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Ian McGeechan believes the British and Irish Lions face a tougher challenge against South Africa this summer than when he masterminded that famous Test series victory over the Springboks in 1997.

But McGeechan (pictured) also warned the world champions the Lions phenomenon that will hit their shores in the early hours of Monday morning is greater than ever before.

"The Lions are even bigger now, maybe because of 1997. At that time it was the first professional Lions tour but people were saying it could be the last Lions tour," said McGeechan.

The 1997 Lions tour was a roaring success but there were concerns at the time whether the tradition could continue deeper into the professional era.

Those fears were misplaced. Despite the disappointments of the 2005 tour and the credit crunch, the Lions will be roared on by more than 30,000 supporters in South Africa.

Adidas will sell more Lions replica shirts this year than Real Madrid or Chelsea and British Airways have got in on the act, naming the plane carrying the squad to Johannesburg on Sunday night "Air Force Scrum".

"I think they are a stronger side than 1997. They have a very good coaching team with a settled group of core players. They know what they are doing," added McGeechan.

"But in many respects the Lions have got bigger. Adidas are telling us that the Lions jersey will be their biggest selling jersey they produce this year, over and above any of their football jerseys.

"South Africa have a huge tradition of winning series against touring teams but a Lions Test series is different.

"That is why this is a massive event. This is the first time since 1997. You can see from their players how big it is."

PA Sport / Eurosport