

The lessons McGeechan learned as a player in 1974 and 1977 have under-pinned his lifetime love affair with the Lions.

While the demands of the modern tour are entirely different to those adventure she is determined to ensure the values remain the same.

"Because the Lions are so unique, the preparation has to be unique. Ten games in eight weeks is a unique challenge," said McGeechan.

"The players have to share each other's company socially. They have to get to know each other. Friendship grows off the field but it shows on the field.

"If you are standing next to your mate you are prepared to do anything and everything that is required. That only happens when you know the player and you know the man and I think that's what makes the Lions special.

"I personally went through that and I try hard to get it over to the players I coach. When you go through that, it's with you forever."

Following those twin experiences of victory in South Africa as a player in 1974 nd a coach in 1997, McGeechan is chasing a personal hat-trick of Lions triumphs over the Springboks.

He knows it will need special qualities and that philosophy was clearly evident in his squad selection, where he plumped for powerful "beasts" with the right character to gel the squad in a hostile environment.

"More than anywhere, the environment in South Africa is different," he said.

"The rugby culture is so strong and physical, the grounds are different, the fans are different and it's very, very intense.

"When you go into that for six weeks, you have to live in that environment, train in that environment and play in that environment.

"You need a one-ness, you need to come together quickly. That is what is required if you are to succeed on a Lions tour.

"The environment the Lions creates is so special and so different from anything else you do. It is a privilege for a coach and a player to have that involvement."