It is 12 years since the Lions won a series, with their recent victory over South Africa in the final Test ending a credibility-damaging run of seven successive defeats.

The 28-9 triumph in Johannesburg concluded an epic series that made for gripping viewing, yet questions persist over the relevance of the Lions in the professional era.

Fitzpatrick, who won three of his 92 caps when he led the All Blacks to victory against the elite of British and Irish rugby in 1993, believes they remain a major force that must be preserved.

"The Lions are probably the most powerful brand in world rugby. Without question they have a future," said Fitzpatrick on behalf of 'Laureus - Breaking the Cycle of Violence'.

"Winning that third Test against South Africa was paramount but even had they lost they'd still be a viable brand.

"You ask anyone who has played against the Lions and they'll tell you they're one of the greatest teams to play against.

"They play sides that are together year-in year-out while they come together every four years, so maybe they need to look at their preparation going into a tour.

"I'd have thought six games before the first Test would be enough. They say they need more, so give them more matches to make them more competitive.

"But look at that series just gone - they should have won it and could have won it 3-0.

"Even if you just look at them in terms of being a money-making brand, they're phenomenal."